#HolidayPlaybook

DATA (August)

MARKETING(September)

WEBSITE(October)

FULFILLMENT(September)

Prioritize what you want to sell and forecast how much you’ll be selling.

Evaluate what worked last year, what’s been working this year, and what you want to learn for next year.

Optimize your website for a brand new customer.

Prep your partners.

The playbook

Data will point you to what you should be promoting this season and how much you’ll need.#HolidayPlaybook

#HolidayPlaybook

Identify your top-performing products

#HolidayPlaybook

Forecast demand

2013 Searches that yielded no results

Orders that weren’t fulfilled

2014

?

#HolidayPlaybook

DATA (August)

MARKETING(September)

WEBSITE(October)

FULFILLMENT(September)

Prioritize what you want to sell and forecast how much you’ll be selling.

Evaluate what worked last year, what’s been working this year, and what you want to learn for next year.

Optimize your website for a brand new customer.

Prep your partners.

The playbook

Build marketing around what worked last year, what’s working this year, and what you want to learn for next year.#HolidayPlaybook

#HolidayPlaybook

Evaluate what worked last year

2013 2014vs.

#HolidayPlaybook

Jan. – Oct.

Evaluate what’s been working this year

Nov.-Dec.vs.

“Most companies start with a budget and then allocate it. We don’t. We use RJMetrics to find the channels with the best ROI, and then spend money there.”

Vishal AgarwalCMO

Nomorerack.com

#HolidayPlaybook

Treat main days differently

Nov.-Dec.Black Friday

Cyber Monday

Free Shipping Day

#HolidayPlaybook

Plan what you want to learn for next year

Ask shoppers if they’re buying a gift Test new campaign ideas Introduce a new product line Try something you haven’t done before: social

referral campaign, retargeting ads, etc. Ask yourself: What do I wish I knew about last

year?

#HolidayPlaybook

DATA (August)

MARKETING(September)

WEBSITE(October)

FULFILLMENT(September)

Prioritize what you want to sell and forecast how much you’ll be selling.

Evaluate what worked last year, what’s been working this year, and what you want to learn for next year.

Optimize your website for a brand new customer.

Prep your partners.

The playbook

Searches result in 11% higher average order value than non-searches.#HolidayPlaybook

Optimize site search

“We had one month before the holiday rush and needed to focus on the highest-impact area, we chose to optimize our site search.”Victor Castro

Director of EcommerceZachy’s Fine Wine

13% increase Conversion Rate98% increase in Transactions130% increase in Revenue19% decrease in Bounce Rate

The Results 13% increase in conversion

rate 98% increase in

transactions 130% increase in revenue 19% decrease in bounce

rates

Remove every single possible barrier preventing a customer from finding the perfect gift.#HolidayPlaybook

Create curated landing pages

“We pose everything as a gift. We want to make sure every single customer knows why a subscription to our product will bring the gift recipient ongoing happiness as well as the ease of giving the gift. This is a basic tip, but it works.”

Walter BlakeCEO

Bocandy.com, bojerky.com

Give your top-performing products extra love

Don’t let your competitors surprise you. Have a process & practice in place for monitoring the competitive landscape.#HolidayPlaybook

#HolidayPlaybook

DATA (August)

MARKETING(September)

WEBSITE(October)

FULFILLMENT(September)

Prioritize what you want to sell and forecast how much you’ll be selling.

Evaluate what worked last year, what’s been working this year, and what you want to learn for next year.

Optimize your website for a brand new customer.

Prep your partners.

The playbook

#HolidayPlaybook

Pay attention to the big three

Black FridayNovember 28

Cyber MondayDecember 1

Free Shipping

DayDecember 15

#HolidayPlaybook

Streamline your supply chain

“Long before the holidays start we have to talk with our partners to forecast demand, ensure that products will continue to be available, and strengthen the distribution channel of products to us and products to our customers. These conversations ensure no one is surprised by volume and that our customers receive quality gifts every time.”

Tanner AgarCEO

The Chef Shelf

What about mobile?

#HolidayPlaybook

Estimates in 2011

#HolidayPlaybook

Actual 2013

Actual: $42.13B +

Source: http://www.emarketer.com/Article/Total-US-Retail-Sales-Top-3645-Trillion-2013-Outpace-GDP-Growth/1010756

#HolidayPlaybook

New Estimates for 2014

Actual: $42.13B +Estimated: $114B

Source: http://mashable.com/2014/05/12/mobile-commerce-sales/

Thanks for reading!(and happy holidays!)