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The Last Chance Holiday Webinar - Your 3 month plan (ecommerce)

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The Last Chance Holiday Webinar - Your 3 month plan (ecommerce)

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In the world of ecommerce, the holiday season comes earlier than expected. This busy period is bursting with sales potential and is a crucial time for online retailers to strategize how to maximize end-of-year ROI. But before the pre-sales cold sweats kick in, fear not: we have all the 411 on how to set yourself up for end-of-year success!

Valter Andersson our Technical Solutions Manager for the Nordic Market hosted this 'Last Chance Holiday Webinar' where he ran through month by month what actions you should take in November, December and January to not only ensure holiday success, but to ensure you avoid the January sales slump and kick off 2018 with style!

Be also sure to download our holiday guide at http://pages.nosto.com/HolidayGuide2017.html

In the world of ecommerce, the holiday season comes earlier than expected. This busy period is bursting with sales potential and is a crucial time for online retailers to strategize how to maximize end-of-year ROI. But before the pre-sales cold sweats kick in, fear not: we have all the 411 on how to set yourself up for end-of-year success!

Valter Andersson our Technical Solutions Manager for the Nordic Market hosted this 'Last Chance Holiday Webinar' where he ran through month by month what actions you should take in November, December and January to not only ensure holiday success, but to ensure you avoid the January sales slump and kick off 2018 with style!

Be also sure to download our holiday guide at http://pages.nosto.com/HolidayGuide2017.html

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The Last Chance Holiday Webinar - Your 3 month plan (ecommerce)

