EXPERT OPINION EXPERT O O


EXPERT OPINION THREE TOP F


Year,, navigating the numerous shopping peaks the busy final quarter of the year


rom Halloween t o Christmas and New Year


presents can be tough for any retailer . But, for those in the home and garden sector, ther, , the festive season is about so much more than baubles and fairy lights. Whether consumers are preparing to hold Christmas parties or host families, it’s an


lights. Whether consumers


opportune moment to make those last-minute fix-ups, so their homes are ready for the celebrations.


With 22Wiith 22 million active monthly users across the country browsing and buying on the site, Ebay has unparalleled insight into how the UK shops. And, by analysing our shopper data, we found that, ahead of Christmas, searches in the Home, Furniture & DIY category on the site spike as early as October and remain elevated until December.


site spike as earl as October and ast r


TIPS FOR PEAK


Last year, the week of November 1 1 signalled the “peak week” for sellers in the sector with searches reaching a seasonal high.


r,, the week of Novembe r,,


Understanding shopper behaviour and the triggers behind waves of consumer excitement are critical considerations for retailers when it comes to planning and stocking inventor ahead of peak season. This inventory ahead of peak season. This busy period can mean make or break for businesses vying for their share of shopper spend in an ever more


of shopper spend in an ever mor crowded landscape.


Here ar e three top tips to cut through the noise this Christmas.


1. Use online retail to reach a wide and sometimes last- minute audience


The real beauty of having an online store is the ability to take your business well beyond the confines of a physical showroom, reaching customers across the country or even around the world. With shoppWi ith shopping increasingly transitioning from the high street to online, having a digital pr esence can gr ow your potential customer base almost exponentiallyall . But it’s certainly not all about geography . Customers often shop


eograph . Customers often sh online for its flexibility; they want the option to shop wherever they are and whenever they can – which is often on the move and right at the last minute. W


ast minute. W their furnitur hour


our Wiith shoppers buying


their furnitur e right up until the 1 1th r,, any retailer looking to come out on top this peak season needs to have an easy-to-navigate (and fully mobile-optimised) online platform and adequately-stocked inventoryr .


2. Make your listings stand out from the crowd


When faced with fierce competition during peak season, consider how to make your online store and its products grab shoppers’ attention. Begin by using high resolution, well-lit, photographs of inventory


your customers that 18 DIY WEEK 13 OCTOBER 2017


to demonstrate to your products


are high quality. And ensure you


SEASON SUCCESS


Eba y head of home & garden business development Chris Gardner looks at manag ing peak- selling seasons and the huge opportunity the final months of the year can present to retailers


provide plenty of details about the pr oducts listed – not only will this serve to r eassur e shoppers of your authenticity but it will also help search engines locate your listings. On Ebay.co.uk, the most popular search term in the Gar den & Patio un up to Christmas


ovide plent


Wiith a flurry of shoppers preparing to buy big-ticket items to make their – or their loved ones’ – Christmas wishes come true, retailers simply can’t afford to miss out and the listings with appealing photos and informative descriptions are much more alluring.


category in the run up to Christmas last year was “shed”, with “hot tub” coming in thir d and accumulating more than 23,000 sear ches in the first two weeks of December. ofshoppe


two weeks of December Withaflurr of shoppe


3. Factor in affordable deliver and easy returns


e delivery


It’s not always easy to do, but increasingly customers ar e coming to expect a gener ous delivery and returns process and they’r e selecting the retailers they shop with based on their offer.


ff


For consumers, one of the greatest risks with online shopping is not being happy with a pur chase and having to tackle the burden of a cumbersome returns process.


Convenience is one of the most important factors for today’s time-poor online shoppers and by offering a simple policypolic , with easy and fast returns that helps make their lives easier , you’ll reap the rewards of a loyal base of returning customers.


li r,


However, with the extra pressure peak season places on both your business and delivery networks, communication is key to avoid disappointing customers.


r,, with the ex


disappointing customers. delivery


and


policy, or informing c limited holiday


Whether it’s amending estimated dispatch times,


temporarily changing your returns , or informing customers of opening times,


make sure your shoppers are kept aware of any changes in service, well in advance.


www.diyweek.net


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