2012 Holiday Marketing Tips For Retailers


2012 Holiday Marketing Tips For Retailers

Start Planning Customized Campaigns Early

It might only be July, but it’s already time to start planning your holiday promotional campaign calendars. Preparing marketing initiatives that really resonate with your shoppers can feel a little overwhelming. After all, you’re trying to please a lot of different types of people who all have their own set of expectations when they shop your brand.

But have no fear! Our 2012 holiday marketing infographic runs through important dates and research data that can help you plan a successful sales season.

Customization Is Key

It doesn’t matter if they’re shopping at a store in the mall, or browsing your product pages online, consumers want (and expect!) personally tailored experiences when they shop their favorite brands. So for this holiday season, and every other season for that matter, online retailers have the added challenge of customizing a shopper’s experience while also trying to drive more sales in the busy season.

Traditionally, brick-and-mortar stores will staff additional salespeople during the holidays to ensure the crush of holiday shoppers are appropriately serviced and upsold, or cross-sold, additional products. But what about online retailers? What can they do to prepare their business and website for the holidays so that they have the same advantage as traditional stores?

Segmenting & Targeting Based On Buying Behaviors

First and foremost, you can use a retargeting solution to provide custom ads to people based on their browsing history with your site. But that’s not always enough to help people convert. Traditional retargeting works by putting shoppers into broad buckets based on general information, and general information usually isn’t enough to create a truly personal type of shopping experience.

So what can you do? Well, you can start using behavioral segmentation to understand the shopping personalities and buying behaviors of individual shoppers in order to create hyper-segmented groups. For example, Folica, a leading hair and beauty products retailer, used behavioral segmentation to market directly to their best customers and saw a 68% increase in conversions for their efforts.

Use Case Examples

This holiday season, with a behavioral segmentation tool, you could create multiple marketing campaigns to target the different types of shoppers on your site. For example, an online retailer could:

  • Activate a 24-hour Santa Sale that offers free ‘express’ holiday shipping for all customers who have put at least $75 worth of merchandise in their cart. For those with less than $75 in their cart, send an upsell message offering express holiday shipping if they add items to their cart to total $75 or more.
  • Show your holiday spirit by pledging to give 1% of all sales on a certain day to your company’s favorite charity for all orders above $250.
  • Remind shoppers who have visited your site more than 2 times in the three weeks before Christmas of all the products they’ve viewed and may have even added to their cart but abandoned.
  • Build holiday excitement and anticipation by messaging onsite visitors in the weeks leading up to Black Friday. Have them sign-up for your list to receive free shipping on Black Friday.

Top Holiday Offer Marketing Campaigns
So what can you do to make sure that you’re creating the most relevant marketing campaigns for each of the different types of shoppers on your site? You can start by using a retargeting vendor that has behavioral segmentation capabilities. After that, it’s all about A/B testing and finding out what works for each type of shopper.

When coming up with your offer campaigns, just remember that in NRF’s 2011 Holiday Consumer Intentions and Actions Survey, consumers said that “sales and price discounts” will be the most important factor (42%) when they’re shopping online this holiday season, while “a quick and easy checkout process” (30%) comes in second place.

Top 3 Holiday Offer Campaigns

    1.) Free Express Shipping
    2.) Buy More, Save More
    3.) Post Holiday Sale

Top Days for Holiday Sales Conversions

    23% Black Friday (the day after Thanksgiving)
    17% November 28th
    17% November 30th
    17% December 6th
    16% Cyber Monday (the Monday after Thanksgiving)

These are just a few things to keep in mind when preparing for your holiday marketing campaigns.

by Aubrey Beck, Content

sources: Retail Touch Points 2012 Holiday Outlook Guide