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