Published on 11 October 2023 (Updated 29 February 2024)
The festive season is fast approaching. This is already a time of excitement for e-commerce businesses, who, in addition to supply and inventory issues, need to anticipate visibility and acquisition measures during this key period for their business.
A clear definition of the objectives to be achieved is essential
Use last year’s data as an indispensable frame of reference
The business objectives of the company are defined well in advance, with the aim of anticipating all types of scenarios.
If e-commerce companies want to generate high-performance sales during the end-of-year holiday season, they need to base their projections on the results obtained on their websites the previous year over the same period. This reference framework will enable e-commerce businesses to set objectives that are clear and achievable, reflecting their ability to seek growth or, in some cases, stability. Their strategy of marketing will be based on these objectives.
Taking context into account is inevitable
There is no doubt that the economic context changes from one year to the next, as do the market and the consumer habits of web users. Information gathering and analysis ofmarket research and exchanges between e-commerce companies are decisive in validating objectives. The context and ambitions of e-commerce businesses are inseparable, and cannot be worked on independently.
Communication, the big winner of the festive season
Your website, a showcase for your offer and quality of service
This period of frenzy needs to be prepared for. In addition to upstream inventory and pricing strategies, the e-commerce companies must offer a showcase with an optimal user experience so as not to miss out on any opportunities. The navigation and purchasing process of a website of e-commerce must be simple, functional, and fast. The e-tailers must ensure that their websites reflect their brand and offer for the festive season.. The footers and visuals of the website can be customized in Christmas colors. On a more technical note, the website must also be prepared for the increase in traffic associated with the period. This can include load testing, optimizing page load times and implementing user-friendly features for the holidays, such as gift guides.
Targeted marketing for sales performance
Christmas shopping is increasingly anticipated by consumers. Christmas window displays begin to appear in October, setting the trend in gift-giving. Consumers are therefore exposed to a multitude of products, brands and promotional offers. It’s now that everything comes into play! What we call Target marketing is becoming a brand’s best ally, with fine-tuned targeting strategies on relevant visibility levers.
The digital marketing campaigns of E-commerce businesses must be based on 3 key principles:
- A clearly defined customer targets
- A differentiated message, adapted to the target and the context of the end-of-year festivities
- The choice of effective levers to meet the brand’s sales objectives
With strong competition, you need to find the right balance between visibility and transformation communication channels. In these key periods, they are complementary and inseparable for winning sales.
In short, e-commerce businesses prepare for the festive season by planning carefully, ensuring they have sufficient stock, implementing targeted marketing strategies and offering an optimal customer experience to maximize sales during this crucial time of year.
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