6 Steps to Improving Your E-Commerce Holiday Sales
Is process friction impacting returns on your holiday marketing campaigns? Six simple steps can help address it quickly while working with your existing programs.
Cross-channel retailers are making good progress toward integrated messaging across multiple channels. As a result, their products, offers and campaigns are increasingly linked across media. In order to achieve the best returns from your existing marketing investments, fulfillment strategies must not be treated as a stand-alone effort. The purpose of a website is to facilitate transactions, provide a good customer experience and ultimately build loyalty.
Emphasis on engagement and relevance isn't enough, however. Finishing strong in the last mile helps increase sales and return on investment. While the opportunities for retailers, brands and products may differ based on their scope and control of the product or fulfillment channel, all businesses can take the following six steps to reduce the friction in the transaction process and improve the overall customer experience:
1. Missing simple details can cause friction in the process. A simple but very often overlooked detail is providing relevant product and availability information. Consumer touchpoints should provide information on where consumers can purchase an item, making it simple for them to take the next step. Consider a great product featured in a magazine with a short tagline: “Available at fine stores nationwide” or “Available at store X and other fine stores nationwide.”
What are the other fine stores? Where can the product be found? In a number of cases, the model number of the product shown isn't provided, and phone number and website information is missing. The obstacles of finding more information about the product can deter consumers.
2. Quick solutions without redoing existing creative and campaigns. Providing useful information to simplify the shopping experience for consumers can be done by providing model numbers, phone numbers and company URLs. Providing product-related information such as sizing charts, or retailers by name and location, is also helpful.