How to Reach Dad on Father's Day
Leading e-retailers should take a cue from Amazon and find ways to better reach gift seekers. To help shoppers last year, Amazon created a specialized Father’s Day landing page. It provided gift ideas for different kinds of dads, including camping and backpacking equipment for the “Outdoorsy Dad”; televisions for the “Relaxed Dad”; and men’s shoes and watches for the “Best-Dressed Dad.” The Father's Day landing page on Amazon received over 400,000 visits.
Designing a Father’s Day landing page filled with different gift ideas is a great way to help consumers find gifts. It's also a great way to find consumers. Hopefully this year you'll be more prepared for online gift seekers by optimizing your search strategies and website to attract these shoppers.
Debra Miller Arbesman is senior associate, retailer and consumer products at Compete, a Kantar Media company that helps brands improve their marketing based on the online behavior of millions of consumers.