Twinkling lights are being hung, displays are getting set up, and retailers are beginning to train their holiday-ready workforce. That’s right, the peak of the season is right around the corner, and it’s prime time for brands to see how the market responds to their holiday strategies.
But how can retailers maximize their performance as hard-to-predict consumer behaviors shift and tactics don’t pan out?
Top retail experts shared their top agile tips and experiments.
Industry reports indicate that mobile sales could increase by up to 15% this holiday season. Retailers can win the mobile moment by testing different products and offers “above the fold” — on the first splash screen — of the mobile experience. By analyzing click and purchase behaviors, retailers can determine which tactics truly resonate.
— Rod Sides, Vice Chairman and US Retail, Wholesale and Distribution Leader, Deloitte LLP
“Social commerce is on fire. For the first time, the average adult in 2019 will spend more time per day on their mobile device than watching television — and social media is where people spend the biggest chunk of their mobile time.”
— Ed King, Co-Founder, HighStreet Collective
“Allow [shoppers] to set the standard for what they get and why. That provides value for them and are absolutely doable for retailers right now.”
— Beth Warren, SVP Marketing and Retail Practice, Creative Realities
Throughout the season, there will be different messaging “triggers” that inspire shoppers to act. However, there’s nothing more powerful than a deadline. Refine your messaging strategy to focus on timely offers, limited stock, shipping deadlines and more. Or ramp up your ad strategy to speak to last-minute shoppers. Just be sure you can keep your promise and get customers their gifts in time.
“Retailers use Shopping ads to quickly update marketing strategies. Amazon throttles Shopping ad spend on Google later in December to home in on last-minute shoppers. Last year, the volume of Shopping ads from Amazon declined when the retailer could no longer fulfill digital orders for the majority of its inventory, giving traditional retailers an opportunity to drive digital shoppers to physical locations for pickup.”
— Bill Duffy, Research Director, Gartner L2
“If I was a retailer I’d be thinking of ways to streamline gift-giving, making it easier and more convenient for people to shop in one place — in one tap or one visit.”
— Beth Warren, SVP Marketing and Retail Practice, Creative Realities