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John Debrincat
CEO
eCorner
Retailers Christmas Checklist
Critical issues
Actively monitor
Critical dates
Prepare actions
Service Customers
Promote Market
After Christmas
Christmas Spending 2013 (14 Nov – 25 Dec)
Northern Territory 5.2%
South Australia 4%
NSW 3.9%
Queensland 3.7%
Victoria 3.4%
Predicted $42.1B
UP 3.3%
Fashion
UP 6.5%
Food
UP 3.2%
Household goods
UP 2.8% Source: ARA and Roy Morgan Research
13th November 2013
Is Holiday Shopping Important To Retail?
20% - 40% of total annual sales
80% - 100% of profit for some retailers
Specialty retailers operate at Christmas
Support consumer habits
Online and mobile rapid growth
Source: http://www-148.ibm.com/tela/servlet/Asset/440799/
Your Business Needs Plan for Christmas
How long does it take you to pick, pack and ship?
What is the peak number of orders that you can handle?
How much stock will you need on hand?
What content changes do you need for your web store?
Do you have photos and new stock information from suppliers?
What about pre-Christmas promotions and sales?
What about Christmas gift cards and gift wrapping materials?
What about social media?
Can your site handle promotions and high traffic?
Ask yourself some basic questions
What can you expect this year?
Expect to see more activity from mobile devices
You will see QR codes in printed media
Gift buyers will look for novelties and quality
Comparison shopping will focus on unique selling propositions and great deals
Effect from Click Frenzy – 18th November
Buyers will look for added value and special offers
Shipping and delivery will be a key value proposition
Social media - Facebook, Pinterest, Google + and others
Late Christmas rush
What do you need to prepare?
Content, Pricing & inventory - fresh and up to date
Logistics - shipping as a differentiator
Service & support - be available longer hours leading up to Christmas
Payment & refund/returns - be proactive and offer after Christmas support
Marketing - look at your Adwords campaigns and budgets
Social media – monitor, manage and be active
Check security for payments – anti-fraud
Create QR codes in printed media
This will go to a unique
Christmas themed
landing page
Is your online store ready?
Ready for mobile & couch commerce?
Source: Digitalbusiness.gov.au July 2013
Mobile vs Tablet
Source: Adobe Digital Index March 2013
Traditional marketing QR Codes mobile
SEM - Adwords / PPC + Mobile
EDMs – Mondays 8AM
Search Engine Optimisation
Shopping portals Feeds – Google Shopping – Bing Shopping
Price Comparison
Event driven
(November 18th)
Did you think about marketing?
Did you think about promotions?
Offer Christmas specials
Add Christmas Keywords
Find products by price range
Offer gift ideas “Gifts for mum” “Gifts for a friend”
Gift wrapping and gift cards
MULTI-CHANNEL ECOMMERCE SUCCESS
Did you think shipping & delivery?
Multiple shipping addresses
Shipping as a promotion – “Free shipping”
Gift wrapping and gift cards
Offer choice for delivery
Gift coupons in packages (valid after 25th)
After Christmas promotions
Cut off date for shipping
Parcel Push -
auspost.com.au/christmas-hours-and-delivery.html
Have you connected to friends?
Post gift ideas and examples
Post special offers
Post important information
Post advice for Christmas
Social media on your site - Talk to your service provider
- Free stuff e.g. addthis.com
Manage and Monitor Activity
Analytics and reporting
Data centre hours and availability
Expected visitor volume
Impact of events (e.g. Click Frenzy)
Key staff availability
Load testing and Stress Testing - DIY – utest.com
Content delivery network (CDN)
2,700 visitors = 3.6 GB
6,000 PI = 3.6 GB SO IF WE EXPECT 10,000 VISITORS WE CAN EXPECT….
10,000 = 13.3 GB
Check bandwidth limitations
Example site bandwidth
Post Christmas Sales and Support
Keep selling after Christmas Remember New Year’s sales are big
After Christmas is a great time for specials people on vacation like to shop around for bargains
Boxing Day and New Year’s specials campaigns
Don't think everything stops on December 25th - smart store operators will be ready.
eCommerce specialist
10 years of eCommerce eCorner ®
est. 2004
Australian owned & operated
2,000+ Online Stores
Summary & Questions
Critical Issues
Critical Dates
Marketing
Actions
Service
Monitor
The after party
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