At this year's Fall Design Week we welcomed Natasha Murphy, founder of Nicely Built. She kicked off Day 2 with a deep dive into "Holiday Preparedness" and how to prep your shop for the 2019 holiday season. Based in our hometown of Atlanta, Georgia, Nicely Built works with clients to create custom websites in order to make the most of their online presence. Through personalized digital solutions, clients are able to finesse their brand.
Natasha's presentation about retail holiday marketing provided insightful data about consumer spending during the holiday months of 2018 and shed light on ways to get ahead of your competition in order to stand out as the year comes to a close.
Prepping Your Website for Desktop and Mobile Shopping - Integrate the use of digital wallets as payment options in your checkout. Venmo, PayPal, and Apple Pay are rising in popularity.
- Ensure SEO on product pages is optimized for voice command search.
- Fine tune your website's search capabilities.
- Add holiday metadata on your site by pre-categorizing collections as holiday gifts, stocking stuffers, gift ideas for him or her, etc.
- Include holiday hours, shipping details (including shipping cut-off dates) on your website.
- Consider integrating an option to donate to a cause in your checkout flow. This could be the differentiating factor between you and a competitor.
- For items frequently sold together, consider creating "holiday bundles" to promote in your holiday marketing. For example, if customers are purchasing certain candle scents together, bundle with holiday pricing.
Creating a Digital Strategy for Holiday Marketing Identify your highest and lowest performing campaigns from previous holiday seasons, your most engaged channel, highest performing content, best selling products, and top purchasing customers in order to create the most ideal holiday campaign for you and your shop.
- Plan for success by building a marketing calendar to track content creation. Using a project management tool will keep tasks organized.
- Create holistic campaigns that can be used across all channels.
- Set baselines and goals in order to measure effectiveness of your campaign.
- Remember the big shopping holidays and center those around campaigns (Black Friday, Small Business Saturday, Cyber Monday, Giving Tuesday).
- Content Marketing: Create content for campaigns that can showcase your product without being too "salesy." A great example is behind-the-scenes content.
- Social Media Marketing: Use social media accounts to tout your gift guides, themed gift ideas, and showcase how your products work (including features and benefits), and to promote campaigns centered around the shopping holidays.
- Email Marketing: Email marketing is still a major driver for holiday marketing. Holiday email marketing was responsible for 24% of holiday sales during the 2018 holiday season. Use audience segments to tailor your messaging. Put boilerplate automations in place and use email footers to promote deals, gift guides, and important information like last order/shipping dates.
-Implement integral email series like Welcome Emails, Abandon Cart Emails, and New Customer Emails. These emails can offer incentives for first purchases, incentives to complete a purchase, and develop good relationships.
Many thanks to Natasha Murphy and her team at Nicely Built for providing marketing tactics that can be implemented by many in the retail industry.
Content provided by Natasha Murphy's presentation at Fall Design Week. Learn more about Nicely Built here.