It's less than a month until Santa fires up the Reindeer and eTailers
should be squarely focussed on the annual Christmas shopping frenzy
that's about to begin.
Like a bear fresh from hibernation, the Christmas Shopper is browsing,
looking to feed their appetite, searching for the best deals on the gifts
that give the most.
To help get your eStore ready for the Christmas shopping rush, HCD is
pleased to provide our 12 Steps to successful Christmas eTailing.
Skipping the menial "make sure you have a reliable website that can
handle the increased traffic load", and the "get your mobile
website up and running" advice (because as HCD clients, we know you
have already completed those steps, but if not feel free to get in touch and we'll do our best to
So, here's HCD's Twelve Steps to successful Christmas
Step 1: Plan to create an experience
One thing the Christmas Shopper loves more than the joy of buying the
perfect gift, is being swept up in the moment while they are doing it.
Think about how you can boost that emotional connection with the
customer during their shopping experience, leaving them wanting to a).
share their experience with others, and b). come back for more.
Step 2: Put up some decorations
Break out the box of decorations and go over your website to give it a
Some simple but effective ideas are to:
Create a visual impact - Update or modify images to attract attention
and create a new look.
Rewrite product descriptions - Change the language in your content to
suit the moment.
Fix or remove any broken links - Nothing will lose a Christmas Shopper
faster than a broken link.
Review your Returns Policy - Create reassurance for the Christmas
Shopper by highlighting any specific conditions for this time of the
year, and make the policy page easy to find.
Create a special category - Make browsing easy for the Christmas
Shopper by putting the hot items front and center.
Create a Gift Purchasing Guide - Not only does a guide help the
Christmas Shopper make a decision, it adds to the shopping experience.
Step 3: Offer Gift Wrapping / Gift Cards
Take away some of the stress for the Christmas Shopper by providing the
peace-of-mind in knowing that the hard part of gift giving (wrapping it)
is taken care of.
Create a lasting positive experience by going above and beyond
expectations. A little effort can go a long way in this respect.
Step 4: Create a Landing Page
Create a Christmas themed landing page on your website to direct the
Keep it simple, with a clear call-to-action directives that guide
customers onto where they need to go.
Step 5: Install a Live Chat plugin
Unlike real stores, eStores can lack that real-time enquiry and
resolution that the Christmas Shopper often relies upon.
Adding a Live Chat feature to your website overcomes this, and allows
your staff to answer customer queries while they are at your eStore,
ready to buy.
Step 6: Entice the Early Shopper with Promotion Codes
The Early Christmas Shopper is typically calm, but has keener senses to
sniff out the best bargains and can afford to be choosy.
Offer an early bird special at the start of the promotion to attract
their attention, and reward them for being there at the start.
Step 7: Entice the Late Shopper with Last Minute Offers
The Late Christmas Shopper is usually in a panicked state, franticly
searching for any deals that are still available.
Have a refreshing offer on hand to attract them over and satisfy their
Step 8: Sing your Promotion Loudly
Shout out frequently (but not aggressively) with newsletters to the
Christmas Shopper to let them know what you have on offer! Your campaigns
should run in parallel with the phases of your promotion:
Send a personalised email to loyal customers, with a special incentive
just for them.
Advise Shoppers of your upcoming promotion start date. Add tips to help
in their preparation.
Advise Shoppers that the promotion has started.
Advise Shoppers that the promotion has reached the middle, offer more
Advise Shoppers that the promotion is about to come to a end (just 1
week to go!!).
Advise Shoppers that the promotion ends tomorrow.
Step 9: Create a buzz on Social Media
Support your email campaigns with a social media campaign on your
selected channels. You could also run a competition around your promotion
to add extra buzz and/or incentive.
Keep your audience in the loop about your promotion's progress, and
share the mood and festivities to add that personal touch.
Step 10: Give something back
Help the Christmas Shopper get into the festive spirit with the
incentive of receiving something in return for their shopping efforts.
Charitable donations are a good additional incentive to offer during the
festive time of the year to create a warm, fuzzy feeling of goodwill.
Small freebie items for the Christmas Shopper also work. And nothing
works better than a little, unexpected surprise!
Step 11: Communicate the delivery process
Keep the Christmas Shopper in the loop by letting them know when their
order is being processed, when their order is being packed, when it has
been shipped, and when they can expect delivery.
The clearer the communication, the happier the Shopper.
Step 12: Follow up with post-Christmas rewards and
The day after Christmas is, of course, when the Christmas Shopper is
ready to buy more. Entice your Christmas Shoppers to return by offering
rewards or discounts that can be redeemed after Christmas, or even for a
Just have some fun!
Your Christmas Promotion needn't be as stressful as your Christmas
With a little planning, and well-timed execution, your promotion should
run as smoothly as Christmas at Grandma's house.
Spread the joy, share the love, and feed your Christmas Shoppers a feast
they'll want to come back for.
Need some Help? If you would like some help to get your
Christmas Promotion into gear, Get in Touch. Or if you have some
preparation advice of your own that you think we missed, share them with
us on the iASP Central Facebook Page.