eCommerce Marketing promotions to make the most out of the silly season

Australians spent a collective $11 billion on Christmas presents last year (1) and will most likely continue to spend big during Christmas in 2018.

It’s not surprising that the time leading up to Christmas is the busiest of the year for the retail industry. However, with everyone competing for the attention of Christmas shoppers, it can be hard to know the best way to cut through the noise and attract customers.

The following is 10 tried and tested ideas for making the most out of the silly season.

1.    Offer multi day promotions

Multi day promotions are a great way to keep engagement high throughout the Christmas period and keep consumers delighted. Some examples are ‘12 days of Christmas’ or ‘advent calendar’ themed promotions. Email marketing is still the highest converting channel for an eCommerce site. Why not try an email drip campaign with the theme “12 Deals of Christmas”?

2.   Curate a Christmas hamper giveaway

Team up with brands that have a similar ethos or target market. For example, a day spa might team up with a luxury chocolate brand. A bicycle brand might team up with an online water bottle company.

3.   Promote a good cause

In the haze of Christmas spending, it can be easy to forget the meaning of Christmas as a time to give. A great way to connect with the local customer is, no surprise, by supporting local. Be authentic with the cause you support. For example McGrath Blackburn and Box Hill give back $500 to the Avenue Refresh Program (an education program for disadvantaged young people) when you list your home with them or $250 when leasing your home with them, and mention the giveback program.

4.   Share your gift ideas

Consumers will often look for inspiration for gifts, and this is a great opportunity to convert potential customers through your sales funnel. Set up a Christmas landing page directing customers towards gifts (for him, for her, for kids) or by price ranges. Another tactic is to add a ‘stocking fillers’ page before checkout, or in an email banner.

In addition, curate your own gift ideas, such as by adding or pinning items on your Pinterest page (see Ballettonet’s Pinterest board below) or creating blogs featuring potential gifts. Just make sure you promote what you create across your social channels!

5.   Leverage key online shopping events

Black Friday is fast approaching on November 27, and Cyber Monday is the following Monday the 30th.

If you’re a Fast-Moving Consumer Goods (FMCG) retailer, make the most of Black Friday and Cyber Monday. These are the biggest online shopping days in the year. As consumers expect large discounts on items during these sales events, it’s not recommended for premium products or services. However, for mass produced or fast-moving products, expect your product to fly out the door!

In addition, Christmas sales are not over on Christmas Day - 60% of Australians expect to head to the shops on Boxing day, so don’t miss out! Note that customers will expect good value. For more premium brands, offering a small percentage discount (e.g. 15% off) will reduce the risk of diluting brand value, whereas FMCG will be sold best with a dollar discount (e.g. $20 off a $60 product). 

6.   Encourage user generated content

Get your customers to generate content and increase your reach. A popular method is to ask for consumers to take a picture with the product and hashtag to go in the draw to win $XX worth of stock or a gift card.

7.   Faster shipping

If customers are getting to checkout and abandoning their carts, chances are the shipping is too high or they expect it might not come in time for Christmas. Make it easy for consumers, with expected arrival dates, or free express shipping.

In addition, utilise platforms such as Afterpay or Zippay so customers will shop with you without stressing over their budget. 

8.   Dress your online store!

Update your homepage with a festive themed web/social banner. When you go in store during Christmas, you will likely see extra lights, wreaths and trees or themed music. The website should be no different. Make some simple graphic design changes to include the festivities. E.g. this Facebook banner from Ballettonet.

9.   Offer a small gift

Every now and then it is important to go above and beyond customer expectations. One easy way to do this is by including a small gift with a purchase. Offering a voucher for their next purchase with you is great for repeat business. Alternatively, offering a small product will ensure an element of surprise, either from your own collection, or even use it as an opportunity to team up with a like-minded business!

10. Get featured in gift guides

There are many online magazines and even print publications who seek great gift ideas. Yours may be something that will fit their brief. Think about your target audience and which publications/magazines/bloggers they would follow and approach them to be featured in a gift guide.

References:

1.     Ryan, S. (2017). Australians to spend $11b on Christmas presents - and regret it later. [online] The Sydney Morning Herald. Available at: https://www.smh.com.au/money/australians-to-spend-11b-on-christmas-presents-20171204-gzynky.html [Accessed 9 Nov. 2018].