Twelve Steps to successful Christmas eTailing

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 help)...

So, here's HCD's Twelve Steps to successful Christmas eTailing:

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 fresh feel.
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 Christmas Shoppers.

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 appetite.

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 incentives.
• 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 opportunities

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 January promotion.

Just have some fun!

Your Christmas Promotion needn't be as stressful as your Christmas shopping.

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.