Updated: Jul 17, 2018
Did you know that “the holiday season accounts for 20% of the retail industry’s annual sales, and is often responsible for up to 30% of some retailers’ total sales”? It is the most wonderful time of the year for business! It’s also the fiercest time of the year for competition with everyone offering specials, deals and discounts. So how can you ensure that you stand out and engage with customers during this lucrative period? Focus on giving them more of what they want and ways that you can make their shopping and gift giving a lot easier.
What if, instead of spending all that time and money on deciding how to tell customers who we are, we spent more time and money on being who they want us to be? - Bernadette Jiwa
Here are some quick statistics to give you some ideas on the types of ways you could stand out and entice your customers this holiday season.
61% of holiday shoppers say they prefer to receive gift cards as a holiday gift. It’s also a great stocking stuffer and last minute gift. Make sure gift cards are a part of your offerings this holiday. Make them easy to purchase and redeem.
Email marketing is responsible for the most holiday sales when compared to other channels. According to research, personalized email subject lines outperform non-personalized subject lines by 70% in transaction rate, and 30% in click rate. Add a personal touch to your email marketing this holiday season. Also ensure that your emails are easy to view and engage with across multiple devices.
25% of consumers say a free gift with purchase convinces them to buy. Offer something exclusive that they would love and that they won’t find anywhere else.
97% of consumers look for deals and special offers before shopping (92% will look for discounts online before shopping). Use your website and social channels to highlight your various deals and special offers. A digital gift guide is also a great way to highlight all of your product deals and at the same time help your audience decide on what to buy for everyone on their list based on price and interests. It’s a real time saver!
Go beyond the usual discounts and deals. 64% of consumers said that free shipping convinces them to buy. In fact 83% will wait up to 2 days to get it. 33% said the option to buy online and pick up in store convinces them to buy, while 50% are enticed by a limited time offer.
Really bring your A-game with customer service. 24% of consumers said that helpful customer service persuaded them to buy.
Believe it or not your returns policy can turn away customers. The top 4 concerns that cause consumers to abandon a purchase are: no free return shipping, no refunds - only store credit, inability or difficulty to return in a physical store, too short of a return time frame. How can you ease these concerns and make consumers feel more comfortable completing their purchases with you?
It is possible to be visible and add value even during a very competitive holiday season. Take the time to think of your customer’s journey and develop thoughtful ways that you can make that journey more enjoyable and stress free from start to finish. That’s the best gift you can give this season and the perfect way to stand out.