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Industry-cybertill


A retailer’s guide to planning for


Christmas


While many of us are still working off those extra Christmas pounds and are happy to forget about the holidays until December, retailers should be busy ordering their stock for the 2015 festive season. Cybertill’s Kate Williams gives us a step-by-step guide to planning for Christmas


can be quick to order stock on time but oſten leave planning how to optimise sales over the festive period until it’s too late. We’ve created a Christmas marketing


E


guide, which outlines what retailers need to do to prepare for the year ahead. At the start of the year, it’s important to


start building up your customer database, so that when it’s time to start your Christmas marketing campaigns, you have both a sizeable and accurate database of contacts ready to go. With a customer database, you should also be able to keep a log of customers’ transactions both in store and online.


16 SGBGOLF


valuating last year’s sales and deciding which products you need to order is key. However, retailers


Tactics for collecting data: • Use a flexible system that will allow you to decide which fields you want e.g. First Name, Last Name, Email, Address and Phone Number, and allow you to create more fields


• Have a newsletter sign up form at point of sale


• Run Facebook competitions using a low cost or free app, such as www.woobox.com, which will allow you to collect entrants’ details September is where the campaign planning really starts. Set a diary task to spend a half or full day to review last year’s marketing efforts and how they affected sales. Plan the Christmas section on your website and ensure it is robust – check last year’s Google Analytics. Is it scalable? If


traffic spikes will it be able to cope? If not, take action now! In early October, plan your key dates


before and aſter Christmas. Review, refine and update on last year’s campaigns. Decide on specific goals for your marketing campaign based on past performance.


You may wish to kick off your campaign with a fireworks theme around Bonfire Night. Other themes include: • Halloween and Bonfire Night • Black Friday and Cyber Monday • Wish Lists • Flash Sales • 12 Days of Christmas


By late October you should be getting


your graphics ready for your campaigns, including your website and social media,


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