Routines are easy to fall into. Whether it’s getting ready for work and out the door each morning or tackling customer acquisition and conversion strategies, you’ll never discover a better way to approach these tasks if you stay inside your comfort zone. Similarly, it’s easy to recycle tried-and-true approaches to your retail strategies, especially for the upcoming holiday shopping season.
As we enter the last quarter of the year, you may be in the midst of ramping up your e-commerce site the same way you’ve done in the past in an effort to reach more buyers, convert more sales, cross-sell and upsell. Hey, it’s worked before so it should work again, right? Well, maybe. What if there's a better way of managing your digital strategy that could make sales skyrocket this holiday season?
There are three common traps I see retailers continually fall into year after year. Are you making any of the mistakes? If so, luckily there’s still time to adjust your strategies.
1. Limiting personalization to past purchases and other historical data. On-site personalization can be a great way to make the shopping experience more relevant to visitors. During the holiday season, shoppers often need product suggestions or don’t know exactly what they’re looking for. Therefore, personalized features can be extremely useful.
During the holidays, however, people aren't shopping for themselves. They're shopping for their husband, wife, children, mother, friends, etc. Many common personalization tools that are focused on a shopper’s previous behaviors and purchases won't be as helpful in this case. For instance, last month a consumer may have been looking at a leather coat for himself, but right now they want to buy something for their young nephew. If you recommend a motorcycle helmet to that visitor, you’ve wasted an opportunity to serve content based on their current shopping intentions. Consider personalization approaches that can understand your visitors’ current interests as they navigate your site.