CHRISTMAS
11
One of the best examples of this is a website called Mio
Destino. Tey recognise that most men are not wise in the ways of buying lingerie. Tey have an entire help section devoted to advising men on various aspects of the task.
so on. Engineer these to hit key price points and help solve a few present problems. Be creative - there are lots of things you can do. Molton Brown are terribly good at this. For inspiration on how the same products can be sold in many different ways take a look at the gifts section of their site. Teir facetted navigation is pretty good too. Apart from our nearest and dearest we do tend to set firm
budgets for gifts. Terefore on your site make sure there is either facetted navigation or product categories which are defined by price. Offer a gift wrap service. As well as a handy income stream
it does remove a task from the overburdened consumer. Taking on wrapping and despatching a present to the slightly unpopular Aunt Mabel in Eastbourne could mean that she gets a present this year and you get a sale you wouldn’t normally have got. Shift your price points as Christmas approaches. Sad to say we
spend less on other people that we do on ourselves. So when you get into the real Christmas buying season you need to reduce the average price point of your range. You need bags of choice at your lower price points to pick off the gifts for less favoured recipients.
Use merchandise to get customers to your site
In this most competitive season it is imperative to get noticed. PR is a remarkably effective tool to drive people to your site but you have to stand out. It may well be worth offering a few lines (on drop ship preferably) which will get journalists’ attention. Tey will also serve you well on social media as well. A general rule is the more outrageous the better as long as they
Sensible help like this is just worth doing for the sake of your brand let alone the sales it brings.
Make it easy to give a gift Te average Brit spends 15 hours on their Christmas shopping and collectively we buy enough wrapping paper to parcel up Guernsey. A lot of time and effort goes into Christmas so anything you, as a retailer, can do to make the process easier the more likely you are to get a larger slice of the Christmas cake. Firstly turn your products into gifts. Bundle items together to
make gift sets. Give them a decent name. Titles that go down well are things like “complete”, “essential”, “ultimate”, “collection” and
are still within the bounds of what you could credibly offer. One of the best exponents of this, as many of my friends are bored of hearing, is Hammacher Schlemmer. Tey have offered an $80,000 dollar luxury sleeping pod that floats in your private lake, a £7,000 dollar transparent canoe, a $30,000 designer hammock and a motorised suit case with, if I recall correctly, a remote control. All of these are stand out “wow” products that drive customers to the site where they ultimately end up purchasing trouser presses. Hammacher Schlemmer are an excellent example of a company
that knows how to produce a “sticky” gift site. Go to their US site and see how it’s done. Tis year they’ve got a $1,300 drone, just with a camera, no missiles not even for sale in Texas, and thousands of other items which you never knew you needed. So good luck this Christmas, merchandise well and the season
will be kind to you. Direct Commerce |
www.directcommercemagazine.com
FEATURE
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36