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‘Twas the Month before Christmas…

By Jennifer Polk | November 13, 2015 | 1 Comment

There are 41 days left until Christmas and the only people more excited than kids are marketers who’ve been busy planning campaigns aimed at driving clicks and conversion. From retail-specific strategies to advice on using content and customer experience to drive differentiation, this week’s analyst picks offer practical advice for using customer-centric techniques to win over consumers this holiday season.

Here are 6 tips for retailers to optimize holiday marketing while there’s still time:

Santa Claus is coming to town and he’ll be here before Thanksgiving.

After consumers watch the big game and before they sit down for a turkey dinner, they’ll start shopping, with mobile expected to outperform desktop. It’s too late to launch a mobile app or site, but you can aim for your next app release before turkey day and test your site and app to handle increased traffic.Marketers are busy planning to drive clicks and conversion.

Consumers are making their lists.

According to the National Retail Federation, holiday sales are expected to be up 3.7% over last year and online sales are expected to increase as much as 8%. These benchmarks, along with Gartner’s CMO Spend Survey, could be used to assess your budget and make a last minute case for incremental campaign funding.

Make sure you’re checking inventory levels twice.

Review campaigns and creative content on an ongoing basis for out of stock inventory. Adobe Digital Index (ADI) “Holiday 2015 Predictions” forecasts that 76% of online holiday sales will go to 1% of products, which implies there are some hot items that will likely sell out or have fluctuating inventory levels.

Customers want to know if your product is naughty or nice.

According to ADI’s survey, 47% of respondents rate product reviews as a top influence of a major purchase. 32% expect to consult reviews for 2015 holiday shopping. It’s too late to start a review program, but not too late to syndicate content to commerce sites and incorporate it into your product marketing campaigns.

He sees you when you’re sleeping and knows when you’re awake.

Besides being the creepiest line ever, it shows Santa invested in customer journey analytics. Deloitte’s annual retail holiday forecast showed digital channels will influence 64% of holiday purchases. Knowing who and where your customers are allows you to personalize marketing to influence them in your favor.

Know if customers have been bad or good at responding to your marketing.

Email marketing is expected to play a pivotal role in this year’s digital marketing. But, bombarding customers with repeated promotions can lead to oversaturation and brand erosion. Use personalization and event-triggered marketing to tailor messaging and timing across channels for better results.

Take a look at our headlines for more holiday predictions and trends, along with examples of last minutes tips and tricks that retailers are implementing in order to reach and engage shoppers and remove friction from the shopping experience. What are you last minute suggestions to maximize digital commerce results this holiday season?

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  • Anton explained in his post, the process is a mix of compliance regulations mining, threat and risk assessments, etc