5 Ways to Supercharge Seasonal Sales
The holiday season is almost upon us, and according to industry analysts, e-commerce sales are set to continue strong growth trends this year. eMarketer predicts that online holiday sales in the U.S. will increase by 15 percent to reach nearly $62 billion in November and December.
Is your e-commerce business ready to cash in on upcoming holiday sales opportunities? Here are five tips that can help you get ready:
1. Make sure your site accommodates mobile shoppers. Sales on mobile devices this holiday season are expected to surge, growing 16 percent during the 2013 season. eMarketer projects that by 2017, retail sales on mobile devices will top $100 billion. Make the most of this trend by ensuring your site meets the requirements for these shoppers. I recommend implementing a full responsive redesign. If that's not a near-term project, you can get started by adding new search landing page designs or email templates that leverage responsive design. These simple starting points can help you capture more shoppers during the holiday season and in years to come as mobile takes a greater slice of market share.
2. Understand your customer demographics and address their unique needs. Holiday shopping isn't just a Western phenomenon thanks to global digital sales platforms. If you're selling to a worldwide customer base, prepare for an uptick in sales across all regions and make sure you understand and accommodate local preferences, including preferred regional payment methods. Customer age groups also matter. For example, younger shoppers are more likely to use PayPal, whereas older customers in the U.S. typically use credit cards.
3. Put an effective merchandising strategy in place. Today's consumers expect a level of personalization and engagement online; they're used to sites recognizing them when they return and making offers based on past purchases. A merchandising strategy that includes relevant offers, bundling and dynamic customer engagement can result in higher sales and greater customer loyalty. Make sure your site is equipped to recognize returning visitors and convert new prospects into buyers with advanced merchandising capabilities.