Holiday Retail Planning, Avoiding Lumps of Coal

2014 OCTOBER NOVEMBER DECEMBER HOLIDAY O SEO SEO Despite early research, 41% of shoppers RETAIL PLANAING Build out holiday deal pages with content. The earlier they Keep the page fresh for search engines. Links and social shares are built, the more authority they will have in search engines. are also a great capture at this time. Consider advising some What do you highlight in your content? 'deals' sites to watch the page for upcoming deals will not complete holiday AVOIDING LUMPS OF COAL shopping until Black 76% of free shipping % of shoppers will take advantage Half of shoppers will research before Thanksgiving weekend and 60% will purchase that weekend FRIDAY SALE FREE DELIVERY mid-December Sponsored by Y FATHOM RETAIL Use a countdown timer until the deals are 15 @FathomRetail live can provide a playful sense of urgency. & & A PPC PPC 3 of 4 PPC. PPC Use 3rd party tools or automated rules to turn promotional Continue monitoring prices for competitiveness and update Set up 'Out-Of-Stock' notifications. ads on and off key dates. ads accordingly (retargeting, Google Shopping, social media, etc.) onsumers say online research will help 0000 them decide which gifts and brands they'll Conversion rates for e-commerce buy this holiday. visitors that came through paid Implement code/test freezes on 6 in 10 shoppers will pay attention to search ads search ads jumped up 20% important and high-volume site (particularly weekends, especially the one between pages, determine potential lower-impact tests for Much like 2013, planning in 2014 is more Black Friday and Cyber Monday) during 2013 holidays lower-volume pages. critical than usual because the holiday shopping season is shorter. With Thanksgiving falling at the end of EMAIL EMAIL Finally, determine places for improvement November, this season has relatively few Create your email calendar & include an email send to sub- Monitor email metrics such as opt-out rates, complaint rates for the year ahead with review of previous shopping days, making each single one scribers so they can set frequency expectations and give and open rates to keep campaigns running smoothly. year's metrics vs. goals preference options to avoid high opt-out rates more valuable. By knowing and preparing ahead of time, retail marketers can set of marketers .. created and launched a holiday campaign before Halloween last year レ 7 Email Marketing accounted for 16% of e-commerce orders realistic expectations with their bosses 49 % Heres to yaur success in the coming season and budget accordingly. last year from Fathom Retail! Sources: Think with Google: Holiday Is (Almost) Here: 5 Shopping Trends Marketers Should Watch • The Custora Pulse