Christmas in July: Four Things Every Brand Should do Now in the Lead-up to the Festive Period
by Brian Green
Posted on 07-24-2019
With Amazon’s Prime Day behind us, we can now look forward to Christmas. You may be enjoying the European summer, but this year’s festive season is officially just around the corner. We know it’s never too early to start planning for the shopping period that remains the most lucrative for retailers.
Consumers today have very high expectations of their shopping experience, and those retailers that meet these expectations excel. However, it’s key that as a brand you own the whole customer journey, from engaging content that is personalised through to a frictionless shopping experience followed by an informative post purchase experience.
We’ve put together a list of top steps for brands to start undertaking now, so you can make the most of this year’s festive season:
1. Leverage your customer data
When starting to develop any campaign, start by reviewing the historical data you have. By using your online marketing automation platform, many brands will find a wealth of data at their finger-tips. Using this data to predict customer behavior, in turn to provide an engaging personalised experience will lead to you maximising sales.
Which products performed best last year, with whom, and at what time? How did these customers discover your products, and what led them to purchase or not? The answers to all these questions lie in your data, and these insights will help you in optimising your marketing campaigns for this year’s holiday season.
2. Engage your addressable market this year
People are primed to convert during the festive period, but they are notorious for keeping their options open, and waiting for the best moment to buy. It’s important for brands to target the right people and win them over at the right moment with a personalised, relevant message through engaging creative content.
Are you delivering a personalised follow up message to the prospects that abandoned your shopping cart, are you upselling with a personalised product recommendation at check out?
Using automation, A/B testing and personalisation automation tools alongside your commerce platform will lead to great conversation rates and therefore, greater sales.
3. Make every moment ‘shoppable’
Adobe’s recent CXM report showed that one in three European consumers will abandon their shopping cart following a time-consuming and complicated shopping experience. Now is the time to address any gaps in your checkout experience.
Is your checkout process as frictionless as possible?
Have you optimised your customer experience for mobile devices, which now accounts for over 50% of online queries?
Leverage your commerce tool to enable one click purchases, or speedy payment methods such as Apple Pay. Additionally I recommend to use A/B testing on all websites and mobile apps to make sure you’re delivering a fully optimised experience, not just a fault-free one.
4. Be prepared to react as things change
You don’t have to wait for historical data to gain insight. With real-time analytics, you can learn and adapt in real-time and continue to optimise your customer experience as the festive season unfolds, and fresh data is collected.
Is the click-rate on a social ad lower than you expected? Is one particular cohort buying less than they did on your last campaign? Maybe one product is actually performing better than you expected? Take every opportunity to analyse the performance of your campaigns and be prepared to have the flexibility to adapt based on what you learn before and during the festive season. The insights you glean could very well be the difference between a lackluster Christmas campaign, and your best one yet.
Plan now to make your engaging content shoppable in a personalised, frictionless manner and this next Christmas will be profitable.
Topics: Digital Transformation, analytics, Christmas in July, data, personalisation, UK, UK Exclusive, Digital EMEA