  1. 1. The Last Chance Holiday Webinar Your 3 month ecommerce plan for a successful holiday season
  2. 2. In this webinar, we will cover • How to maximise revenue potential for both Black Friday and Cyber Monday • How to help customers find all the potential gifts in your store come December • How to turn holiday shoppers into year-round customers in January
  3. 3. 2 0% 2% 4% 6% 8% 10% 2 4 6 8 10 12 Month Percentageoftotalannualrevenue Monthly Ecommerce Revenue • November and December account for 10% of an average store’s revenue • January’s average is only 7%, but you can mitigate this by using momentum built up over holidays Monthly Ecommerce Revenue
  4. 4. When does your customer start shopping for the holidays? 25% 25% 22% 18% 25% of over 65s start shopping before September 25% of women start shopping before September 22% of millennials start on or after Black Friday 18% of men wait until on or after Cyber Monday 25% 22% 18%
  5. 5. NOVEMBER Black Friday and Cyber Monday
  6. 6. Your customer is focused on: Getting that deal You should focus on: Working around all the noise in customer acquisition
  7. 7. Black Friday should-do’s ✓ Schedule email marketing well in advance to automate this “bulk” communication. ✓ Leverage Facebook and Instagram for customers in the “discovery” phase. ✓ Pull off a fast one with a VIP sale for your most loyal customers a few days in advance. ✓ If your margins can take it, say no to abandoned carts with a discount popup.
  8. 8. Email marketing thankfully can be scheduled well in advance to go out like clockwork. You should showcase discounted items and if possible, drive users to a page with all deals listed. Schedule email marketing well in advance You can also use Nosto to generate a email or a page full with only discounted items. “ ✓ 1 week before (Get the word out) ✓ 2 days before (Remind customers) ✓ 1 day before (Another reminder) ✓ Morning of Black Friday (Let’s go!)
  9. 9. Leverage Facebook and Instagram for customers in discovery phase Awareness (cold audience) Discovery (lukewarm audience) Conversion (warm audience) New users who have never interacted with the brand / store before. Customers who are ready to buy, or have bought before. Customers who have expressed a interest in the products, but not bought anything. Expensive due to competition Your loyal customers Prime target for campaign advertisement
  10. 10. Leverage Facebook and Instagram for customers in discovery phase Discovery (lukewarm audience) Customers who have expressed a interest in the products, but not bought anything. Prime target for campaign advertisement ✓ Viewed products within 90 days ✓ Has not bought within 7 days ✓ Has expressed interest and now receive great offer Conversion (warm audience) Customers who are ready to buy, or have bought before. Your loyal customers ✓ Has bought within 90 days ✓ Has not bought within 7 days ✓ Has expressed great interest leading to conversion before and now receive great offer to interact further with catalogue
  11. 11. Hosting VIP sales for your most loyal customers is a fun and result driven way to make the most of the season. VIP sale for your most loyal customers a few days in advance. ✓ Proven engagement with your catalogue. ✓ Treating your loyal customers with something special. ✓ Create email audience for VIPs that attended sale to exclude from Facebook/Instagram ads. Provide a unique discount code for VIPs a few days before that expires on Black Friday morning “
  12. 12. Some stores have high margins and some have low. If you deal in a business with high margins you should work against abandoned carts because your traffic will be on a all-time high. If your margins can take it, say no to abandoned carts with a discount popup. ✓ Abandoned cart rates soar during the holiday season. Give the engaged users a further discount. ✓ Ask for an email address in return. This will come especially in handy for January. ✓ Expensive but worth it if your margins can take it. ✓ If your margins can’t take it, do a abandoned cart popup instead without the code. You can set unique thresholds for cart value or engagement in the Nosto backend so you don’t give out excess discounts. “
  13. 13. Keep in mind ✓ ACQUISTION COSTS are going to go up because everyone wants those customers. To be in the game you also need to up your budget.
  14. 14. Keep in mind ✓ ACQUISTION COSTS are going to go up because everyone wants those customers. To be in the game you also need to up your budget. ✓ RETARGET YOUR CUSTOMERS that are spending the most on the site to ensure they don’t spend their earnings on competitors sites.
  15. 15. Keep in mind ✓ ACQUISTION COSTS are going to go up because everyone wants those customers. To be in the game you also need to up your budget. ✓ RETARGET YOUR CUSTOMERS that are spending the most on the site to ensure they don’t spend their earnings on competitors sites. ✓ BLACK FRIDAY IS FULL OF NOISE and that means this is not the time to be cautious and conscious about your brand communication if you want to get that deal.
  16. 16. DECEMBER Christmas
  17. 17. Your customer is focused on: Finding the perfect gift You should focus on: Making it easy for them to find what they need
  18. 18. Seasonal sales should-do’s ✓ Tailor the onsite experience for full-on product discovery, be it personalized or generic. ✓ Create converting customers out of all your visitors. Traffic should be a lot higher than what you normally see on a Tuesday. ✓ Consider running reverse segmented ads to inspire gift-givers with ideas.
  19. 19. Traditionally the onsite experience is about making you as a consumer feel special. During the seasons the same question always arises, to personalize or not? What can i do with my recommendations? Tailor the onsite experience for full-on product discovery Personalized Generic ✓ Might not be relevant for gifts ✓ Might also be extremely relevant ✓ Focus on new items vs. retargeting of interests ✓ Can be more relevant for gifts ✓ Might also skip a lot of opportunities for retargeting. ✓ Safer but less results ✓ Stocking fillers for under 75,00 € ✓ Trending christmas gifts for him/her ✓ Other customers buying right now slider ✓ Don’t forget the wrapping paper!
  20. 20. 25% 22% Abandoned cart popup discounts that drive the purchase to finalize the shopping journey Abandoned cart emails customers really might have needed to jump off the site but they should come back Abandoned cart retargeting automated retargeting will further drive down the abandoned carts but watch the budget Create converting customers out of all your visitors. Automated further boost to revenues $$$
  21. 21. Reverse segmented ads to inspire gift-givers ✓ Visited the site in the last 30 days ✓ Include subcategory for gender separator ✓ “Want a better and improved gentleman? Upgrade his wardrobe now!” ✓ Even for offseason Grand Frank managed to reach a very positive ROAS. If you are selling “gender-separated” items under different subcategories try retargeting females with male products and vice versa with a catchy marketing text to inspire holiday shoppers.
  22. 22. Keep in mind ✓ DON’T BE GREEDY with recommendations on the site. You might be tempted to showcase the most expensive items for holiday shoppers but this never works.
  23. 23. Keep in mind ✓ DON’T BE GREEDY with recommendations on the site. You might be tempted to showcase the most expensive items for holiday shoppers but this never works. ✓ ABANDONED CARTS will go up both in volume and percentage and tackling these will drive a lot of revenue almost organically.
  24. 24. Keep in mind ✓ DON’T BE GREEDY with recommendations on the site. You might be tempted to showcase the most expensive items for holiday shoppers but this never works. ✓ ABANDONED CARTS will go up both in volume and percentage and tackling these will drive a lot of revenue almost organically. ✓ RETARGETING WON’T BE CRAZY EXPENSIVE but prospecting during the seasons might be really expensive. Keep warming up the discovery clients like before.
  25. 25. JANUARY New Year
  26. 26. Your customer is focused on: Returning a gift You should focus on: Providing great customer service, re-engaging those customers that bought from you last year
  27. 27. Create loyal customers out of your holiday shoppers. ✓ Re-engage gift givers ✓ Re-engage gift receivers ✓ Provide a seamless return process to increase trust in your brand Holiday shoppers are rarely holiday-only shoppers - it’s essential to get back in touch with your first time customers in January. 38% of customers made a second purchase within the same holiday season, while another 42% made their second purchase during the following 10 months.
  28. 28. Returns A bad returns process won’t stop someone making the return, but it will stop them shopping with you again. Online shoppers reported that free returns shipping (60%), a hassle- free policy (51%) and easy to print returns labels (44%) as the three most important factors in a good returns policy. 40% of the average ecommerce business coming from repeat purchases, who represent just 8% of a site’s traffic - it’s crucial to make sure this customer service interaction is positive. How do you make that positive first impression?
  29. 29. Increasing Lifetime Value of holiday shoppers 23% The average ecommerce business acquires 23% of its new customers during the holiday period (vs 17% during non-holiday months). While these customers did have a 13% lower lifetime value (CLV), this isn’t too harmful, given the significant increase in overall customer acquisition. -13%
  30. 30. 25% 22% Segmented emails for holiday shoppers emails for segments that bought within the holiday season. Promote sale if you have one. We miss you emails for holiday visitors re-engaging visitors with automated we miss you emails tailoring to their interests Visitor retargeting on Facebook/Instagram re-engage users that have been active over the holiday season with more engaging items. Create loyal customers out of your holiday shoppers. Get customer back on store and converting $$$ ++ CLTV
  31. 31. Keep in mind ✓ CONVERT THE RECEIVERS into long term customers by treating them good regarding returns and getting them engaged with content.
  32. 32. Keep in mind ✓ CONVERT THE RECEIVERS into long term customers by treating them good regarding returns and getting them engaged with content. ✓ WORK ON THE GIVERS by enrolling them to your marketing automation flow and continue showcasing interesting items.
  33. 33. Keep in mind ✓ CONVERT THE RECEIVERS into long term customers by treating them good regarding returns and getting them engaged with content. ✓ WORK ON THE GIVERS by enrolling them to your marketing automation flow and continue showcasing interesting items. ✓ RUN A JANUARY SALE to entice both of these user groups to start interacting individually with your catalogue and figure out what they need.
  34. 34. Happy (early!) Holidays from the Nosto team!

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