I haven’t “told” anyone what I’ve wanted for Christmas in a very long time. That’s because my family and I create Pinterest holiday gift boards, which we then share with each other in the months leading up to the holiday season.
The holidays are the prime transactional period of the year, as brands attempt to catch the attention of millions of families like mine. Here are three marketing techniques to get more mileage out of this shopper-friendly season.
Since being introduced just a few years ago, tablets have become the preferred computing and browsing platform for many holiday shoppers. In addition to outpacing smartphones as the mobile browsing platform of choice, tablets perform better as a transactional device. eMarketer reports that nearly two in every three tablet users have purchased a product or service on a tablet, compared to two in five smartphone users.
To maximize on this trend, ensure that your mobile site uses responsive design to give customers the optimal experience on their tablets. Or, if you have an app, make a concerted effort on your site to get people to download the app, which will also give them a great experience on the tablet.
Welcome Webrooming Shoppers
Webrooming, or searching for a product at home, but buying it at a brick-and-mortar store, is quickly gaining traction among consumers. It’s the reverse of showrooming, or searching for the product at the store and then buying it at home.
In the past six months, 73 percent of shoppers showroomed, compared to 88 percent of shoppers who webroomed. My personal tactic is what I call “couch-rooming,” where I sit on my couch with some eggnog and Christmas cookies and do all my shopping on my iPad. My journey starts and ends there.
What’s behind this emerging trend? The optimist in me says that the “spirit of the season” is still alive; that people love braving crowds and the cold to feel a sense of community. But the marketer in me focuses on the stats that show nearly half of webroomers do it to avoid shipping costs and to try out or try on products they need to see in person, like electronics and clothing.
So how can you simplify and maximize the webrooming experience? Try allowing users to save pictures and videos of the gifts they want; make it easy for customers to know that the merchandise they’re interested in is available in-store; and ensure all online prices and in-store promotions are the same.
With an estimated $34.2 billion up for grabs in mobile retail sales in 2013, marketers can’t afford to stand pat, or even worse, push hard-earned online leads over to more consumer-friendly competitors. Don’t wait to make the most of this holiday season.
While the holidays are a heavy transactional period, they’re also crowded with advertising. With everyone scrambling for eyeballs and dollars, how can your brand or products stand out?
One effective approach involves engaging your customers throughout the year. Acquiring an active following arms marketers with the insights and data that will help them pinpoint exactly what their customers will want this holiday season. The most successful holiday marketing campaigns will leverage these pre-established relationships, data and insights to give the customer a personalized and engaging experience. It’s never too late to start, but the sooner, the better.
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