5 Examples of Inspired Ecommerce Holiday Campaigns
The holiday shopping season is here!
From the latest fashion apparel to the hottest tech gadgets, consumers desire the best gifts to celebrate the upcoming festivities. Now is your time to ramp up your marketing campaigns. But before you do, William Harris, content lead at Sellbrite, offers some advice:
“The first step in developing any successful marketing campaign for your ecommerce store is to first think about your goals. If you don’t know why you’re launching a campaign or what you’re hoping to get from it, it’s virtually impossible to determine whether your campaign brought your business any sort of value in the end.”
With a goal in mind, you can take the next step toward boosting your sales. Here are five holiday campaigns to inspire your audience.
1. Target: Gift Guides
It’s the season of giving. For the everyday shopper, the holidays are a time to show their loved ones how much they care. Therefore, their shopping will focus on purchasing gifts that bring joy to their humble grandmothers, talkative college friends, and funny spouses.
For businesses, this attitude of gratitude should present itself in your campaigns. Tuck away the marketing collateral that spotlights the buyers and bring out the websites emphasizing products for the giftee.
Gift guides are an effective way to satisfy your consumers. Categorizing your products makes it easier for buyers to locate the perfect gift, while also ensuring the recipient gets an item that fits their interests.
Well-known brand Target implements this strategy for its online store. With a click of a button, shoppers can locate gifts for kids and pets—and items under a specific budget.
When creating gift guides, think about who will receive the product. You can offer complementary product recommendations, too. For instance, if you highlight a comfy sweater, give consumers links to your scarves, socks, and gloves.
Gift guides are all about convenience for everyone involved. Release the stress from your shoppers and earn sales in the process.
2. Nordstrom: Personalization
Say goodbye to the days of generic trinkets during the largest shopping season. With customization as a top priority, consumers crave products that will create memories for the special people in their lives.
The need of personalization is an advantage for your ecommerce store. It’s your opportunity to distinguish your inventory from competitors and build brand recognition with your target audience.
Personalization will vary depending on your consumer base and product offerings. You can provide buyers with the choice to add hand-picked designs to an item, or deliver the gift in a unique manner (maybe a drone!). Michelle Hoang, marketing at Beeketing, gives a suggestion:
“Why not allow your shoppers to directly send the products to their loved-ones with an e-Gift card? This way you make the shopping easy for the gift senders because they won’t have to wait for the packages to arrive before they can gift them.”
Nordstrom lets its shoppers include a personalized message to their gifts. For a few extra bucks, they also can get products wrapped in a box with tissue paper, a ribbon, and a gift tag.
Gifts are an expression of the customers. Let them participate in building the gift through personalization options.
3. REI: Social Movements
Your customers are more than just occasional shoppers who love your products. They are people who live in a world of injustice, struggle with medical issues, and champion ideals bigger than themselves. So it makes sense for your business to join local and national movements with your audience.
Work with your team to decide which issue aligns with your company’s values and fits the dialogue of your customers. And it’s not always about being right or wrong when it comes to advocating for a cause. Instead, you can strive to bring a solution to a social movement.
That’s exactly what REI did. While brands rushed to compete for Black Friday sales, the outdoor gear chain closed the doors of its retail locations, headquarters, and distribution centers. With its #OptOutside campaign, the company encourages employees, along with communities, to enjoy the outdoors, rather than missing time with family on Thanksgiving to wait in line for a Black Friday doorbuster.
Be mindful of how you execute this social movement strategy. It should be a sincere approach to raise awareness about a problem and to contribute your resources to help.
What causes matter to your customers? It’s time for you to step up and add your brand’s voice to the conversation.
4. Lenovo: Contests & Giveaways
You get a car! You get a car! Okay, maybe not a car. While your business may not dish out free vehicles like Oprah Winfrey, your brand can still spread the joy of surprises. Contests and giveaways during the holidays can bring some much-needed attention to your business.
Develop amusing contests with relevant themes and cool prizes. This is the perfect time to display your brand personality and build trust with your consumers.
Lenovo prepares its customers for a season of winning. Lucky entrants have a chance to win everything from a gaming monitor to a tablet after they fill out a simple form.
While you may want to get your contest started today, it’s essential that your team craft rules for the contests and check local laws. Alexandra Sheehan, a freelance writer/editor and content specialist, says:
“Before you run a contest or giveaway, remember that there are a number of legalities and guidelines to consider, and these rules depend on the type of promotion you’re running and what platform you use as a host.”
Attract new customers to your ecommerce store with contests and giveaways. The influx in traffic will boost your efforts to earn more revenue for the business. Learn more about running a successful Facebook contest here.
5. Old Navy: Email Marketing
As your team gears up for the holiday rush, don’t forget about your existing customers. They still hold value for your brand and possibly will drive more sales than new customers.
Email marketing is one of the best channels to nurture your loyal fans during the holidays. Your goal is to send specific messages to different customer segments.
Let’s say your ecommerce store sells a variety of shoes. To cater to multiple audiences, you may send basketball shoe recommendations to your athletic consumers and offer limited-edition shoes to your sneakerheads.
Email also works well for delivering time-sensitive coupons. In the example below, Old Navy tells its customers about a 40% promotion. (And the email fits mobile devices!)
Spice up your holiday email marketing with user-generated content, from photos to testimonials. You want to remind customers of the blissful feeling they get when shopping with your brand. It gives them another reason to visit your website sooner than later.
Communication never grows old as a marketing strategy. Take advantage of email to retain your most faithful customers.
Inspire Your Audience
Don’t let your business miss out on holiday revenue. This season, do something different and revamp your marketing campaigns.
Try gift guides to direct consumers to specific products that match their needs. Use personalization to turn an ordinary gift into a memorable moment. And it never hurts to host a fun-filled giveaway to pique consumers’ interest.
Ignite your audience’s holiday spirit to increase end-of-year sales.
Shayla Price creates and promotes content. She lives at the intersection of digital marketing, technology, and social responsibility. Originally from Louisiana, Shayla champions access to remote work opportunities. Connect with her on Twitter at @shaylaprice.