The coming start of the holiday shopping season is keeping many businesses, retailers, and marketers up all night. Each year presents new, innovative ways to approach customers and reach sales targets. There are several practices your business can use to reach your most valuable demographic. Here are a few principles to consider:
Software companies have reported that mobile phones are one of the primary drivers of retail traffic during the holidays. More gifts have been purchased on mobile devices in 2016 than in previous years, and many of these mobile purchases are last-minute decisions. Think about how your products are presented on a mobile platform and how the purchase experience for the customer is.
Retailers and direct marketers need to be able to anticipate consumer shopping habits and behavior. As a marketer, you must be adept in using tools and analytical data that capture website traffic, mobile penetration, and conversion rates. You want to be able to determine what is most effective for your particular offerings and how demand for them fluctuates throughout the year.
Timing is another key point to consider. If you are reaching toward specific sales targets, align your promotion and marketing strategies so that they are best optimized to achieve them. Mark down dates when your business experiences an increase in sales activity, and then push your best promotions around those periods. A holiday checklist can help mark off any potential obstacles that can derail profits and returns.
Content continues to reign this year, and many businesses are placing more emphasis on creating content that appeals to their core customers. Analyze your target demographic, understand their needs, and develop the content that can best highlight the value your products or services can offer to them. You can push your content through many channels, including press distribution, banner advertising, consumer blogs, social media, and video.
The competition is also likely to be picking up on the latest trends in optimizing their customer outreach programs. Consider what your competitors are doing to get customers through their doors; you may find some valuable strategies. When designing those strategies, remember to be flexible and fluid. The recent surge in mobile and last-minute shopping means you must target consumers through easily accessible platforms. Use mobile apps to inform customers about the most relevant offers, specials, and promotions in their area.
During the holidays, many delivery services will offer a national free-shipping day, guaranteeing that packages will be delivered before Christmas Eve. This will get many people to do some last-minute shopping. Because those shoppers will often check on their mobile devices for deals, have your last-minute promotions and offers ready as well.
Your best approach to seeing successful returns for the holiday season is to be strategic and attentive; study what makes consumers tick and plan your promotions in advance. By having your strategies in place and knowing exactly where your market is and what they want, you can position your business for a profitable holiday season.