It might seem as if summer is scarcely over. But if you own a
retail or e-commerce business, you know that now is the time to start preparing
for the fall and winter holiday shopping season. According to a survey
conducted by CreditCards.com, as of Labor Day weekend, 70% of Americans
had already started their holiday shopping. Clearly, now is not a moment too
soon to start preparing your business for an influx of holiday shoppers.
Here are six steps to get your business ready for the holiday
sales season.
1. Make
Sure Your Website Is Ready for Business
Now is
the time to make any changes that are needed to bring your website up to par
with your competitors. The specifics will differ depending on whether you own
an e-commerce website or simply use your website as a marketing tool.
If you
run an e-commerce site:
·
Update your security software if needed and display
security credentials on all pages of your website.
·
Test your checkout process to make sure it is simple to follow and
works properly.
·
Clearly state shipping costs and deadlines (for guaranteed
holiday delivery) at the top of your homepage.
·
Make sure your search function works well.
·
Place customer service contact information where it’s easy to
find.
·
Finally, do some load testing, which is making sure your site
will stay up even if it experiences heavy traffic.
If you
use your website as a marketing tool:
·
Make sure your site has all the information people need to find
your retail store. That includes hours of operation, store phone number and a
map or directions along with your street address.
·
Make sure your website is mobile-friendly. Shoppers frequently
use their smartphones during shopping trips to find nearby stores, and if your
site doesn’t load quickly on a phone, they won’t visit you. Your website
provider should be able to offer options for making your site mobile-friendly
on a budget. Consider adding a “click-to-call button” on your website to make
it easy for customers to call your store with just one tap on their phones.
·
Update your local search information. Your store should be
listed on local search directories, such as Local.com. Many customers will find
your store through a Google search, so make sure that your business’
listing is up-to-date. Not only does this ensure accuracy for people that are
looking for you, but it also shows your business to customers that perform
searches for nearby businesses.
2. Make Sure Your
Customer Service Is Stellar
Make
any necessary seasonal hires early enough so you have time to train them in
your policies and procedures. Run all of your employees through a pre-holiday
training to get them ready to roll. Whether you own a brick-and-mortar store or
a website, convenience and service are key to making holiday sales. Remember to
educate them about any return policies, especially if they are holiday
season-specific.
3. Plan Your Décor and
Merchandising
For a
retail store, plan how you will make your location stand out from competitors
with festive decor. Appeal to all the senses with music, lighting, decorations
and even delicious smells like pine or cinnamon. For an e-commerce website,
plan how the site will be organized. For example, it’s helpful to develop lists
of suggested products for different types of recipients, such as Gifts for Mom,
Gifts for Grandparents or Gifts for Teachers.
4. Plan Your Promotions
Marketing
is key to holiday sales success, so lay out a detailed marketing
plan for the period from now through January 1. This should include your
strategy for deals and discounts, how you will reach out to customers and
prospects (e.g. email, direct mail, social media, traditional advertising,
etc.), your marketing budget, how you will reward loyal
customers and what marketing you will do each day.
In a
survey last year, nearly one-fourth of holiday shoppers reported using
promotional offers they received by email, making email the most successful
holiday promotional tool. Make sure your email marketing lists are
current and complete.
5. Polish Your Social
Reputation
Many
shoppers use social media and online reviews when choosing where they want to
shop online or off. Take some time now to review your social media presence,
including any online ratings and reviews of your company, and make sure your reputation
is in good shape. Develop a plan for monitoring social mentions of your
business during the holidays so you can respond quickly to any negative
comments or reviews.
6. Get Ready for the
Post-Holiday Rush
That’s
right: The days between Christmas and New Year’s can be almost as profitable as
the holiday shopping season. Create a strategy for handling returns in a
streamlined fashion, which should include a strategy for encouraging customers
making returns to buy something else from you. If you don’t already do so,
consider selling gift cards for your site or store as holiday gifts. This can
really ramp up your post-holiday sales.
Following
these steps can set your business up for a very happy new year. Once you’ve set
up shop, focus your attention on keeping your shelves stocked and your
suppliers happy.
by Rieva Lesonsky
No comments:
Post a Comment