E-commerce: Three Last-minute Strategies for the Busy Season
Sometimes it’s the little things that can make a significant difference in your holiday marketing plan. That was the topic at a session on testng last minute site enhancements during the busy season at last week’s eTail conference in Philadelphia. Here are some of the tips and strategies catalogers and online retailers shared:
* Keep a close eye on paid search: In addition to making sure your paid search buys don’t exceed your budget, keep on eye on your inventory for products you advertise using search engine marketing, said Brad Wolansky, director of e-commerce at outdoor sporting goods merchant Orvis. “If your inventory is low, abandon paid search on those terms,” he said. It’s a simple rule, but if the item isn’t in stock, you can’t sell it.
* Update your marketing plan daily: During the holidays or your busy season, it’s important to be able to react immediately if your marketing plan is missing the mark, said Felix Danziger, vice president of direct and business-to-business for bath and body products merchant L’Occitane en Provence. “Meet with your marketing team daily and plan for the following day, not the following week or month, he said.
* Cross-pollinate products in different categories: Especially for the holidays, it’s important for your customers to be able to find what they’re looking for, Wolansky said. “The same product could be in your apparel, gifts and sales sections,” he explained. Selling the same product across a few categories makes it that much easier for a customer to find.