During the Christmas campaign there is a peak in the consumption of goods and services that is only comparable to Black Friday. Stores know this and therefore increase their investment in advertising during these dates. However, it can be complicated to be seen in those weeks among such a large amount of messages and the cost for advertisers skyrockets. The question is: how to optimize the Christmas campaign and succeed with your online store?
How to prepare the Christmas campaign for your online store
Anticipate marketing actions
Before reaching the product sales stage, the consumer has to go through two previous phases: discovery and consideration. Marketing actions are different in each case and must be carried out in advance, since users usually look for products weeks or months before considering the purchase, postponing the decision until they are clear about what they want or waiting for a discount period. Therefore, it is essential to show the products in the previous weeks so that the consumer recognizes our brand and considers choosing our product, and just when we enter the most appropriate time for the sale, activate retargeting actions to try to capture that sale.
Create content that engages users
Showing your products is not enough. It is necessary that all communication revolves around a specific theme that allows us to capture the attention of our potential customers. For this, it is necessary to have a graphic line coherent with the message that is being transmitted, as well as texts that generate curiosity and attention. The best tactic is to use the storytelling technique, which consists of connecting with users through a story. Christmas is probably the time of the year when this resource is most used. Social networks are one of the best ways to tell the story in a convincing way.
In addition to storytelling, there are many options when it comes to communicating our products at this time of the year. On our website we show you some ideas for your Christmas campaign.
Get the most out of your database
The conversion rate through email marketing is usually better than that of conventional ads. Take advantage of the weeks prior to the Christmas campaign by capturing the attention of new users and increasing your database in order to be able to use it on the special dates. For the attraction part you can use the hook of discounts, offers or promotions, and once you have a good database of registered users, take advantage of the fact that they already know the brand to launch the sales message in a more direct way. Remember that it will always be easier to sell to users who already know you, that’s why a good database is so valuable.
The use of email marketing is the most obvious, but with the database you can also carry out retargeting campaigns on social networks, either impacting users directly or creating audiences similar to your users to try to attract new customers more easily.
Adapt the design of the online store to the Christmas campaign.
- The design of the online store must be in line with the times. It is not just a matter of adding new photos and changing colors, but of making small adjustments that show the products in an appropriate way.
- At Christmas time we must emphasize more than ever the time of shipments, as many people prefer not to risk buying online in case it does not arrive on time, and make it clear until when orders will be received to serve before Santa Claus and the Three Kings, that will avoid many uncomfortable situations for both your customers and for you.
- Another factor to take into account is to show the most seasonal products in a more prominent way to achieve that last minute impulse sale.
- If you offer gift wrap, it’s always a plus. Let it be seen throughout the store as well. These kinds of details are taken into account.
Guarantees a quality shipment
Make sure that the carrier you work with has reinforced the service at Christmas, both in deliveries and in the telephone attention they will provide to your customers and also to you.
It’s not a bad idea to have several companies in case of any unforeseen events. Also, since many of the shipping companies operate on a franchise model, you will find that some of them work better with deliveries depending on the geographic region you are shipping to.
Remember that the main fear of users when buying online at this time of the year is that their shipment will not be delivered on time, so if you guarantee a quality shipment, you will be able to build customer loyalty and improve your sales.
Optimize the store for mobile
Do not forget that although many of the conversions are still made through the computer, it is most likely that the impact of advertising is through mobile. It is important to optimize the store and make sure that all elements, whether images, text size or call-to-action buttons, are displayed correctly on mobile devices.
