Friday, November 17th, 2017 | 3 min read
In 2016, on the weekend beginning on Black Friday and running through Cyber Monday, retailers saw more than 220 percent more sessions compared to any normal day, while consumers spent a whopping $3.34 billion online.
Now, as consumers scope out the best holiday deals, it’s time for brands to be ready. With that in mind, here are steps to ensure this year’s holiday season is a profitable one.
1. Make Your Products Pop
7 out of 10 shoppers are uncertain about what they’re going to buy for the holidays, so it’s essential to give your products every chance of standing out.
While promotional offers create awareness and excitement for a product, consumers welcome personalized offers and rewards that steer them to the products that best fit their needs.
Also, it’s important to instill a sense of urgency by reminding consumers they only have a certain window in which to purchase products. Adding phrases like “limited time only” and “in high demand” is an old school method, but it’s a proven strategy.
2. Streamline and Connect Multichannel Customer Journeys
Today, it’s critical for brands to connect the physical, digital, and mobile experience for shoppers. That’s because consumers are doing their homework and researching purchases before they make their purchases online or in-store.
In a recent study, McKinsey found that brands must not lose sight of their brick and mortar strategy, and understand which products consumers want to shop for in-store vs. online.
Using location intelligence, brands can understand how people really feel about the in-store experience they provide.
Large retail brands may have many stores in a region, and only by understanding what’s going on inside each store can they optimize the entire customer experience. The brands able to tie the physical, digital, and mobile experience together will win the game.
3. Use Social Media
Social media has taken the Black Friday/Cyber Monday weekend to a whole new level. With platforms like Facebook, Twitter, and Instagram, businesses from all around the world have an online outlet to drive sales and build brand awareness with their potential customers.
Brands should consider running a keyword search to find some Black Friday/Cyber Monday related keywords for promotions being offered.
Remember the strengths of your platform and try new approaches like adding videos and connecting socially with the customers so their friends on their feeds can see the deals too.
High Stakes, High Potential
According to Brent Adamson, Principal Executive Advisor at Gartner, “The brands most likely to stand out and capture consumer attention at any time of year, are those best able to create a strong connection to their target consumer through a set of shared values.”
By following the steps above, brands will be able to forge the sort of strong connection Adamson has in mind. Considering that brands acquire over 20% of their new customers during the holiday season, it’s clear just how important it is to do so.
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