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The Ecommerce Holiday Playbook
The document serves as a holiday playbook outlining strategies for optimizing sales during the holiday season, including prioritizing top-performing products and forecasting demand based on past data. It emphasizes the importance of website optimization for new customers and the need for collaboration with partners to ensure a streamlined supply chain. Key focus areas include evaluating previous campaigns, creating curated landing pages, and optimizing site search to enhance customer experience and increase conversion rates.
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The Ecommerce Holiday Playbook
- 2. #HolidayPlaybook DATA (August) MARKETING (September) WEBSITE (October) FULFILLMENT (September) Prioritize what you wantto sell and forecast how much you’ll be selling. Evaluate what worked last year, what’s been working this year, and what you want to learn for next year. Optimize your website for a brand new customer. Prep your partners. The playbook
- 3. Data will pointyou to what you should be promoting this season and how much you’ll need. #HolidayPlaybook
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- 5. #HolidayPlaybook Forecast demand 2013 Searchesthat yielded no results Orders that weren’t fulfilled 2014 ?
- 7. #HolidayPlaybook DATA (August) MARKETING (September) WEBSITE (October) FULFILLMENT (September) Prioritize what you wantto sell and forecast how much you’ll be selling. Evaluate what worked last year, what’s been working this year, and what you want to learn for next year. Optimize your website for a brand new customer. Prep your partners. The playbook
- 8. Build marketing aroundwhat worked last year, what’s working this year, and what you want to learn for next year. #HolidayPlaybook
- 9. #HolidayPlaybook Evaluate what workedlast year 2013 2014vs.
- 10. #HolidayPlaybook Jan. – Oct. Evaluatewhat’s been working this year Nov.-Dec.vs.
- 11. “Most companies startwith a budget and then allocate it. We don’t. We use RJMetrics to find the channels with the best ROI, and then spend money there.”Vishal Agarwal CMO Nomorerack.com
- 13. #HolidayPlaybook Treat main daysdifferently Nov.-Dec.Black Friday Cyber Monday Free Shipping Day
- 15. #HolidayPlaybook Plan what youwant to learn for next year Ask shoppers if they’re buying a gift Test new campaign ideas Introduce a new product line Try something you haven’t done before: social referral campaign, retargeting ads, etc. Ask yourself: What do I wish I knew about last year?
- 16. #HolidayPlaybook DATA (August) MARKETING (September) WEBSITE (October) FULFILLMENT (September) Prioritize what you wantto sell and forecast how much you’ll be selling. Evaluate what worked last year, what’s been working this year, and what you want to learn for next year. Optimize your website for a brand new customer. Prep your partners. The playbook
- 17. Searches result in11% higher average order value than non- searches. #HolidayPlaybook
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- 19. “We had onemonth before the holiday rush and needed to focus on the highest-impact area, we chose to optimize our site search.” Victor Castro Director of Ecommerce Zachy’s Fine Wine
- 20. 13% increase ConversionRate 98% increase in Transactions 130% increase in Revenue 19% decrease in Bounce Rate The Results 13% increase in conversion rate 98% increase in transactions 130% increase in revenue 19% decrease in bounce rates
- 22. Remove every singlepossible barrier preventing a customer from finding the perfect gift. #HolidayPlaybook
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- 24. “We pose everythingas a gift. We want to make sure every single customer knows why a subscription to our product will bring the gift recipient ongoing happiness as well as the ease of giving the gift. This is a basic tip, but it works.” Walter Blake CEO Bocandy.com, bojerky.com
- 26. Give your top-performingproducts extra love
- 27. Don’t let yourcompetitors surprise you. Have a process & practice in place for monitoring the competitive landscape. #HolidayPlaybook
- 28. #HolidayPlaybook DATA (August) MARKETING (September) WEBSITE (October) FULFILLMENT (September) Prioritize what you wantto sell and forecast how much you’ll be selling. Evaluate what worked last year, what’s been working this year, and what you want to learn for next year. Optimize your website for a brand new customer. Prep your partners. The playbook
- 29. #HolidayPlaybook Pay attention tothe big three Black Friday November 28 Cyber Monday December 1 Free Shipping Day December 15
- 30. #HolidayPlaybook Streamline your supplychain “Long before the holidays start we have to talk with our partners to forecast demand, ensure that products will continue to be available, and strengthen the distribution channel of products to us and products to our customers. These conversations ensure no one is surprised by volume and that our customers receive quality gifts every time.” Tanner Agar CEO The Chef Shelf
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- 33. #HolidayPlaybook Actual 2013 Actual: $42.13B+ Source: http://www.emarketer.com/Article/Total-US-Retail-Sales-Top-3645-Trillion-2013-Outpace-GDP-Growth/1010756
- 34. #HolidayPlaybook New Estimates for2014 Actual: $42.13B + Estimated: $114B Source: http://mashable.com/2014/05/12/mobile-commerce-sales/
- 35. Thanks for reading! (andhappy holidays!)