While Royal Mail begins the process of recruiting an additional 18,000 temporary staff to cover shifts throughout December we look at how online retailing is shaping up for its busiest shopping period of the year, and offer online retailers with some practical tips aimed at maximising their online sales, and benefitting from the surge in seasonal traffic.
Despite the UK moving towards its second 'austerity' Christmas where consumers will be balancing the wish to celebrate and splash out with the constraints of squeezed incomes, Christmas 2012 is still expected to be another record breaking year for the online shopping industry.
Driven by recent improvements in the provision of super fast broadband throughout the UK, as well as mobile firmly cementing itself as a tangible shopping channel for retailers, we're set to see ecommerce yet again increase its influence upon the fortunes of Britain's retailers.
Demonstrating the need for retailers to provide their customers with the opportunity to shop when, where and how they want to, we offer existing online retailers, and potential newcomers a handful of practical tips on how they can ensure their websites work hard to convert Christmas visitors into Christmas shoppers.
Communicate your shipping deadlines
Let customers know when the last day they can order is, to guarantee delivery for Christmas, and whether you offer an express delivery service. If relevant, this information ought to be shown for local, national and international customers. Ensure these details are clearly displayed on your website, newsletters and any other ways that you communicate with your customers. This will not just help to increase your sales, but also limit any potential fallout following the Christmas period due to any late deliveries. Begin telling customers right away!
Offer Seasonal discounts and offers
Run seasonal offers, discounts and promotions, perhaps attract new customers by way of voucher codes. Target your customer database with specific offers 'only available to existing customers', perhaps even pre-sale offers. Ensure that you promote your offers and sales before they happen so that customers know when to look forward to them.
Ensure that stock levels are kept up to date
Make sure that if you're driving traffic to your website that you have plenty of stock, particularly of your best sellers. Avoid displaying any 'out of stock' tickets on products throughout the run up to Christmas, so that you benefit fully from the increase in seasonal traffic.
Maximise your basket values
Ensure that your key products are complimented by associated and related products, perhaps accessories if relevant. This will help to maximise your basket values and increase your overall revenue.
Don't hide your best sellers
Make good use of your best sellers by making sure they take pride of place within featured areas of your website including 'best sellers', 'featured products' and 'recommended items', not to mention displaying them on your home page. Compliment these products with related and alternative items in a bid to use their pull to increase the sales of similar products, perhaps own branded versions.
Free delivery
Free delivery still remains as persuasive as ever with online shoppers. Where you can, try and offer this as an option on your ecommerce websites, perhaps 'free delivery over £50' or similar. If you can offer free delivery, don't hide the fact, ensure that's a clear call to action and used within your seasonal marketing activities.
Continuity through marketing
Ensure that all of your marketing, both online and offline reflects your Christmas offers and promotions. Update your website banners to reflect the festive period and utilise your existing customers through targeted email marketing. Make use of paid search engine marketing to help supercharge your online visibility, and spread the festive message within your social media profiles.
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