Turmoil, Deals and Sociability
While the "nicheing" of flash-sale sites will likely grow leading into the 2011 holiday season, the importance of social networking traffic, namely Facebook, will also continue to flourish. Traffic referrals from social networking sites increased 27 percent for the 2010 holiday season compared to the 2009 holiday season. Consumers often visited a retailer's website immediately after leaving that retailer's Facebook page. Retailers wisely leveraged this trend by using Facebook and other social media platforms to promote products and specials throughout the season. This trend is expected to be even more pronounced this year.
While the state of our economy will be one of the determining factors in how the fourth quarter will play out this year, that doesn't mean you don't plan for success. Consider the following three strategies:
- Track this year's online retail traffic compared to previous years, as well as changes in consumer sentiment.
- Understand the cost-savings motivations of your customers and the differences in their demographic to maximize revenue.
- Continue to invest in traditional traffic acquisition channels such as search and email, but also take a closer look at social media, group buying and niche flash-sale sites as additional traffic sources for this year's holiday season.