SUPPORTED CONTENT
DIGITAL ☛ WEB VERSION:
https://bit.ly/31ZdXpw Christmas is Coming! Looking beyond COVID-19 to maximise online Q4 sales
A moment of reflection COVID-19 caught us all off guard and it is easy to get swept up in day to day survival. While the focus is now on recovery, it is also important to look back and realise how far we have come and, most importantly, what we have learned and can apply to upcoming campaigns.
I am sure you had board room discussions around the following at the outset of the pandemic:
• Will distribution be able to keep pace with the increase in consumer demand?
• Will a traditional off line customer make the switch to online?
• How are we going to source product with international markets on lockdown?
What we have seen, is remarkable resilience from the retail sector.
Retailers have established a ‘new normal’. And now that eCommerce teams have a taste for these record-breaking numbers, we have to look ahead to sustaining this increased online volume and convincing ‘COVID Customers’ to turn into loyal customers.
Black Friday and Christmas are coming! We have two retail camps:
• The highf lyers – those who 34
thrived during the initial pandemic peak and have achieved the successes mentioned above; and
• The strugglers – those hit hardest by the virus, with their typical partners and markets hit hard by the lockdown measures.
What is common across these camps is the need to jump start strategies and look ahead to Q4.
Every year Christmas is reported to start earlier; Amazon typically lead the pack, with its Black Friday launch coming two weeks prior to the actual day itself. This whets the appetite of the consumer and before you know it the retail space starts swallowing the discount drug and inbox offers become a bit like wallpaper.
The highf lyers amongst us cannot afford to sit on our laurels and hope that Santa delivers the goods. Data is power. You have it all in your hands and using it to your advantage is the key to your Q4 success.
The strugglers need to plan and plan big. Retail stores may be opening back up but there have been many changes over the last 3 months to consumer behaviour. Brands did a great job of pivoting at the start of COVID and consumers have
been spoiled. Brands have connected, shown empathy and made it easy for us to buy and receive their products.
What matters now is being prepared for the uncertainty that Q4 brings.
Don’t lose momentum - How to plan It increasingly feels like we don’t have time to plan – we have been adapting and changing our strategies to maximise results and we are just coming up for air.
Successful planning is about setting actionable targets by channel – breaking things down into micro tasks is key.
e.g. “launch PPC campaign” is a biggie for the list. But what is the reality of that?
• Analyse 2019 PPC data
• Identify poorest and best performers: - Audiences - Devices - Keywords - Copy - Ad extensions - Offers
• Landing page performance
• New ad groups / campaigns created last year? Do they have their own landing page this year?
• Has your off line marketing schedule reduced with less
Direct Commerce |
homeofdirectcommerce.com
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 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50
