5 top tips to maximise your online Christmas sales in December

boost online christmas salesChristmas is knocking at the door.

We are already a few weeks into the key Christmas sales period but if you aren’t fully up and running with your Christmas promotions quite yet, then don’t worry there is still time to give those seasonal sales a bit of an extra push. This week ShopIntegrator takes a look at how your small ecommerce business can maximise sales with some easy to implement tips.

Online sales predictions for 2015

If predictions are correct 2015 is looking like another booming year for ecommerce in the UK. Researchers forecast 12% market growth and £116bn will be spent online. With many retailers creating over half of their yearly sales and profits in the three months prior to Christmas, making the most of your online presence is paramount. Indeed, according to the Centre for Retail Research last year in the UK online retail accounted for almost one-quarter (23.4%) of Christmas spending with online sales rising from £14.93 bn (2013) to £17.37 billion in 2014 – a very healthy growth of 19.5%.

5 tips to maximise your online sales this holiday season

The great news is that according to National Federation of Retailers 20% of us don’t intend to start their Christmas shopping until December and actually the busy day online isn’t Cyber Monday but the Monday or Tuesday a week or two before Christmas. So implementing a few tips now could still help boost your profits over the Christmas period.

1. Jolly up your website

First stop is your website. When potential customers arrive at your site you want to keep them in a Christmas frame of mind. Adding some appropriate seasonal graphics and images will help create the right environment to promote your Christmas products. Take a look at Tiffany’s home page. It creates the perfect environment for its brand at Christmas.

christmas homepage

Having a separate Christmas page that showcases the products that make great gifts works really well. Helping customers with the decision-making process is essential so spend some time categorising products into relevant groups. For example:

  • Gifts for Her
  • Gifts for Children
  • Gifts for Teenagers
  • Gifts for Him
  • Gifts that Sparkle
  • Gifts for Food Fanatics
  • Stocking Fillers.

Not only will this inspire customers, it can push them along the road to making a decision. For a successful example checkout notonthehighstreet.com’s christmas page.

 

online christmas sales

 

2. Spread christmas cheer on social media

Social media is a great way to communicate with your customers during the Christmas season. As a marketing tool it is low-cost and a very quick way to get your message across. Use social media to inspire with creative gift ideas, highlight any special offers and promotions and communicate helpful information such as reminders about key christmas delivery dates.

And don’t forget social media is the perfect channel to spread some Christmas cheer amongst your customers. It’s a chance to be a bit lighthearted and tap into all the seasonal excitement. Try running a festive contest, create christmas mood boards, share seasonal quotes and offer handy Christmas related tips and advice. To build engagement further open up discussions with fun questions like ‘What was inside your Santa’s stocking when you were a child?”.

Pinterest is all about the visual so a strong presence works particularly well this time of year. Create special Christmas boards and pins to showcase your wares.

Here are a couple of Pinterest examples from notonthehighstreet.com and Stella and Dot.

pinterest christmas boards

 

 

christmas pins on pinterest

 

3. Open a yuletide Facebook StoreOpen a Facebook shop

Think about opening a Facebook store in time for Christmas. With over 1.55 billion monthly active users it’s an excellent way to introduce an additional sales channel for your seasonal products. The great thing about a Facebook store is that you can strike whilst the iron is hot. Rather than having to whisk engaged customers off to your website to make a purchase you can sell to them directly off your Facebook page.

It doesn’t take long to set up a Facebook page either. Checkout ShopIntegrator’s guide to opening a Facebook shop.

4. Ho Ho Ho your emails

Get busy with your email marketing this christmas. Email is an essential part of a small business owners marketing toolkit. Flexible and cost-effective it one of the most effective ways communicate with your customers this season.

Gift ideas. You’ve probably already categorised your gifts on your website so now is the time to use email to inspire customers with your gift ideas. Here is a great example of an email I received from online clothing retailer Boden that does just that.

Boden: It’s just not Christmas without new pyjamas

christmas email

Countdown: Creating a sense of urgency in your emails as Christmas approaches is a great way to encourage conversion. Try sending out emails that count down the shopping days until Christmas.  Here is a fun and creative example from gift retailer notonthehighstreet.com.

notonthehighstreet.com: Nine more sleeps till the unwrapping starts

urgency emails

Last minute shoppers. There will always be a healthy proportion of shoppers who will leave everything to the last-minute. Offering guaranteed delivery a few days before christmas is very attractive to just such customers. Just be absolutely sure you can keep that delivery promise!

