The Christmas period is now in full swing and it’s time for one final push to connect with customers. So check out our 3 tips for connecting with shoppers throughout their whole buying journey.
1/ Advertise your products on social media
With over 3 billion active users worldwide, social media helps brands and distributors highlight their products thanks to its international reach. Plus, on top of making your products known, these platforms become real sources of inspiration for users looking for ideas.
To take advantage of this, you will need to properly showcase your products to encourage shoppers to go through with their purchase and find their ideal present. Consider that Facebook influenced 52% of consumers’ online purchases in 2015, and an infographic produced by Xcart shows that 72% of Instagram users make buying decisions based on posts that they have seen on the app.
With over 500 million daily active users around the world, retailers should take advantage of Instagram as a channel. Promote products in several different formats such as photos, videos, carousels and stories. As further encouragement: 300 million people watch stories every day. To find out more about Instagram as a channel, download our guide to optimising your Instagram campaigns with Lengow.
Tip for Christmas
It is more important than ever to increase your points of contact with customers during the Christmas period. Therefore, your social media presence should also be increased. Furthermore, Hubspot disclosed that visual content is 40 times more likely to be shared on social media than any other kind of content.
2/Retargeting the undecided
With only a few weeks to go till Christmas, some people are finishing off their Christmas shopping, while others are just starting. With an average cart abandonment rate of 69% according to Criteo, it is absolutely vital to have a retargeting strategy in place to retarget those who have abandoned, showing them products that they had expressed interest in while on your ecommerce site or your app.
In their ‘State of marketing performance 2017’ report, AdRoll revealed that brand reputation (57%), lead generation (46%) and social media engagement (42%) are the main objectives for retargeting campaigns.
Moreover, the report shows that social media is one of the most popular channels when it comes to retargeting. Likewise, Criteo highlights that social media (including Dynamic Product Ads on Facebook and Instagram) can increase sales by an average of 12%*.
Tip for Christmas
You should not only be opting for multi-device retargeting, but online to offline as well, so as not to miss out on any potential sales. If you would like to know more about retargeting campaigns, do not hesitate to get in touch with our team.
3/ Deliver both IN and ON time
While you should focus on delivery throughout the year, it is even more important during the busy Christmas period to plan and be even more on top of it in order to deliver both in time and on time. In an interview during this year’s Lengow Day, Edouard Margain, Digital Director at Lavinia, highlighted the fact that consumers tend to favour being able to choose specific delivery times above pure speed when it came to delivery options.
To encourage your customers to order from your online shop, and to put them at ease, it is a good idea to give them the option to follow and track their package in real time. Also make sure that your stock management is on point to avoid frustration on the customer’s end and being penalised on your end by marketplaces.
Tip for Christmas
To avoid stock errors during the Christmas season with Lengow, make sure to put automatic rules in place. And, if you sell your product catalogue on marketplaces from our platform, pay attention to the rise of orders and make sure to honour them in order to satisfy all of your customers.
Are you a client and want to know more about the distribution of your product catalogue on marketing channels? Visit our help center.
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*Criteo’s data is based on the analysis of 600 TB of daily consumer data.