Holiday cheer: Sledding through a Successful Season with New Digital Strategies

 

Meet Sophie, the (imaginary!) owner of a small gift shop in Massachusetts. Her store was buzzing before COVID-19 because of her reputation for selling unique and high-quality gifts. 


People would linger, sip hot cider and drink free coffee, and then be enticed to purchase more.

Sophie was as heartbroken as her sales revenue when the pandemic struck and she had to close down shops similar to hers temporarily. What could they do to bring them back? Digital/Internet strategies that are more effective -- especially before the holiday season.

Sophie saw that the holidays looked different this year. She analyzed Google's latest research on U.S. holiday shoppers and found that:

  • 69% would buy more online than they did in the past
  • 77% prefer to shop online for ideas than in brick-and mortar stores
  • 66% would buy more from nearby, smaller businesses

After a few months of struggling with her website and social media presence, she realized that the best gift she could offer herself was a digital/Internet strategy. There is a good chance that you are similar to Sophie. You are ready to embrace the new marketing approach as you face the holidays and the beginning of 2021. These are nine steps that you can take to propel your business forward, with creativity and energy.

Imagine your prime customers:

What are your ideal targets? What are their needs and wants changing in the wake of the pandemic? And what opportunities do they offer you?

Take a look at the virtual mirror:

Are your customers changing their needs and evolving your online brand? If your customers have grown to expect attentive service in a brick-and-mortar shop, does that extend to your website? To make it easier for customers to use your website, you could offer a digital stylist and chats online. Do you offer an online shop that allows customers to purchase items as they browse your website? These features will help you sell more. Additionally, if your website is simple to use on both desktop and mobile devices, it will also be easier to search on Google.

Predict your customers' social media habits with

It is likely that consumers spend more time on social media sites like Instagram and Facebook than they do on your website. Create storefronts on these platforms with links to your ecommerce website. Instagram's "product guide" allows you to categorize your merchandise based on a theme. This will allow you to increase cross-selling and upselling.

Contact us:

Customers can identify with your brand and you by using the digital space. Use the digital space to share engaging photos, videos, and stories that show what makes you different. Keep the conversation going and expand it. If you sell apparel, ask your customers to take pictures of themselves wearing a new sweater and share them with their friends. Tag your brand.

Be transparent, real:

Transparency is key to building strong relationships. This leads to trust that lasts. This is especially true if you have difficult issues to address. To guide them, get ahead of them. For example, let customers know in advance if there will be delays to shipment. Communicate privately with individuals who are unhappy about a product or service and work together to fix the problem.

Social media advertising:

There is strong evidence for the combination of paid and organic social media content, with around 30% of Internet users finding brands and products through social media ads (GlobalWebIndex). Target specific audiences with advertising and ensure they return to your website.

Email:

If you have an extensive opt-in email list, the holidays are a great time to send customers gift ideas, valuable advice/recommendations, special pricing, incentives, and other goodies.

Unlock the power of multimedia content with

Video, music, and images are all powerful tools to make people feel, see, and hear your business. Retailers can now create an engaging and immersive experience without the need for a professional videographer, thanks to Instagram Reels and Tik Tok.

Be prepared -- with flexibility:

COVID-19 has shown us how quickly the business environment changes, but online retailers need to take advantage of Cyber Monday, Small Business Sunday, and other national holidays when shoppers are most interested. You should plan your content and promotions in advance and be prepared to change or create something new if necessary.

Enjoy! It has been a joy to see the creativity of retailers who are determined to find new markets and channels for their products. We also love to hear about how they tap into creative resources that they didn't know existed. We wish you the best, most fulfilling, and healthiest of holidays. With strong sales and the gift to confidence for the coming year.

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