Sending an email to  customers reminding them of your last posting dates to guarantee a Christmas delivery is a good way to encourage those who are thinking of making a purchase to get on and do it.

Seasons greetings to your customers. After all the sales promotion emails it is a nice idea to send out a little christmas spirit  to show your customers you appreciate them. Sending out an e-card to customers and suppliers adds a personal touch and reminds then that they are important to you.

discounts, coupons and voucher codes5. Happy holiday promotions

At such a key time of year online businesses are all competing to win customers. A great short-term sales tactic way to boost your seasonal sales conversions is through offering special holiday promotions such as online vouchers, discount codes and e-coupons.

We all love to feel we’ve got a bargain especially during Christmas when it feels like money is literally flying out of our wallets. Special offers such as online discount vouchers can help encourage us to take our shopping cart to the checkout – especially if there is a deadline looming for the discount.

There are all sorts of variations you can use – popular ones include:

  • Free delivery and returns
  • Buy one get one half price
  • Save 25% 
  • Spend over £100 and get £10 off
  • 3 for 2 offers

Just remember if you are offering discounts to make sure you have done your sums first  and have read the guidelines laid out by the British Code of Sales Promotions and Direct Marketing.

Hopefully we’ve given you a few easy to implement ideas to help give your ecommerce sales a bit of a boost during what we hope will be a busy and profitable season for online businesses.

We’d love to hear your thoughts and experiences on maximising sales at Christmas. So please do leave  a comment.

 

 

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How small businesses can plan for a profitable online Christmas

online christmas salesChristmas is one of the most important times of the year for many online retailers.  December 2013 saw UK shoppers spend a record £11 billion online – a year-on-year rise of £18% . So considering as a nation the Brits spent £91bn online in 2013  and are anticipated to spend £107bn in 2014 , Christmas 2014 looks set to be another profitable period for e-commerce.

If you haven’t already started planning for the Christmas period, then now is the time to get organised. You don’t want to risk losing out on those lucrative seasonal sales just because you haven’t planned ahead.

What will consumers be doing?

Trends indicate more and more people will be shopping online this Christmas.  November and December are still likely to be the key shopping months, but don’t forget a significant number of consumers start shopping in September and October.

  • In the UK 61% of people said that they completed more than half of all their Christmas shopping online during 2013
  • Online sales in 2013 grew by a staggering 19.2% compared to 2012.
  • In 2013 the majority of consumers (49%) planned to do their Christmas shopping in the months nearing Christmas – particularly in November or beginning of December, 27% and 22% respectively.
  • 30% of consumers expect to start holiday shopping before Halloween
  •  22% of women had already started their Christmas shopping by September or October in 2013
  • 28% of women  ‘do their Christmas shopping early to avoid stress’.

importance of planning aheadWhy and what should you be planning now?

So, if time has slipped away from you (as it often does when you are managing your own business), don’t worry it’s not too late to start planning your Christmas activities. Although early bird shopping may have commenced, the busiest sales period is still to come.

Don’t underestimate just how useful an exercise planning is. Putting time aside now to work out all your seasonal activity will save you both time and stress in the long run. A plan helps you keep on track and alleviates the need for any last-minute, poorly executed and panicked promotions. It also serves to inform other members of staff of what is happening and when – keeping all of you singing from the same songbook.

Promotions – put together a schedule of planned activity

Decide on what christmas promotions you intend to do and then put together a schedule of activity. For example supposing you want a special offer to go out in time for this year’s Black Friday and cyber Monday (28th November and 1st December respectively) then schedule in the day your activity needs to go out and work backwards from there. You can then calculate when you need to have all your preparatory work completed.

Get started now on planning your promotions:

Christmas offersSeasonal offers

Offers are a great way to pull customers in over the Christmas shopping period. By our very nature we love a bargain, so think about planning some special yuletide promotions such as:

  • By one get one half price
  • 3 for 2
  • Free delivery
  • Early bird incentives – such as 15% off

Tip: If you’re not 100% sure what offers you going to do then you can always do a teaser for customers. For example, Check out Argos. They have already set up a separate webpage for their Black Friday and Cyber Monday deals for customers – without stating the exact details of what their offers will be.

