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B2C HOLIDAY MARKETING 101#wowwebinar
Private and Confidential. Property of Whereoware, LLC.
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MEET OUR SPEAKER
FAITH ALBERSDirector of Client Marketing
TWEET USING #WOWWEBINAR
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ABOUT US
• PRIVATELY HELD DIGITAL AGENCY• 17 YEARS OF EXPERIENCE• PERSONALIZED WEBSITES• EMAIL CAMPAIGNS• SEO & PPC• CLOUD BASED SOLUTIONS AND MOBILE
APPLICATIONS• DATA INTEGRATION
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AGENDA
Holiday Sales 2016
Holiday Planning
Update Website
Update Emails
Make It Mobile
Key Takeaways
Tie In Social
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BACK IN TIME TO2016
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B2C retail ecommerce sales increased
17.8%during the 2016 holiday season.
*emarketer
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B2C SPIKES IN YEARLY REVENUE
1/16 2/16 3/16 4/16 5/16 6/16 7/16 8/16 9/16 10/16 11/16 12/16
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HOLIDAYPLANNING
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KEY B2C HOLIDAYS
November
• Thanksgiving – Thur 11/23
• Black Friday - Fri 11/24
• Cyber Monday – Mon 11/27
• Cyber Week – 11/27-12/1
December
• Green Monday – Mon 12/11
• Christmas Eve – Sun 12/24
• Christmas Day – Mon 12/25
• New Year’s Eve – Sun 12/31
• New Year’s Day – Mon 1/1
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Holiday planning, site optimization
10-20% holiday emails, website updates
20-30% holiday emails with website updates
Your best holiday emails
Use paid ads and smart targeting for email
Change ads and emails to last minute deals
Change the focus to shopping for you
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THREE B2C ECOMMERCE EMAIL SCHEDULES IN 2016
Company A Company B Company C
DECEMBER
NOVEMBER
DECEMBER
OCTOBER
DECEMBER
SEPTEMBER
DECEMBER
NOVEMBER
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UPDATE YOUREMAIL
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HOLIDAY EMAIL CAMPAIGN IDEAS
Last Minute Gift
Company Card
Gift Guides + Trends
Countdowns + Daily Deals
Free/Rush Shipping
Buy Now, Save Later
Gift Subscription
Post-Holiday Sale
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LAST MINUTE GIFT
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COMPANY CARD
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GIFT GUIDES + TRENDS
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COUNTDOWNS
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FREE/RUSH SHIPPING
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BUY NOW, SAVE LATER
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GIFT SUBSCRIPTION
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GIFT SUBSCRIPTION
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POST HOLIDAY SALE
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UPDATE YOURWEBSITE
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OPTIMIZE YOUR WEBSITE
• Stress test your website
• Identify bottlenecks in website performance
• Identify infrastructure needs on demand (Cloud)
• Dynamic scaling
• CDN: Distribute content across different locations
• Check your site speed
• Large, Uncompressed Images
• Related Products
• Dynamic Shopping Cart/Mini Cart Functions
• 3rd Party Widgets
• Error Logs
• Product Personalization
If you haven’t already! Best time? Late August / Early September
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TOOLS TO CONSIDER
PAGE SPEED TEST GOOGLE MOBILE TEST GOOGLE ANALYTICS
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BIG PROMO CONSIDERATIONS
• Avoid site crashes
• Throttle Promotions.
• Review Hardware.
• Use a Microsite
• Create a special FAQ page
• Prevent site errors
• No site changes during sales
• Test promo codes
• Can you deliver on promises? Shipping?
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KEEP CUSTOMERS SATISFIED
• Know your deadlines
• Determine your “last sleigh day” and stick to it!
• Ensure you have enough staff in to fulfill orders
• Set Expectations
• Be clear about customer service hours
• Modify confirmation emails to let customers know if there will be a delay due to high order volume
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HOLIDAY WEBSITE CAMPAIGN IDEAS
Clearly identify promotions/offers
Navigation updates for holiday
Create great content
Make must-have info easy to find
Make it mobile
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HOMEPAGE UPDATE
August October
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PRODUCT CATEGORY PAGE UPDATE
October December
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NEED TO KNOW INFO
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LET’S NOT FORGETABOUT MOBILE
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61%
OF USERS ARE UNLIKLEY TO RETURN TO A MOBILE SITE THEY HAD TROUBLE ACCESSING
*McKinsey, 2014
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DESKTOP VS. MOBILE
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IF EMAILS DON’T LOOK GOOD ON MOBILE
72%
OF READERS WILL DELETETHE EMAIL.
*Adestra, 2016
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SIDE-BY-SIDENOT mobile-friendly Scalable Responsive
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HAVE AN APP?
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TIE INSOCIAL
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OMNI-CHANNEL HOLIDAY
WebpageInstagramEmail
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KEY TAKEAWAYS
Promote Early + Often
Consistent Promotions(email + website + social)
Don’t Forget Mobile
Small Changes Make a Difference (banners, nav, hero images)
Mix Up Campaigns + Designs
Test, Test, Test
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THANKS FOR WATCHING!
14399 Penrose Pl #450Chantilly, VA 20151
Contact us:
facebook.com/whereoware
@whereoware
Follow us on:
(877) 521-7448
