Now is the time that marketers are developing their strategy and
tactics for the upcoming holiday shopping season. This three-part
blog series is my gift to all of my retail marketing friends. Today
I will review: online shopping, brick–and-mortar and gift cards.
As a retail marketer, your best bet is to evaluate last year’s marketing
strategies and tactics to determine what worked and what failed, then
ask yourself and your team, “Why did this work? Why did this fail?”
Last year, a whopping $35.3 billion of revenue was generated via
e-commerce a 15% increase from 2010. Projections for this year’s
online sales should be even higher, as the economy continues to
get stronger and consumers’ familiarity and comfort levels with
online shopping continue to increase.
Tip: Include a bounce-back coupon inside your shipping box, and
be sure your offer is compelling so the consumer actually wants to
Between December 1st and December 24th consumer retail spending
rose 4.7% over the same time period in 2010. Sales revenue for the
week ending December 24th was $44 billion, 14.8% higher than the
same time period in 2010. These powerful sales figures prove that
customers prefer to do the majority of their holiday shopping in
Tip: Now is the time to splurge on your in-store marketing spending.
Omni-channel marketing will give you the most bang for your buck-pair
smart in-store marketing with eye-catching merchandising, and make sure
you are properly staffed so customers do not have to wait in long lines.
all gift purchases.
Tip: Sprinkle gift cards throughout your stores and have your
employee’s upsell your customers by offering a gift card during
check out. Provide free shipping on gift card purchases for your
Clearly, shoppers prefer the in-person shopping experience during
the holidays, but online shoppers certainly are not to be overlooked,
and gift card purchases are icing on the cake. Create strategies for all
three so your holidays will shine. Next, I’ll take a look at the different
methods for effectively reaching holiday shoppers. Stay tuned.
Please share any tips or advice can you add?
Sources: ICSC-Goldman Sachs survey, ShopperTrak research, BMO Capital MarketsResponsys, comscore,