Email, social media, advertising, blogs

Whatever offers you decide upon, then you need to schedule when you want  your promotional activity to hit. How are you going to tell everybody about all the great products and offers you have if you don’t shout about them from the rooftops in time? So plan in when you are going to send out your promotional emails, publish your festive blogs, launch your promotions on your websites and social media networks and if and when you are going to advertise.

Sales platforms – what are you going to need to tweak

Getting  customers into the right mindset can really help your sales conversions. So think about how you can ‘Christmas up” your sales platforms.

Website: Making your website Christmas friendly is essential. Inspire customers as much as you can by showcasing products that you think will make perfect gifts. Make it easy for customers to find things – try categorising headings such as; stocking fillers, gifts for children, gifts for her, gifts for food lover or gifts for under £15. For ideas on how to get your website ready for the festive season check out some online businesses that do Christmas well like notonthehighstreet.com.

Open a Facebook shopFacebook store: If you haven’t already got one set up, then now is the time to  create a Facebook shop and give yourself an additional sales channel for your products in time for Christmas. With 1.23bn monthly active users, a Facebook store offers a cost-effective channel for small businesses and start-ups to sell directly to an engaged audience in an environment in which potential customers are actually interacting in the here and now.

Multi device friendly: Mobile and tablets play an increasingly important part in a consumer’s purchasing journey. 

“Mobile phones and tablet computers are now used for nearly 6% of all retail sales as Brits embrace shopping from the sofa, the train and under the duvet” The Guardian 2014

December 2013 saw online sales via mobile devices double from the previous year to £3 billion.  With the trend likely to continue, if your website is not already multi-device friendly then now is the time to get it sorted.

Landing pages: Don’t forget to plan in appropriate and relevant Christmas landing pages. If you’re sending out specific yuletide offers and promotions, make sure your message is carried right through and reflected on the landing page. Your landing page has a significant impact on your conversion rate so make sure you don’t just send customers through to a bog standard home page. Make sure it reflects the content of your Christmas promotions – otherwise all your hard work and planning could be wasted. 

christmas stock and resourcesStock levels and resources

If you’ve identified products from last year that sold particularly well or have products you are confident are going to prove popular, make sure that you’ve got enough stock in to fulfil any Christmas orders. This way you can rest assured that any seasonal lifts will be catered for. Equally if you feel you are likely to experience a large increase in orders then decide whether you will need any extra help to manage the fulfilment and despatch. If you think you will struggle then have a plan in place to get more hands on board when you’ll need them – whether that means pre-warning family and friends that they may need to be roped in to help or hiring in temporary seasonal staff. Essentially be  prepared!

prepared earlier‘Here’s one I prepared earlier’

Finally, if you know that the Christmas period will be hectic, have a think about what you can do now to get yourself a bit ahead. This will save you a great deal of time and stress during those really busy periods. For example:

If you have a regular blog write extra articles now, in advance. They are then sitting ready to published when you need them.  The same goes for emails and newsletters. There is no reason why you can’t them prepared in advance when you have a quieter moment.

Just by thinking ahead and planning in advance you can avoid any nasty surprises and keep your stress levels lower. And if you really have no time at all then think about some seasonal outsourcing – it may well be worth it in the long run!

Further reading for some more Christmas tips:

 

We’d love to hear your thoughts and experiences on this subject, so please do leave a comment.

 

7 tips to boost your online sales this Christmas

Chritmas shopping trolleyThe predictions are in and by all accounts Christmas 2013 looks set to be a record year for online retailers. So, as we go full steam ahead into the busiest shopping period of the year, ask yourself whether you are making the most of the opportunities Christmas presents to maximise your online sales.

A record Christmas for online sales

Forecasts indicate that consumer spending will break through the £10 bn mark for the first time this year as internet shopping will account for the largest ever share of sales . Retailers are already coming in with glowing pre-christmas sales reports. Indeed,  John Lewis has announced a 23.7% year-on-year growth in eccomerce sales, with  31% of  the £101.4m made in the week in question were from sales made online.

