Strategies and Tips to Improve Your Seasonal Campaigns

Given the array of powerful AI tools available, ecommerce businesses now have numerous opportunities to draw in new customers and re-engage with existing ones, especially when people are more mindful of costs amid economic uncertainty.

To help you in maximizing this golden season, explore some tricks and tips we’ve picked up along the way.

Tip 1: Implement Wish Lists for Enhanced Shopping Experience

Businesses can capitalize on this desire by offering wishlists or ‘favorites’ functionalities. This not only satisfies consumer preferences but also provides an opportunity to encourage sign-ups and target users with relevant email campaigns. A noteworthy example is IKEA, which offers a ‘Favorites’ function allowing logged-in users to create lists. The sign-up page strategically uses the introduction text “Start organizing your dream space” to motivate people to get started.

Ensure that your wishlists are user-friendly on mobile devices, as a significant number of people prefer to browse on the go. This is especially important with the increasing prevalence of social commerce.

Top Tips:

• Utilize email campaigns to prompt users to log in and create or review their wishlists.
• Employ remarketing strategies for abandoned items, encouraging customers to save them to a wishlist or providing discounts on those items.
• Enable customers to easily share their wishlists with friends and family.
• Consider offering gift cards as an option, providing a stress-free way to fulfill someone’s wishlist dreams and simplify the decision-making process.

Tip 2: Extend Campaigns Beyond Traditional Holidays

Online shopping’s increasing customization and accessibility allow for expanding campaigns beyond typical holidays like Black Friday, Cyber Monday, Christmas, and New Year. Consider including other holidays that matter to your audience, such as:

Diwali: Celebrated by over a billion people, this five-day Hindu festival occurs from late October to November.

Thanksgiving: Explore opportunities beyond just Black Friday, considering the significance of Thanksgiving itself.

Christmas Eve in Scandinavia: In Scandinavian countries, Christmas Eve is a pivotal celebration.

Hanukkah: Celebrated globally, this eight-day festival is observed by millions.

Kwanzaa: Culminating in a communal feast called Karamu, this African-American holiday occurs in January.

Top Tips:

• Annual Calendar: Create a calendar noting key events in your target locations.
• Tailored Content: Develop content focusing on events significant to your target audience.
• Personalized Product Pages: Create engaging, personalized content and design product pages catering to those celebrating these annual events.

Tip 3: Boost Sales with Deals and Discounts

Given the cost-conscious mindset of consumers, businesses must cater to their desire for discounts and bargains. The Economist Intelligence report indicates increased spending since 2020, but consumers remain frugal in certain categories.

Top Tips:

• Email Marketing: Utilize your email lists to target customers with personalized deals.
• Social Media Discounts: Offer discounts on popular products or services on social media to drive click-through and traffic.
• Loyalty Schemes: Recognize the value of loyalty schemes for customer retention.
• Referral Schemes: Implement referral schemes to encourage existing customers to spread the word and bring in new leads.
• Last-Minute Incentives: Plan for last-minute shoppers by offering incentives like free or next-day delivery and concessions on eGift options.

Tip 4: Elevate User Experience for Online Shopping Success

Online shopping during the festive season is crucial, and ensuring a simple and enjoyable experience is the marketer’s responsibility.

User experience (UX) integrates design, customer interface, and strategy to make a customer’s journey seamless, aiming for a successful conversion. Consistency across channels is key. Whether moving from a social media ad to a custom landing page, maintaining consistent branding and content is essential. Addressing any delays in transitioning between channels is equally important.

Data protection and privacy are significant concerns for consumers. Addressing these concerns builds trust. Utilize data insights, A/B testing, and heatmaps to refine strategies. Optimize landing pages, conduct dummy runs to experience the customer journey firsthand, and prioritize transparency about data usage.

Top Tips:

• Data Utilization: Leverage data, such as Google Analytics 4, to gain insights into customer behavior.
• Testing and Optimization: Use A/B testing and heatmaps to refine strategies and optimize landing pages.
• Dummy Runs: Conduct dummy runs as a customer before launching campaigns to understand the customer journey.
• Transparency: Be transparent about how and why consumer data is used.
• Data Protection: Help consumers understand options for protecting their data, such as implementing cookies consent on your website.
• Legislation Awareness: Stay informed about legislation like GDPR and other regional regulations, like the CCPA.
• Security Audits: Conduct regular security audits to ensure the safety of customer data.

Tip 5: Harness the Power of Social Commerce

Leverage the reach and influence of social media during the holiday season, especially with the rise of social commerce.

Social networks like TikTok and Facebook have enabled direct purchasing, contributing to the substantial growth of social commerce. In 2022, it generated approximately $728 billion globally, with a projected increase to $6.2 trillion by 2030 (Statista).

Top Tips:

• Selectivity: Choose social networks strategically based on your audience and focus your efforts on the ones that resonate.
• Product Catalog: Set up a catalog to effectively showcase your products.
• Emotional Appeal: Tap into the emotional aspect of seasonal events on social media, as impulse buying is common.
• Visual Appeal: Avoid stock and dull photos in your shop. Think about what motivates someone to buy a product and make it visually engaging.
• User-Generated Content: Encourage user-generated content or run contests to gather captivating imagery for your campaigns.
• Influencer Collaboration: Connect with relevant influencers to amplify your reach.
• Unique Hashtags: Create unique hashtags for your seasonal campaigns to boost visibility and engagement.
• Live Videos: Consider hosting live videos, especially on platforms like TikTok, where they have become a powerful and viral form of content. Incorporate tags for added impact.

Final Words