Fortune Favors the Bold (and Prepared): How to Make the Most of the Holidays

I recently watched a documentary that claimed the Disneyland Resort begins planning its holiday decorations every February like clockwork. My takeaway from this tidbit is that Disney has hit on something every retailer should know: Relying on last year’s holiday trends or waiting until the last minute to identify new ones is a poor way to lure customers, especially during the holidays when everyone is pressed for time.

Don’t get me wrong, I’m not implying that past online shopping trends are immaterial. For example, we’ve seen consumer attention spans decline and bounce rates — the percentage of people who arrive at a site and leave immediately (presumably because they couldn't find what they’re looking for) — increase over the last couple of years. No one believes these trends will reverse themselves.

For retailers, this means you have to perfect a tailored, customized approach to reaching your audience, increasing the odds that they won’t bounce away from your site to your competitors’. Personalized, relevant and targeted display ads may be just the ticket to keeping your brand, products and special offers top of mind among consumers who visited your site but didn’t buy anything.

But the past only paints part of the picture. That’s why the retailers who recognize and take advantage of this year’s emerging trends will be the biggest winners come this holiday season.

Mobile is online retailers new best friend. Embrace it. Think about how you use your mobile phone. If you’re like most people, you keep your phone within arm’s reach at all times. Use that proximity to your advantage to drive sales and build brand loyalty by treating mobile as a key element of your marketing programs.

Furthermore, people generally don’t distinguish between a mobile site vs. a website vs. an in-store experience when they’re evaluating their experience with a particular brand. Consistency is key. If your website gives consumers a rich, immersive experience, then you need to make sure your mobile experience is just as compelling.