Monday 2nd December – Cyber Monday – is just a few days away and looks set to be the busiest online shopping day of the year. Therefore we thought it was the opportune moment to offer some timely tips to help you take advantage of this record breaking period and increase your Christmas sales.

7 tips to boost your sales and keep your customers happy this Christmas

1. ‘Christmas up’ your Website

Get into the Christmas spirit and inspire your customers  by making your website Christmas friendly.  Creating a festive feel with the use of some appropriate graphics sets the right atmosphere and helps create a relevant environment for Christmas shopping.

Identify the products that will make great Christmas gifts and  create a Christmas page where you can showcase them.  Make things easy for customers and categorise products so they are easy to find under headings such as; gifts for him, gifts for her, gifts for kids, gifts for foodies, gifts under £20, sticking fillers – you get my drift. This helps inspire customers with gift ideas and can help motivate them to buy.

Don’t be afraid to look at what your competitors are doing and to take some inspiration from other bigger websites like John Lewis and Not on the High Street .com  that do Christmas really well.

2. Be multi-device friendly this Christmas 

“Online retailers also need to be mindful of the need to provide a consistent multi-channel experience to shoppers across all devices”  Digital Strategy Consulting

According to the latest research findings from IBM the volume of traffic to UK retail websites has grown 60% year-on-year (October 2012 – October 2013) and sales from mobiles is up 80% in the same period. Therefore, it is more important than ever to make sure your  website is equally well viewed on whatever device your customer is using to browse or buy from your online shop – whether laptop, mobile, tablet or desktop.

You may have a fantastic Christmas friendly website selling a multitude of great products but if it can’t be viewed effectively on the device the customer is using at the time, then you may lose the customer and the potential sale.

3. Special christmas promotions – discount codes and special offers

Christmas shoppers are on the hunt for good deals so now is the time to entice customers to your website and motivate them to purchase with some special Christmas promotions.  For example use discount codes and sales vouchers to offer special Christmas savings such as  percentage off, multi-buy savings, free delivery and limited time money-off discounts.

4. Entice customers with Christmas friendly shipping and delivery

Getting shipping and delivery right at Christmas is hugely important. Offering free shipping is great but only if the product gets to the recipient in time for Christmas. Give customers peace of mind by being very clear about estimated delivery dates. Remember at Christmas the sheer volume of packages results in longer delivery times. Build this into your delivery estimations so as not to disappoint customers. Why not consider click and collect options for your customers. They may find this more more convenient than waiting at home for a delivery.

Communicate with your customers, send email status up-dates letting customers know when their products have dispatched.  And most importantly don’t forget to make sure you state the last day for guaranteed Christmas delivery. As we’ve already mentioned, not getting their purchase in time for Christmas is a huge frustration for customers. Reinforce your last shipping dates on you website, social media sites and in email communciations. Perhaps consider a Christmas delivery countdown such as  – 11 shipping days to go.

5. Don’t forget stock and resources

With all your offers and promotions – take time to think about your stock and staffing levels . Identify the products most likely to sell (last years Christmas sales figures should help) and make sure you are managing your stock to meet any uplift in sales. Also, with increased orders do you have enough hands to fulfil and despatch orders in time to meet your promised deadlines? Think about taking on some temporary staff or rope in family and friends to help if necessary.

6. Promote, promote, promote

Christmas is the time to go all out with your marketing. You need to make sure your offers are communicated effectively to customers. There is no point implementing great offers and incentives if your customers remain unaware of them. Shout your promotions from the rooftops using your website, all your social media channels and email. As a small business all these tools are low-cost and effective ways to get your messages out. Keep promoting, refreshing  and pushing your messages throughout the entire  Christmas shopping season.

7. Don’t forget last-minute shoppers

There is a  large proportion of shoppers that do their Christmas shopping at the last minute in the week before Christmas so try and think of creative ways of enticing them in for some extra last minute sales. Perhaps offer next day delivery options or promote some last minute offers. You could even think about a last minute Christmas shopping promotion – perhaps a special offer and some last minute gift ideas for customers.

Christmas 2013 looks like a great year for online businesses so we wish you some very happy and healthy Christmas sales.

We’d love to hear your experiences and thoughts on this post, so please do leave a comment