Giving gifts is like targeting in digital marketing. You’re trying to “map out the message” of the perfect gift based on what you know about the person while staying within an agreed-upon budget.
For some, it’s a delight, and they knock out all their shopping in the weeks (or months) leading up to Black Friday or Cyber Monday.
Then there is the remaining 79%.
Klarna surveyed 40,000 US-based shoppers who purchased at least one gift during the holiday season and found that 79% waited the last two weeks before Christmas to do their shopping.
As marketers, that’s great news, because it means our success or failure doesn’t depend on having a great weekend.
We can plant seeds throughout the holiday season and throughout the year to entice buyers to convert with last minute campaigns.
To make the most of this buying behavior, we need to ensure a strong digital presence and operational infrastructure.
Consider these five strategies:
- Countdown to “Shipped on time”.
- One-stop shop.
- Product recommendations with gift cards.
- Charity supplements.
- Gamify upsells and lead capture.
Although primarily focused on e-commerce/physical gifts that your customers can buy, you can apply many of these lessons to local services.
1. Countdown for on-time shipment
Creating a sense of urgency through countdowns is nothing new.
Timers can lead to an average 37.50% committed conversion rate (sales) during the holiday season.
The biggest opportunity in countdowns is the time left to order for your gift to arrive on time.
In 2020, approximately 50% of respondents chose not to shop at retail due to health risks, so the reliability of gifts arriving on time was even more important.
It’s important to remember that countdown timers require different apps depending on the channel.
For example, ads might work best when you give the user a specific number of days to close the sale, while landing pages work best with hours and minutes.
Don’t be afraid to remind your subscriber list of their deadlines for ordering in time for the holidays (or keeping their cart).
2. Mobile-Friendly One-Stop Shopping
People don’t like to work hard.
The easier the task, the more likely it is to be accomplished.
That’s why many brands need to revamp their checkout flow ASAP!
Imagine you add 10-15 products to your shopping cart, only to find that you need to make individual transactions.
This surely contributes to the 30% abandoned carts (and $18 billion in lost revenue) because the user had to re-enter information.
Amazon is often considered the 400-pound guerrilla in e-commerce, but even they have a convoluted workflow for multiple shipping addresses.
This is compounded by their below-average mobile experience (which makes it very easy to quit the process and have to start over from the beginning).
Although technically in the minority, smartphones represented 43% orders in 2020.
We need to ensure that the user experience is not affected on mobile.
They get it wrong (and you can get it wrong) asking the user to add the addresses of the people they want to ship to before designating the delivery address for each gift.
Compare this experience to FromYouFlowers.com, which lets you manually enter the address (or pull it from your address book if you’re logged in).
Checkout pages are also a useful place to include a banner asking if the customer forgot someone on their list.
Offering product suggestions to family members or people the prospect has always bought gifts for in the past is a great way to sell more without forcing a discount.
3. Link Product Recommendations to Gift Cards
Gift cards are the salvation of many last-minute shoppers, but many shoppers may feel guilty about the lack of personalization.
Good news for them (and brands capitalizing on late buyers): 59% wish lists include gift cards!
A powerful way to increase average order value (AOV) in gift cards is to allow customers to send product recommendations in the amount of the gift card.
This solves two really stressful problems in the buying process:
- Buyers can show they’ve thought about the purchase and didn’t just mass-send a bunch of gift cards to feel better.
- Gift recipients don’t have to worry about returning a gift they don’t love – they can choose exactly what they want.
A good example of a brand doing this is Goody, which allows the buyer to “send” a gift via SMS/their app, but gives the recipient the option to choose something else of equal value.
Consider using product recommendations or allowing the person offering the opportunity to “choose” something they can easily redeem.
It’s a win-win solution for you and your customers: no additional operational overhead wasted on returns without the inconvenience of dealing with unwanted gifts.
4. Charity supplements
The holiday season is the biggest shopping season because it’s gift-giving season.
In 2020 we saw a 49% increase in average donation (including corporate matching programs).
Introducing the option to “round up” for donation purposes, adding a standalone donation, or offering users a “free gift” donation when they spend a certain amount can be a powerful way to generate sales without reducing your products/services too much.
Amazon trumps the “good companystudies year after year through his smile.amazon.com program.
A percentage of every sale is donated to a non-profit organization specified by the customer.
Applying this initiative to your brand doesn’t have to be a big undertaking.
Whether it’s partnering with tools like ShoppingGives.com or raising your own passionate organizations, consumers will appreciate doing good while treating their loved ones (or themselves) well.
5. Gamify upsells and lead capture
Almost two-thirds (65%) customers are waiting for a sale to buy.
Tap into this need for savings while increasing your average order value (AOV) and first-party data with onsite CRO.
Offering savings tiers (buy two items, save 10%; buy three, save 15%; etc.) will entice users to do most (if not all) of their vacation shopping with you.
Additionally, studies have shown that a 5% increase in user engagement can lead to an average of 75% revenue.
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 another lead-capturing game, these campaigns can help drive sales and build a list to follow once the holiday season hits. completed.
When you offer discounts and fun, you get first-party data as a gift.
Last-minute conversions are especially valuable during the holidays, but it’s a behavior you can leverage year-round.
Being transparent in your ability to meet shipping deadlines and creating smart solutions for procrastinators can help you get the most out of your e-commerce channel.
Featured Image: DC Studio/Shutterstock