The thermometer is still red up to the eyes in summer, and black cats and vampire teeth aren’t even on the shelves yet. But it’s not Halloween or even Thanksgiving shopping sprees that bring in the year end cash either. The mother load comes from Christmas shoppers, and even with the economy in the mop bucket, that hasn’t stopped increases in the ecommerce business, year over year.
Consumers are more likely to go online for discount Christmas shopping because wallets are a bit thinner this year, which is good, but online shoppers are savvy and don’t do their browsing last minute. This means it’s time for ecommerce merchants to get with the game or get left behind.
Santa Isn’t the Only One Preparing for the Holidays: Hint, Hint Ecommerce Merchants. Here’s what needs to “go in the sleigh” in preparation for the rush.
1) Site load-test to prevent upload delays. Also, make sure all links are firing and other features are working right (videos, expanded product photo views, etc.).
2) Inventory ordering schedules should be prepared to accommodate to holiday demand. “Out of stock items” are a BIG turnoff, most especially during holiday season.
3) Design and schedule gift messages, gift certificates (preferably delivered online), top-nav. banners, wish list features, free shipping banner incentives, last minute gift ideas, holiday cart decor, etc.
4) Prepare your customer service to handle shipping delay complaints. Set up a special FAQ and order/ship-by deadlines/expectations section for holiday shoppers. Many times excellent customer service is enough to drive customer loyalty and distinguish your product from that of your competition.
5) If you haven’t already built a mobile store or created a branded presence on social media, it should be done immediately. This year’s shoppers are projected to be shopping on the go…if they can’t navigate your store from their smart-phones, they’ll find one they can. They’ll also be talking about what they’re buying on social. If you’re not there to pick up the fans and encourage the raves, you’re missing a great opportunity.
Great results are only accomplished through meticulous preparation, so make sure Santa doesn’t catch you by surprise this year, or it’s switches and coal for the procrastinators out there.
