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Christmas sales are set to increase by 10% online, 3.4% in store
At the end of a scorching summer and kids going back to school, the next logical thing to think about is Christmas, of course! If you’re selling online, you need to start planning your campaigns now (if not last month). With an expected 20% of your annual revenue coming through your website in December alone (AdRoll), it’s imperative you start thinking about a few things:
- What Christmas deals are you running?
- What Black Friday deals are you running?
- What creatives will you use?
- Do you need new landing pages?
- What messaging will you use?
- What date can you deliver up to?
- What’s the last order date?
Also just remember that Christmas is the most magical time of the year, so people will be off partying, shopping, seeing pantos and attending Christmas fayres. This means you need a solid plan, so that even when people are out the office, it can re-engage them. Make a plan that’s clear and assertive, with deadlines and KPI’s to measure success. What do you want to achieve for your company this Christmas?
Starting to panic? Don’t worry we’ve got you covered. Below are a few tips to get you started:
- When you plan, make sure you plan far enough before and after Christmas – we recommend starting 1st October right through to the last payday in January
- Look at last year’s data, map out weekends, peak sales, Black Friday, Cyber Monday, last date to order etc. See what happened last year, look at what your strategy was then and learn from that. We tend to look at the previous 2 years
- Include Black Friday and Cyber Monday in the plan. Although, nowadays it’s ‘Black Friday Week’ or ‘Black Friday Weekend’, what are you doing for these peak sale days? It’s estimated Black Friday alone will drive £5bn in sales, be a part of it! Why not give your current customers a sale preview, then unveil to the world Friday?
- Make sure your site can handle the peak days! There is nothing worse than a site crashing when a sale is on. Last year John Lewis was down for 1 hour and lost an estimate of £2.8m in revenue. (Drapers Online)
- Don’t forget mobile. More than half of online sales are completed through mobile and it’s only set to rise. Also mobile isn’t just a revenue driver it’s a key research touchpoint; is the product cheaper online or in store? What are the product reviews? Are there more in the collection? Are there different colours?
If you fail to prepare, then prepare to fail.
Happy Christmas from all at Digital Clarity!
Started to get you thinking and need some help planning? Give us a call and we can help because the above hasn’t even touched on strategy and how to execute it!