As the holidays get near, the uncertain economic picture is on everyone's mind, including shops and customers. This year, the market will be unpredictable due to a variety of variables, including supply chain problems and inflation. But according to Google analytics, individuals are still looking to buy and searching; they are just giving their purchases more thought. And pricing is not the only consideration while buying. To make a sale, a satisfied client experience is necessary.
Retailers have embraced technology as a means of adaption to level the playing field and promote more seamless purchasing experiences. In order to catch up with eCommerce players who were well positioned at the beginning of the pandemic to grasp the substantial shift in demand, omni merchants modified their storefronts and developed new shopping fulfillment. Today's omnichannel and eCommerce shops must go above and beyond the expectations of a new generation of savvy consumers who demand a seamless, individualized shopping experience.
What does this imply for the forthcoming holiday season then? The retail holiday playbook has to be updated. Christmas imperatives for shops this coming season are listed below:
Source: WordStream
Utilize Machine Learning To Meet The Holiday Moment
Throughout the client journey, automation increases efficiency to produce significant business outcomes. In fact, retailers using advanced measurement in their bids observe an average 15% increase in revenue1. Automation alone is no longer a differentiation, though, as 80% of Google partners already use automated bidding solutions2. To deliver the appropriate message to the right customer at the right time, Performance Max, broad matching to increase search coverage on lucrative performance keywords, and New Customer Acquisition Goals are essential levers.
Catch Holiday Intentions Before They Happen
Retailers must be prepared to capture and convert shopping intent at any time, since 76% of consumers believe that YouTube improves the traditional shopping journey by providing unexpected inspiration and 70% of YouTube viewers claim to have purchased a brand as a result of viewing it on YouTube. To achieve this, leverage the power of digital across screens to boost CTV effect, and incorporate product feeds to make all media shoppable.
Increase Your Unique Holiday Offerings
Today's consumer loves the freedom to purchase conveniently through a variety of channels, whether they are online or offline, in a store or curbside. The places, times, and methods of their shopping are all up to them. As a result, retailers' product availability needs to be accessible and present for all ad hoc needs of consumers. Using Google automation and local signals, highlight local availability, available fulfillment alternatives, and power to provide shopping flexibility while retaining an overall perspective of performance. Use Performance Max for Store Goals with store visits or local actions for a more omni-centric approach to your marketing strategy to identify the best ad mix and sequencing to reach consumers at the precise moment when they are most likely to be influenced to visit your store, as determined by local queries, distance to store location, and a consumer's device.
Convert Casual Shoppers Into Seasoned Buyers
Simply put, encourage customers to convert from visitors to purchases wherever they may be. In fact, it's crucial to constantly stoking demand by adding fresh offers and other promotions to your product feeds as soon as possible if you want to convert curiosity into big profit.
Due to supply chain challenges and continued global uncertainties, shoppers are more anxious than ever to score the greatest discounts, thus include projected delivery timelines and must-have deals is a guaranteed way to convert visitors into Christmas season customers.
Use Traditional Marketing Techniques
It's important to keep in mind that not everyone makes purchases online, so don't discount in-store marketing, which has greatly increased recently. For example, searches for "shop open" have increased dramatically by more than 400% YoY (Year over Year).
In other words, keep your accounts updated with opening times, location, and new photos to make it as simple as possible for people to find your shop during the Christmas season.
And let's face it, we've all done some last-minute shopping. Because of this, marketers can now use local inventory advertisements to advertise their clients' in-store inventory online and even handy in-store pickup choices for those of you who like to purchase in person on Christmas Eve, for example.
We can see things from prospects' and customers' perspectives and comprehend the difficulties they encounter by being truly curious about them. Understanding, empathy, and caring for people all start with curiosity. Even if we offer the best goods and services, customers choose us for more reasons than those we offer.
Our aim must be to be genuinely interested in learning what those causes are.
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