If your idea of holiday shopping is crowded malls and massive Black Friday sales at big box retailers, I hope I’m not the one to break it to you, but that’s not happening this year.
Covid-19 has dramatically impacted life as we know it, and that includes shopping. The public health guidance to physically distance has prompted a trend in shopping online from the safety of home. A June survey found that 49% of consumers are more interested in buying online this holiday season compared to last year. That number might seem low to you, but keep in mind that about 85% of people globally are shopping online.
Does that sound like a saturated market to you? Perhaps. If you’re reading this, you’re probably already invested in ecommerce to some extent. What is new, however, is the growth in Generation X and Baby Boomers spending more time shopping online during the pandemic. While you may be used to targeting younger consumers for ecommerce sales, Holiday 2020 is the perfect time to broaden your audience’s age range, or to move online if your clientele is typically composed of older, in-person shoppers.
The upsurge in online shopping may have been initiated by the pandemic, but it isn’t a temporary trend. Now that they’ve become accustomed to this convenience, 43% of shoppers across all age groups expect to shop online more frequently, and 33% plan to spend less time in stores once things are back to normal. Investments you make in upgrading your business’s ecommerce will serve you beyond this holiday season.
So, what might these ecommerce investments be? First things first, make your online store user friendly. Ensure your site is mobile optimized and your pages load quickly. Consider setting up one-click ordering or click-to-cart technology. If your physical location is open, set up online ordering with curbside pickup. Check in on your inventory management system: nothing is more frustrating than ordering an item that’s out of stock! Place tracking pixels on your site for insights into user behavior, as well as to retarget users who don’t convert on their first visit.
Now that you have a fully functioning ecommerce site, it’s time to bring in customers! Identify who your target customer is. Chances are, you can target users in your geographic market whose interests could lead them to considering your product. Decide when and where to reach them. With 52% of American consumers spending more time on their mobile devices during the pandemic, mobile ads are a must. Is it most strategic to target your customers when they’re out and about? Perhaps near your store, or near a competitor with higher prices? That’s where Geofencing comes in handy. Or would you like to target them while they’re scrolling and vegging out in front of their connected TV? Perhaps while your video ad is also running on that TV? Maybe it’s important for you to reach users as they’re viewing relevant content, so you’ll run contextual ads. A safe bet is to promote your product on social media, where 45% of consumers are spending more time during the pandemic, as well as sharing detailed information on their interests and motivations to buy. Of course, don’t forget to retarget your site visitors after they leave! Don’t limit your ads to one tactic: keep in mind that an omnichannel media plan is best for maximum reach and optimization opportunities.
Once you’ve laid the groundwork for successful customer acquisition and conversion, you can get creative with your messaging and sales strategy. We’ve put together a free downloadable guide on consumer trends we’re seeing heading into Holiday 2020, and hope you’ll check it out! Whether you feel that it fits your audience or are seeing other purchasing behavior, we’d love to hear from you and discuss your marketing strategy for the season.
