How to Prepare Your Digital Store for the Holidays
Is Your Ecommerce Game Ready for the 2020 Holiday Season?
Whichever predictions you choose to heed, one thing is certain about the 2020 holiday shopping season: it will be different. As we head into what brands typically count on as a time when retailers move their products with relative ease, adjust your expectations this year – but don’t necessarily lower them.
While some reports say that holiday shoppers will spend less this year, others say they actually expect to spend MORE. Rise above the uncertainty by differentiating your brand and attracting those who are willing and able to spend. Learn how to prepare for the challenges and opportunities that lie ahead in cooperation with your retailers.
Customer Expectations for the Online Shopping Experience
With customers more digitally connected than ever before, your brand has to be, too. Time spent online has reached an all-time high. Not only are people doing more of their shopping online, they’re using social media more, they’re attending school online, they’re telecommuting, and they’re even coming to prefer online fitness classes and doctor appointments. More eyes on screens means more opportunity to reach the right potential customers for your products.
The challenge is to cut through the noise. You can do this in three ways:
- Target potential customers online by using organic social media as well as targeted digital ads. Social media is a highly effective way to reach customers.
- Provide an excellent user experience on your website with personalized customer service via video, direct messaging, webchat, or phone.
- Sell your products through any and all third-party sellers that your target audience uses. A trusted product information management system (PIM) will keep your product data organized and up-to-date across platforms.
The rise in online shopping will mean fewer shoppers in physical stores this holiday season. Research by GlobalWebIndex found that 42% of adults plan to spend less time in stores or visit stores less frequently because of COVID-19. Many remain leery of getting sick, and many others simply acclimated to online shopping, especially with more products and delivery options available online than ever before. People are now comfortable with researching and buying products virtually, and will likely stick with their new habits.
Time for innovative products and sales strategies
Disruption fuels receptiveness to new solutions, and 2020 has been nothing if not disruptive. According to research by Facebook, 60% of shoppers are more open to trying new products during the holidays than the rest of the year. This could be an especially good time to launch new products or services.
Work with your retailers on a collaborative social media strategy that empowers them to showcase your products in their best light (and to the right shoppers). You might discover opportunities to direct products to a different kind of customer than you have in the past.
Consumers’ stress is another factor affecting this year’s shopping habits. If possible, position your products as gifts for people to give themselves. Talk about self-care and responsible indulgence. On the flip side, talk about the chance to boost someone else’s happiness and the positive psychological effects of gift-giving.
Especially if you do not have e-commerce capabilities on your own website, now is the time to step up how you manage your sales through Amazon, Wayfair, Walmart and other ecommerce marketplaces. To ensure you don’t miss out on sales this holiday season, rely on a PIM to keep things running smoothly.
Adapt your social media marketing for 2020
In your 2020 holiday season marketing strategy, keep social media front and center. It serves the dual purpose of marketing your products and showcasing your company values. It also provides a seamless way for your retailers to amplify your message.
Social media provides a way for people to discover products and brands, share what they find with their network, and compare retailers. Make it easy for them by posting on a regular basis, using high-quality product photos and descriptive captions. Anticipate what a customer needs to know about a product to make a decision. Provide links to make a purchase or contact customer service.
Shoppers increasingly want to support companies who match their values. Demonstrate your culture and personality, and possibly consider taking a stand on social issues—as long as you think carefully about your messaging and back up your words with actions.
Take advantage of digital tools and technology
If you’re not leveraging all aspects of your digital presence, including third-party sellers and social media, you will miss out during the holiday shopping season. Develop a strategy now that reaches the right audience and provides them with a great experience.
Amber Engine positions your business to use e-commerce more efficiently with centralized data and processes, along with product exports direct to online marketplace templates. Meanwhile, ThumbStopper sends your high quality social media content directly into the feeds of your retailers, putting you in front of their local audiences. As the brands you carry roll out their holiday season messaging, reap the benefits of their efforts.
The 2020 holiday season is the perfect time to automate your social media and take advantage of evolving consumer trends. Instead of viewing this time of uncertainty as a threat, seek the opportunities to strengthen your brand and earn new, loyal customers.