Our Top Tips to Ensure your Christmas Campaigns Sparkle a Little Brighter

Hannah Johnston | Senior Marketing Executive

It has recently been reported that this year Black Friday is set to be the UK’s first £1 Billion online shopping day! With this in mind how ready are your campaigns for Black Friday, Cyber Monday and the fast approaching festive period?

Click here to view our Black Friday infographic so you know what to expect from Black Friday and Cyber Monday this year.

We’ve put together the four essential areas you should consider when implementing your marketing activities around the festive period:

Peak Trends

Are you effectively marketing to your database over the festive period?

With Black Friday set to be the biggest yet, it’s vital to increase contact frequency with customers to stave off the competition and improve conversion propensity. However, you must accommodate for customers who are not actively engaged with you in this period to secure their life time value; implementing predictive modelling achieves both of these, ensuring different customers receive the right amount of emails to suit them.  Ideas to achieve this could include:

  • Implement or amend behavioural programs to suit seasonality and maximise ROI.

  • Allow customers to build their shopping list and share through social channels.

  • Customer service, delivery information and ‘how to’ guides on products of interest.

  • On the week leading up to Black Friday or Christmas, look to send daily teaser emails to those most engaged as these can be used to drive excitement and anticipation.

  • Create preference centres in order to improve data capture. This could be used to tailor marketing messages as 9 out of 10 customers are more willing to give more personal information during this period.

Time of Day

Can you react to customer behaviour by targeting at the right time on the right channel?

A third of searches over Christmas happen between 10pm and 4am, with 15% of total sales on Black Friday happening before 9am. Most research also occurs on mobile and increasingly 30% of spending is done via this channel. It’s key to develop a marketing automation strategy to accommodate users at any time of day by creating campaigns which react to a customer’s behaviour across multiple devices and channels.

Device

Are you able to accurately identify customers across multiple devices to fully understand their intent?

With 60% of all online traffic coming from mobile on Black Friday 2014, knowing what devices your customers are using is imperative. Cross device tracking identifies users across a range of devices, the activity is then combined into one unique record for use across all marketing verticals. You need this if you want to have accurate targeting and personalisation by collating historic activity, both transactional and behavioural, across online and offline channels.

It has also been found that 69% of customers are ‘webroomers’, of which 57% are more likely to buy additional items when they go in-store. These customers research heavily online before purchasing in-store which means you will benefit by targeting them with additional products and content. This aims to encourage their researching nature, which will potentially increase the number of overall transactions that a customer makes with your brand. This is not possible without aligning all customer touch points from every channel.

Delivery

Have you optimised your delivery offering in order to remain competitive?

It sounds simple but getting your delivery offering on point could mean the difference between making a sale or not. 13% of people claim Click & Collect is a top three influencer when buying from a brand. For retailers without, reliability at this time of year is paramount with 50% of people believing orders up until December 17th should arrive on time. It’s crucial to offer a strong customer journey from sale to delivery, including post purchase contact that focuses on cross selling and emphasises reliability.

Utilise post purchase transactional emails to reinforce the reliability of your brand, reassure customers of their recent purchase and offer details on the expected delivery. It’s vital to be transparent and reassure customers of expectations within the post purchase process to avoid frustration and build customer loyalty. Look to increase customer trust and awareness throughout the customer journey:

  • You could use website personalisation to incorporate different messaging depending on their position within the purchase funnel and their potential spend value.

  • Aim to drive researchers into the conversion funnel by displaying relevant and transparent content about delivery options or Click & Collect as this is one of the main barriers to achieving conversion during the Christmas period.

  • You could introduce spend stretch campaigns whereby the cost of shipping is reduced so that it is relative to the overall basket value.

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