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The Ecommerce Holiday Playbook

Date post:08-May-2015
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The holiday season can comprise up to 40% of an online retailer's annual sales. Very soon competition will be heating up and gift buying will be in full swing. Are you ready?
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  • 1.#HolidayPlaybook DATA (August) MARKETING (September) WEBSITE (October) FULFILLMENT (September) Prioritize what you want to sell and forecast how much youll be selling. Evaluate what worked last year, whats 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

2. Data will point you to what you should be promoting this season and how much youll need. #HolidayPlaybook 3. #HolidayPlaybook Identify your top-performing products 4. #HolidayPlaybook Forecast demand 2013 Searches that yielded no results Orders that werent fulfilled 2014 ? 5. #HolidayPlaybook DATA (August) MARKETING (September) WEBSITE (October) FULFILLMENT (September) Prioritize what you want to sell and forecast how much youll be selling. Evaluate what worked last year, whats 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 6. Build marketing around what worked last year, whats working this year, and what you want to learn for next year. #HolidayPlaybook 7. #HolidayPlaybook Evaluate what worked last year 2013 2014vs. 8. #HolidayPlaybook Jan. Oct. Evaluate whats been working this year Nov.-Dec.vs. 9. Most companies start with a budget and then allocate it. We dont. We use RJMetrics to find the channels with the best ROI, and then spend money there.Vishal Agarwal CMO Nomorerack.com 10. #HolidayPlaybook Treat main days differently Nov.-Dec.Black Friday Cyber Monday Free Shipping Day 11. #HolidayPlaybook Plan what you want to learn for next year Ask shoppers if theyre buying a gift Test new campaign ideas Introduce a new product line Try something you havent done before: social referral campaign, retargeting ads, etc. Ask yourself: What do I wish I knew about last year? 12. #HolidayPlaybook DATA (August) MARKETING (September) WEBSITE (October) FULFILLMENT (September) Prioritize what you want to sell and forecast how much youll be selling. Evaluate what worked last year, whats 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 13. Searches result in 11% higher average order value than non- searches. #HolidayPlaybook 14. Optimize site search 15. 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 Ecommerce Zachys Fine Wine 16. 13% increase Conversion Rate 98% increase in Transactions 130% increase in Revenue 19% decrease in Bounce Rate The Results 13% increase in conversion rate 98% increase in transactions 130% increase in revenue 19% decrease in bounce rates 17. Remove every single possible barrier preventing a customer from finding the perfect gift. #HolidayPlaybook 18. Create curated landing pages 19. 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 Blake CEO Bocandy.com, bojerky.com 20. Give your top-performing products extra love 21. Dont let your competitors surprise you. Have a process & practice in place for monitoring the competitive landscape. #HolidayPlaybook 22. #HolidayPlaybook DATA (August) MARKETING (September) WEBSITE (October) FULFILLMENT (September) Prioritize what you want to sell and forecast how much youll be selling. Evaluate what worked last year, whats 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 23. #HolidayPlaybook Pay attention to the big three Black Friday November 28 Cyber Monday December 1 Free Shipping Day December 15 24. #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 Agar CEO The Chef Shelf 25. What about mobile? 26. #HolidayPlaybook Estimates in 2011 27. #HolidayPlaybook Actual 2013 Actual: $42.13B + Source: http://www.emarketer.com/Article/Total-US-Retail-Sales-Top-3645-Trillion-2013-Outpace-GDP-Growth/1010756 28. #HolidayPlaybook New Estimates for 2014 Actual: $42.13B + Estimated: $114B Source: http://mashable.com/2014/05/12/mobile-commerce-sales/ 29. Thanks for reading! (and happy holidays!)

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