It’s that time again, kids are headed back to school, the weather is changing (unless you live in North Carolina and it’s still 100 degrees), and retailers are starting to put together their holiday marketing plans. During the holiday season, your site is, hopefully, going to see a spike in traffic. In fact, Internet Retailer reports that online sales grew 13.9% from November 1 to December 3rd in 2015. Now we know that not every visitor is going to purchase from you right then and there (even if they should), but how do you know who might be a serious purchaser vs. simply someone who is passing through? Is there any way to convert even the most blase of customers?
Essentially your goal as a retailer is to become the St. Nick of your industry. Sure, maybe you’ll need to be a little less creepy than Old Saint Nick who “sees you when you’re sleeping, knows when you’re awake, knows if you’ve been bad or good...” but retailers can stay one step ahead of the competition by acting on browse behavior. On way to ensure that you have a full understanding of your customers and where they fall in the buying cycle is to enable onsite tracking and behavioral marketing.
Onsite tracking is an excellent way to grab data about anonymous and known visitors. For anonymous visitors, there’s not much you can do beyond personalizing pages with recommended items (Based on IP address) until you have an email address; however, for known visitors the possibilities are endless. Here are a few of our favorite campaigns:
Browse abandonment campaigns are a great excuse to reach out to a would-be customer in a helpful manner. Here’s another blog article that talks about using browse abandonment campaigns as part of your holiday strategy. The most important thing you can do at this stage of the buying lifecycle is put your best foot forward and wow the customer with your dynamic product recommendations, curated lists, and the ease of clicking from the email back to the product page to purchase this must have holiday treat.
Similar to browse abandonment campaigns, retailers can enable site search campaigns to show off their customer service offerings. Using subject lines such as “Couldn’t find what you’re looking for?” or “We’re here to help” are great ways to showcase your customer service side. Within the email itself, you have the option of showcasing related products that a customer might find of interest.
If you don’t have a cart recovery solution in place, now is the time to get that up and running. During the holiday season, buyers are big into price shopping and browsers will put items in their cart as a placeholder, while they check out other sites who have the same, or similar items. A lot of the time, people get called away from online shopping and simply forget to come back and complete the purchase. Regardless of the why, you want to make sure you’re waiting in their inbox for them once the cart is abandoned. You don’t have to offer a discount right off the bat, but you should think about the timing of your emails. What is your customer’s average time on site? At what point has it been long enough to send that first email? What about a follow up?
In general we recommend retailers send a 3 part series over the course of a week or so, usually the first email does not include an incentive, the second email includes a small discount, and the third email a more lucrative one. One other area for consideration is whether you have anti-gaming technology enabled. Anti-gaming technology helps you uncover customers who are simply abandoning a cart to get a discount, once the customer is flagged they still get a cart recovery series; however, no discounts are included in the campaign, it simply focuses on customer service.
With the holidays fast approaching these three types of campaigns can help you get up and running and ready to face the masses this holiday seasons. If you’re interested in learning more, you can fill out this form to request a walkthrough of our platform.