During the summer holidays, Christmas shopping may not seem like the most obvious hot topic.
But for any retailer wishing to have a successful festive season, it should be.
According to The Guardian, Christmas can account for 20-40% of a retailer’s annual revenue. Christmas campaigns can be the cornerstone of a retailer’s brand — just look at retail giants like Marks and Spencer and John Lewis.
Black Friday 2014 saw consumers spending £810m (source: Retail Gazette). Experts predict that this year they will spend even more.
Moreover, eBay have suggested that the poor weather this summer could herald the start of Christmas shopping early — so it’s important to prepare for the upcoming festive season!
Here are six top tips to make sure you’re ready for the biggest shopping season of the year.
1. Have a favourable returns policy
Customers will be reassured by an easy returns process and more incentivised to make a purchase.
2. Offer a Click & Collect service
Click & collect is a popular choice for many customers. Offering this service means that customers will not be deterred by worrying about not being home when their parcel arrives.
3. Incentivise repeat customers in the run up to Christmas
As there are several months between now and Christmas, it’s a great opportunity to get customers to return to your site for their other purchases.
Capture their email addresses with a pop-up box offering a discount in return for signing up to your mailing list so that you can keep them up to date with new products and promotions.
4. Build up Christmas promotions gradually
Don’t bombard customers with all your offers at once. Rather, strategically send out your offers at key shopping times during the run up to Christmas such as the beginning of the month, Halloween and Black Friday.
5. Make sure your mobile site is up to scratch
Nowadays, more and more shoppers are choosing to make their purchases on a mobile device. Ensuring that you have a fully-optimised mobile site will mean that you don’t lose out on these customers.
6. Test your site speed
Iron out any site speed problems in time for the festive shoppers. Making your customers’ shopping experience as seamless as possible is crucial for ensuring a high conversion rate.
The run up to Christmas is often the most profitable time of year for traditional retailers and ecommerce is no different.
Strategically incentivise your customers to purchase by making their shopping experience seamless.
Make your company stand out this Christmas as the market leader for price, quality and customer experience.