Online Retailers Holiday Season Checklist and Advice 2013

John Debrincat

CEO

eCorner

Retailers Christmas Checklist 2013

Critical issues

Actively monitor

Critical dates

Prepare actions

ServiceCustomers

PromoteMarket

After Christmas

Pre-Christmas Spending 2013 (14 Nov – 25 Dec)

Northern Territory 5.2%South Australia 4%NSW 3.9%Queensland 3.7%Victoria 3.4%

Predicted $42.1BUP 3.3%

Fashion UP 6.5%

Food UP 3.2%

Household goods UP 2.8% Source: ARA and Roy Morgan Research

13th November 2013

Is Holiday Shopping Important To Retail?

20% - 40% of total annual sales80% - 100% of profit for some retailersSpecialty retailers operate at ChristmasSupport consumer habitsOnline and mobile rapid growth

Source: http://www-148.ibm.com/tela/servlet/Asset/440799/

Your Business Needs Plan for Christmas

How long does it take you to pick, pack and ship? What is the peak number of orders that you can handle?How much stock will you need on hand?What content changes do you need for your web store?Do you have photos and new stock information from suppliers?What about pre-Christmas promotions and sales?What about Christmas gift cards and gift wrapping materials? What about social media?Can your site handle promotions and high traffic?

Ask yourself some basic questions

What can you expect this year?Expect to see more activity from mobile devices

You will see QR codes in printed mediaGift buyers will look for novelties and qualityComparison shopping will focus on unique selling propositions and great dealsEffect from Click Frenzy – 19th NovemberBuyers will look for added value and special offersShipping and delivery will be a key value propositionSocial media - Facebook, Pinterest, Google + and othersLate Christmas rush

What do you need to prepare?Content, Pricing & inventory - fresh and up to date

Logistics - shipping as a differentiatorService & support - be available longer hours leading up to ChristmasPayment & refund/returns - be proactive and offer after Christmas supportMarketing - look at your Adwords campaigns and budgetsSocial media – monitor, manage and be activeCheck security for payments – anti-fraudCreate QR codes in printed media

This will go to a unique Christmas themed landing page

Is your online store ready?

Ready for mobile & couch commerce?

Source: Digitalbusiness.gov.au July 2013

Mobile vs Tablet

Source: Adobe Digital Index March 2013

Traditional marketingQR Codes mobile

SEM - Adwords / PPC + MobileEDMs – Mondays 8AMSearch Engine Optimisation Shopping portals Feeds –

Google Shopping – Bing Shopping

Price Comparison Event driven

(November 19th)

Did you think about marketing?

Did you think about promotions?

Offer Christmas specialsAdd Christmas KeywordsFind products by price rangeOffer gift ideas “Gifts for mum” “Gifts for a friend”Gift wrapping and gift cards

MULTI-CHANNEL ECOMMERCE SUCCESS

Did you think shipping & delivery?

Multiple shipping addressesShipping as a promotion – “Free shipping”Gift wrapping and gift cardsOffer choice for deliveryGift coupons in packages (valid after 25th)

After Christmas promotions Cut off date for shippingParcel Push -

auspost.com.au/christmas-hours-and-delivery.html

Have you connected to friends?

Post gift ideas and examplesPost special offersPost important informationPost advice for ChristmasSocial media on your site- Talk to your service provider- Free stuff e.g. addthis.com

Manage and Monitor Activity

Analytics and reportingData centre hours and availabilityExpected visitor volumeImpact of events (e.g. Click Frenzy)Key staff availabilityLoad testing and Stress Testing- DIY – utest.com

Content delivery network (CDN)

2,700 visitors = 3.6 GB6,000 PI = 3.6 GB

SO IF WE EXPECT 10,000 VISITORS WE CAN EXPECT….

10,000 = 13.3 GBCheck bandwidth limitations

Example site bandwidth

Post Christmas Sales and Support

Keep selling after ChristmasRemember New Year’s sales are bigAfter Christmas is a great time for specialspeople on vacation like to shop around for bargainsBoxing Day and New Year’s specials campaigns

Don't think everything stops on December 25th - smart store operators will be ready.

eCommercespecialist

10 years of eCommerceeCorner ®

est.2004

Australian owned& operated

2,000+ Online Stores

Summary & Questions

Critical IssuesCritical DatesMarketingActionsServiceMonitorThe after party