Gift giving is like a goal in digital marketing. You’re trying to “deliver a map” of the perfect gift based on what you know about the person, while adhering to an agreed-upon budget.
It’s a joy for some people who have done all their shopping in the weeks (or months) leading up to Black Friday or Cyber Monday.
And then another 79%.
Klarna surveyed 40,000 U.S. shoppers who bought at least one gift over the holiday season and found 79% Waited until the last two weeks before Christmas to buy anything.
As marketers, this is amazing news because it means our success or failure does not depend on a very good weekend.
We can seed throughout the holiday season and year-round to drive shoppers to conversion with last-minute campaigns.
To take full advantage of this buying behavior, we need to ensure a solid digital presence and operational infrastructure.
Consider these five strategies:
- “Just in time” countdown.
- one stop shopping.
- Product recommendations with gift cards.
- Charity add-on.
- Gamify upsell and lead capture.
While the main focus is on e-commerce/in-kind gifts that customers can buy, you can apply many of these lessons to local services.
1. Countdown to delivery time
Create a sense of urgency Passing countdowns is nothing new.
A timer can result in an average 37.50% Engagement conversion rate (sales) during the holidays.
The biggest chance in the countdown is the remaining order time to get your gift delivered in time.
2020, approximately 50% of respondents opt out of retail shopping due to health risks, making the reliability of on-time gifts even more important.
It’s important to remember that countdowns require different apps, depending on the channel.
For example, ads may perform best when you give users a specific number of days to complete a sale, while landing pages perform better in hours and minutes.
Don’t be afraid to remind your subscribers to list their schedules to order in time for the holidays (or keep their baskets).
2. Mobile-friendly one-stop shopping
People don’t like to work hard.
The simpler the task, the more likely it is to be completed.
That’s why many brands need to revisit their checkout process ASAP!
Imagine adding 10 to 15 products to your shopping cart, only to find out that you have to make a separate transaction.
This undoubtedly helps 30% Abandoned shopping carts (and $18 billion in lost revenue) because users had to re-enter information.
Amazon is often seen as a 400-pound guerrilla in e-commerce, but even they have an intricate multi-shipping address workflow.
this with their Below-average mobile experience (This makes it easy to exit the process and be forced to start from scratch).
Although technically a minority, smartphones account for 43% 2020 order volume.
We need to make sure that the user experience is not compromised on mobile devices.
By asking the user to add the address of the person they want to ship to, they get it wrong (you can do it right) forward Specify a shipping address for each gift.
Compare this experience to FromYouFlowers.com, which allows you to enter addresses manually (or pull from your address book if you’re logged in).
The checkout page is also a useful place to include a banner asking customers if they have forgotten anyone on their list.
Offering product recommendations for family members or potential clients who have bought gifts in the past is a great way to upsell without forcing a discount.
3. Combine product recommendations with gift cards
Gift cards are a lifesaver for many last-minute shoppers, but many shoppers feel guilty about gift cards lack of personalization.
Good news for them (and brands taking advantage of late shoppers): 59% ‘s wish list includes gift cards!
An effective way to increase your gift card average order value (AOV) is to allow customers to send product recommendations within the gift card amount.
This solves two very difficult problems in the shopping process:
- Shoppers can show they thought about buying And don’t just send a bunch of gift cards in bulk to feel better.
- Gift recipients don’t have to return gifts they don’t love – They can choose exactly what they want.
A good example of a brand doing this is Goody, which allows shoppers to “send” gifts via SMS/their app, but gives recipients the opportunity to choose something else of equal value.
Consider using product recommendations or allowing giveaway options for people who “pick” something they can easily swap out.
It’s a win-win for you and your customers: no extra operational overhead on returns or the inconvenience of dealing with unwanted gifts.
4. Charity Add-ons
The holiday season is the biggest shopping season because it’s the season of giving.
In 2020, we saw 49% Average giving increases (including business matching programs).
Introducing an “aggregate” option for donation purposes, adding individual donations, or giving users a “free gift” donation when they spend a certain amount of money can be an effective way to earn sales without unduly discounting your product/service.
Amazon’s “good company“Learning year after year because of its smile.amazon.com program.
A portion of each sale goes to a nonprofit organization designated by the customer.
Applying this plan to your brand doesn’t need to be a daunting task.
Whether it’s partnering with a tool like ShoppingGives.com, or promoting your own passionate organization, consumers will enjoy doing good while being kind to their loved ones (or themselves).
5. Gamify Upsell and Lead Capture
almost two-thirds (65%) of customers waiting for sale to buy.
Leverage demand savings while increasing average order value (AOV) and first-party data with on-site CRO.
Offering discount levels (buy two, save 10%; buy three, save 15%, etc.) will entice users to join you on most, if not all, holiday shopping.
In addition, research shows that a 5% increase in user engagement On average, it can bring in 75% of the income.
Gamification is the “easy button” for engagement because it turns a tedious task into a fun activity.
Whether it’s “spin to win,” “scratch off,” or other lead-capturing games, these campaigns can help drive sales and build a list to follow after the holidays.
When you give away discounts and fun, you get the gift of first-party data.
last point
Last-minute conversions are especially valuable during the holidays, but it’s an act you can take advantage of year-round.
Transparently meeting shipping deadlines and creating clever solutions for procrastinators can help you harness the full potential of your e-commerce channels.
More resources:
Featured Image: DC Studio/Shutterstock
