How E-Tailers Can Prepare for Post-Christmas Sales and Exchanges
4. Clearly communicate return policies. It's critical to establish return and exchange policies that are convenient and easy to understand for customers. This is particularly important when dealing with a combination of online and in-store exchanges and returns. For example, some of our retail clients charge for shipping on returns but not exchanges. No matter what you decide, it's beneficial to make these policies as simple and seamless as possible.
5. Target marketing and sales campaigns. During the time leading up to Christmas, you may be focused on reaching as many new customers as possible. After the holidays, however, targeted sales campaigns are the most effective way to generate additional revenue.
Ask yourself: Who is left that I need to reach with my marketing campaign? Which consumers are most likely to purchase my excess inventory? Which customers bought gift cards? Find those people and market to them.
With a few commonsense strategies, you can become better prepared for a surge in post-holiday sales, returns and exchanges. The most important thing to keep in mind is to plan, prepare and forecast accurately to make sure you can accommodate demand, sell any leftover inventory and continue to provide your customers with an outstanding experience. If you succeed, you'll enjoy year-over-year sales growth as a result of your holiday efforts.
Maria Haggerty is CEO and one of the original founders of Dotcom Distribution, a premier provider of B2C and B2B fulfillment and distribution services. She received her Bachelor of Business Administration from University of Houston, C.T. Bauer College of Business with a concentration in Accounting. Maria plays an integral role in developing and defining all aspects of the business, including sales and marketing, operations, finance and IT. As CEO, she is responsible for providing strategic leadership, establishing long range goals, and developing strategies for the senior leadership team. Maria has developed the systemic and procedural infrastructure necessary to provide timely and accurate analysis of budgets, financial reports and financial trends in order to assist the Board, senior executives and clients in performing their responsibilities while achieving favorable results. She works closely with the leadership team to enhance, develop, and enforce procedures that will improve the overall operation and effectiveness of the corporation. During her tenure at the Dotcom, Maria has developed an environment of continual improvement by supporting the Senior Leadership Team and their department managers on continuous process, space labor, automation, and financial best practices. Prior to founding Dotcom, Maria was a CPA at Arthur Andersen and was later the CFO of GoodTimes Home Video where she helped grow the company’s distribution business. When Maria is not in the office, she enjoys traveling around the world and practicing her photography skills.