Giving gifts is similar to targeting in digital marketing. You’re trying to “set the message” of the perfect gift based on what you know about the person while sticking to an agreed-upon budget.
For some, it’s a treat, and they’ve stopped shopping in the weeks (or months) leading up to Black Friday or Cyber Monday.
Then there is the remaining 79%.
Klarna surveyed 40,000 shoppers in the US who bought at least one gift during the holiday season and found this 79% I waited until the two weeks before Christmas to make their purchases.
As marketers, this is great news, because it means our success or failure doesn’t hinge on a really good weekend.
We can plant seeds throughout the holiday season and throughout the year to entice convert shoppers with last-minute campaigns.
To get the most out of this buying behaviour, we need to ensure a strong digital presence and operational infrastructure.
Consider these five strategies:
- Countdown to “Shipped in time”.
- Mass shopping.
- Product recommendations with gift cards.
- Charity additions.
- Play bulges game and grab the bullets.
While you focus mostly on e-commerce/physical gifts your customers can buy, you can apply many of these lessons to local services.
1. Countdown to charging in time
Creating a sense of urgency with a countdown is nothing new.
Timers can lead to an average 37.50% Conversion rate (sales) during the holiday season.
The biggest chance in the countdown is the time left to request that your gift arrive in time.
In 2020 about 50% of those surveyed refused retail shopping because of the health risks, so the reliability of gifts arriving on time was more important.
It is important to remember that the countdown needs different applications depending on the channel.
For example, ads might perform better when you give the user a set number of days to complete a sale, while landing pages work better with hours and minutes.
Don’t be afraid to remind your subscriber list of their ordering schedules in time for the holidays (or keep their basket).
2. One-stop shopping for mobile
People don’t like to work hard.
The easier the task, the more likely it is to get it done.
This is why so many brands need to revisit their check-out flow ASAP!
Imagine adding 10 to 15 products to your cart, only to find out that you have to make individual transactions.
This certainly contributes to 30% of abandoned shopping carts (and lost $18 billion in revenue) because the user had to re-enter information.
Amazon is often seen as the 400-pound guerrilla in e-commerce, yet it has a complex multi-address shipping workflow.
Added to this is the below-average mobile experience (which makes it all too easy to walk out of the process and be forced to start from scratch).
While smartphones are technically in the minority 43% of orders in 2020.
We need to make sure that the user experience will not be affected on mobile.
They get it wrong (and you can go very well) by asking the user to add the addresses of people they want to ship to Before Specify a shipping address for each gift.
Compare this experience with FromYouFlowers.com, which allows you to manually enter an address (or pull from your address book if you’re logged in).
Check-out pages are also a useful place to include a banner asking if the customer has forgotten anyone on their list.
Offering product suggestions to family members or people the potential customer has historically bought gifts for in the past is a great way to increase sales without imposing a discount.
3. Associate product recommendations with gift cards
Gift cards are many last-minute shoppers’ salvation, but many shoppers can feel guilty about the lack of personalization.
Good news for them (and the brands that take advantage of late shoppers): 59% From wish lists include gift cards!
One powerful way to increase average order value (AOV) in gift cards is to allow customers to send product recommendations within the amount of the gift card.
This solves two really stressful problems in the shopping process:
- Shoppers can show that they have thought about their purchase And you didn’t send a bundle of gift cards in bulk to feel better.
- Gift recipients don’t have the hassle of returning a gift they don’t like – They have to choose exactly what they want.
Goody is a great example of a brand doing this, letting the shopper “send” a gift via SMS/its app, but giving the recipient the chance to choose something else of similar value.
Consider using product recommendations or letting the giftee “choose” something that can easily be substituted.
It’s good for you and your customers: no extra operating expenses are wasted on returns without the inconvenience of dealing with unwanted gifts.
4. Charitable additions
The holiday season is the biggest shopping season because it is the season of giving.
In 2020, we saw a new 49% Increase in average donation (including corporate matching programmes).
Offering a ’round up’ option for donation purposes, adding a standalone donation, or giving users a ‘free gift’ donation when they spend a certain amount can be an effective way to gain sales without over-discounting your products/services.
Amazon wins the listgood companyStudy year after year because of their smile.amazon.com program.
A percentage of each sale goes to a non-profit organization identified by the customer.
Implementing this initiative on your brand doesn’t need to be a big task.
Whether it’s partnering with tools like ShoppingGives.com or upgrading your own emotion regulators, consumers will appreciate doing well while treating their loved ones (or themselves) well.
5. Manipulate missions and pick up bullets
approximately two-thirds (65%) of customers waiting to sell to buy.
Take advantage of that need to save with augmented average order value (AOV) and first-party data with on-site CRO.
Offering levels of savings (buy two items, save 10%; buy three, save 15%; etc.) will entice users to do most (if not all) of their holiday shopping with you.
In addition, studies have shown that A 5% increase in user engagement It can lead to an average return of 75%.
Gamification is the “easy button” for interaction because it turns a tedious task into a fun activity.
Whether it’s “spin to win,” “scratch off,” or another game to catch leads, these campaigns can help increase sales and build a list to watch once the holiday season is over.
While you’re gifting discounts and fun, you’re getting the gift of first-party data.
The final takeaway
Last-minute transfers are especially valuable during the holidays, but this is a behavior you can take advantage of all year long.
Being transparent about your ability to meet shipping deadlines and creating smart solutions for procrastinators can help you leverage your e-commerce channel to its fullest potential.
- 10 Best Affiliate Marketing Platforms To Increase Sales In 2022
- 9 Essential Ecommerce Website Improvements to Increase Holiday Sales
- Ecommerce Marketing: The Ultimate Guide
Featured image: DC Studio/Shutterstock