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The holiday season is approaching, and it is a great opportunity to increase sales volumes. Since competitors will also be running holiday promotions, it is important to understand how and with what you can stand out against their background. Specialists from Dragon Logistics share tips that will help solve this task.
Holiday season preparation strategy
Seasonal holidays increase demand for various types of products. This is an opportunity for e-commerce to reach a large audience of buyers. However, to succeed, it is important to think through all aspects of your holiday activities and develop a clear strategy. Here are several recommendations on how to present your offers in an engaging way:
- create unique promotional offers;
- service and product bundles are in high demand;
- think through the presentation of your product;
- highlight flagship offers;
- develop multi-tier discount packages.
A unique offer should create a sense of urgency for potential customers. Promotions should be time-limited, encouraging purchases here and now.
One effective step is to combine several products or services into a single bundle. First, this increases their commercial value; second, it boosts popularity. Bundles of multiple products or service packages at a promotional price always attract buyers by creating a feeling of getting more for less, since each product or service costs more when purchased separately. Creating bundles and sets also provides an opportunity to sell products with lower demand.
A promotional product should attract attention and literally “shout” — “buy me.” Attractive packaging is the first step to success. Naturally, it should feature festive colors and themes. A great way to add value and uniqueness to a product is personalized packaging. It can be tailored to a specific audience segment or even to an individual customer.
It is no secret that products with high demand ratings sell out first. Highlight your flagship offers and place them on the homepage of your website. Multi-level discounts are especially attractive to customers, allowing them to receive a larger discount with a higher average order value. This approach will also bring you additional profit.
Holiday marketing: advertising and communications
Preparation for the holiday season must include checking the effectiveness of your online store’s website. An increase in customers requires several steps:
- optimizing page load speed;
- adapting the website for mobile devices;
- ensuring customer support during peak hours (consultants, hotlines).
Website performance should be tested comprehensively — its ability to handle traffic, an influx of inquiries or customer complaints, and accessibility from different devices. The more efficient the platform, the more buyers it attracts, increasing revenue. The team should be prepared to work with customers and understand how to communicate effectively so as not to lose potential clients.
It is equally important to develop a marketing strategy. There are many ways to make your brand known. Social media is one of the most effective tools for market promotion and customer acquisition.
A good way to attract attention is remarketing. This can include a series of live streams, teasers, blog stories, and announcement-based email campaigns. The essence of this advertising tool is to create a sense of anticipation. Do not forget about email marketing — it should be segmented and personalized. Typically, each niche has its own customer base made up of people of different ages and statuses, so a one-size-fits-all approach is not the best idea.
Also consider customers who shop in advance and those who make purchases at the last minute. In the first case, customers can be encouraged with exclusive discounts and offers in exchange for a subscription. Last-minute offers should motivate customers to buy gifts for loved ones in time, at a significantly reduced price or with a promo code for future purchases.
Specialists from Dragon Logistics emphasize that a well-thought-out holiday season preparation allows businesses to increase sales and expand their customer audience. Strong marketing and well-designed communication tools support commercial activity not only during the holiday season.