Holiday Marketing for Fashion and Lifestyle Merchants

Holiday Marketing for Fashion and Lifestyle Merchants

October 24, 2018 8:01 pm

When ought to vacation marketing start?

To me, vacation marketing ought to by no means cease. If that’s not possible, finalize a vacation marketing plan as early as potential. It ought to tackle stock, packaging, and getting ready the website and bodily location(s). It also needs to embrace plans for buyer acquisition and retention, with calendars, promotions, and creatives.

Right here is my vacation marketing to-do listing for trend and way of life retailers.

Web site Advertising, Optimization

Create or replace vacation touchdown pages. An internet service provider ought to have vacation-associated pages all yr. The extra you replace them, the upper they present in search outcomes yr after yr.

Generate vacation-associated content material.

  • Downloadable guides and ebooks. For instance, vacation wardrobe concepts, recipes, and ornament ideas. Contemplate info that buyers would in any other case pay for, however you present at no cost, reminiscent of the best way to turn into your personal stylist or health coach. The secret's to publish content material that buyers need and wish.
  • Vacation-themed how-to movies.
  • Vacation-associated buyer testimonials.
  • Vacation present guides. Promote beneath-performing merchandise, showcase bestsellers, and even check new arrivals. Should you combine all these merchandise with vacation-themed merchandise, you can meet vacation revenue objectives and in addition achieve an understanding for the subsequent yr.

What ought to a present information appear to be? In my expertise, use graphics, infographics (probably the most shareable sort of content material and useful for search engine marketing), lookbooks, and PDFs.

Use vacation-themed designs. In the course of the holidays, your website ought to present the feel and appear that triggers nostalgic, childhood feelings. That is one cause why shoppers purchase from one website and never the opposite.

Macy's landing page captures the nostalgic holiday feeling.

Macy’s touchdown web page captures the nostalgic vacation feeling.

Stock Combine, Packaging

Inventory your retailer all year long with upcoming holidays in thoughts. Right here is a listing guidelines.

Vacation product strains. These are gadgets that you simply promote solely in the course of the holidays. They are often themed or unique for the season. Your buyers should know that when holidays are over — these strains can be gone for good or no less than till subsequent yr. This creates a way of shortage and urgency.

Stocking gadgets. This can be a separate buying class for trend and way of life shoppers. Emphasize merchandise that's engaging, helpful, and distinctive.

Present units. As an alternative of upselling and cross-promoting with reductions, mix your merchandise into units. It can create worth and improve the typical order measurement.

Present baskets. Attempt present baskets in the course of the holidays. Survey clients all year long to find out what sort of baskets can be probably the most interesting. Then create merchandise accordingly.

Bestsellers enhanced with vacation accents. Decide a number of of your bestsellers and provides them a vacation makeover.

Presents. Don't underestimate the facility of presents. Thoughtfully chosen gadgets will make your buyers really feel appreciated and can encourage them to return. Don't view presents as an expense. Construct the fee into different merchandise.

Vacation packaging and present wraps. Vacation packaging makes buying particular. Present-wrap not solely units a vacation temper but in addition provides your clients one much less factor to fret about.

Delivery, Returns, Service

Purchase on-line, return in retailer. So simple as it sounds, many shops don’t do that. Consequently, consumers select the comfort of massive-field retailers.

Delivery coverage. Your vacation delivery coverage must be seen in your home page, delivery part, and distributed by way of emails and social media.

Return, change coverage. I all the time advocate free returns and free first trade. Embrace return and trade information on the home page, supporting pages, FAQs, and all marketing communications.

Prolonged customer support hours. For those who can’t afford 24/7 vacation customer support, prolong your hours so long as attainable.

Buyer Acquisition

Acquisition efforts ought to proceed yr-spherical. Buyer retention, nevertheless, ought to be a precedence through the vacation season. Shoppers purchase from retailers they know and belief.

  • Promote vacation present guides, movies, and posts with confirmed influencers. Don't attempt new influencers in the course of the vacation season.
  • Pay-per-click on vacation campaigns may be efficient.
  • Vacation pushed search engine marketing must be an ongoing effort to rank greater yearly.
  • Google Purchasing is a should in the course of the vacation season.
  • Affiliate-marketing associates will anticipate vacation campaigns.

Buyer Retention

E-mail campaigns are the perfect vacation retention technique. In my expertise, a number of techniques work.

  • Deserted cart restoration emails ought to have product pictures in addition to vacation specials, corresponding to free delivery, present wrapping, and anything to save lots of the sale.
  • All transactional emails ought to have a vacation appear and feel.
  • Promotional emails ought to describe product advantages.
  • Retargeting is a should. Guests who're retargeted with show advertisements usually tend to convert.

In-retailer Advertising

Attempt these concepts at your bodily location.

  • Storefront and inside decorations and music.
  • Vacation impressed snacks and drinks.
  • Present wrap with each buy.
  • Vacation-themed buying luggage.
  • Co-promotions with different native enterprise.

You may also like...