Guess what, retailers: the holiday season is here! You may be feeling confident, overwhelmed, or anything in between. However, you have no reason to fret or doubt yourself. We’re spreading even more holiday cheer by introducing our 2018 Holiday Guide: Meet the 4 Types of Holiday Shoppers: Strategies to Engage and Retain Them This Year and Beyond.
In this free guide, we introduce you to the holiday buyer personas we've created and segmented. We also map out the five most significant strategies for mobile marketers right now–along with lists of ideas and inspiration for your push notifications, website content, and more. Since we already covered the four types of holiday shoppers in this short article, we thought we would give you a sneak peek at the entire guide by briefly touching on our top tips here. These tips are researched and backed up by experts in the mobile commerce industry, and have proven success for many Shopgate clients. The best part? Most of it relies on your existing sales and marketing channels—you just have to be a little creative and thoughtful to app-timize your holiday potential.
Ready to get Santa's workshop going for your brand? Follow these tips.
Strategy #1: Push Through the Season's Chaos
We usually refer to push notifications as the mobile app's silver bullet, but consider them the Christmas carolers of holiday retail. As we've extensively covered, push notifications have innovated customer communication to create instant gratification for both retailers and consumers. With a much shorter average response time and an exponentially higher open rate than email, push notifications are the way to effectively spread your message about your lucrative holiday products and promos.
So what do you need to know about spreading holiday cheer with push notifications? There are three major elements of a good push campaign that are built right into your Shopgate Admin: user segmentation based on customer data, automated notifications that quite literally push customers along in the buyer's journey, and landing pages that reduce the number of taps to the products you're advertising. All of this is especially relevant when you remember that the fewer taps customers have to make, the more money they're willing to spend. Make your push notification campaigns as interactive and personal with these tips, and you'll see why we're so crazy about our key marketing feature.
Strategy #2: Social Media is the Season's Most Magical Tool
If push notifications are Christmas carolers, Facebook's marketing tools for businesses are Rudolph's red nose, shining the light on your customers' data and activities. Obviously, we have a very easy integration with Facebook Analytics to report on how your advertising endeavors are going. But did you know you can pump up those ads with re-engagement capabilities? Facebook knows what your customers are browsing and spending time looking at, and they're willing to share that information with you so you can re-target customers through the entire holiday season.
Facebook isn't the only social platform, of course. Instagram and Snapchat offer retailers very useful platforms, since so much of retail is now driven by visuals. Use these apps to display high quality images of your products, with fun emojis scattered throughout to catch the scroller's eye.
Strategy #3: Give the Gift of Easy Checkout
Is there anything worse than standing in line or having to click through multiple screens to make your holiday purchases? Eliminate that process entirely by making use of the digital wallet and credit card scanner built right into your app. This will allow your customers to pay instantly without having to type in repetitive payment information. It will also give your customers a seriously lucrative option on Black Friday—why should they hustle to overpacked stores when they can buy the items they need with just a fingerprint?
Strategy #4: Light Up Your Advertising
Chances are good that you feel some sense of nostalgia for traditional holiday shopping methods. We all remember circling the items we longed for in store catalogs, or getting excited by the festive Christmas lights in a really cool store display. Why should you not capitalize on that shared nostalgia with your shoppers? If you use paper advertising like a catalog or fliers, or if you have store displays that you want to utilize as a sales channel, you should start equipping those materials with AdScanner markers immediately. You can watch a visual guide to AdScanner here, but here's the short of it: mark the products in your collateral, tell your customers to scan them with the AdScanner built into your app, and they'll immediately open the products within the app that they want to see. What could possibly make catalog or in-store shopping easier?
Strategy #5: Make Your Brand Merry and Bright
As you can probably tell by the holiday puns littered throughout this blog, we're big on fun, relevant messaging. Make your copy, images, and more as festive as possible. Indulge in the messaging your customers expect from your brand's voice, whether that's holiday puns or sentimental greetings. Give your paying customers a little stocking stuffer, like a pair of fuzzy socks. Add holiday-themed content to your website and email marketing to help shoppers find exactly what they need: after all, who hasn't made Google searches like "gift ideas for Grandma"?
Finally, insert that flair into your push notifications. Push notifications that use emojis have a click-through rate that is 85% higher than push notifications that rely on plain text. Since you have quite a selection of holiday emojis featuring everything from Thanksgiving turkeys to little Santas to New Year's Eve fireworks, make use of them!
Want to learn more about these strategies and real life use cases for them? Download our free guide now. You'll learn about how to target each type of holiday shopper with special strategies to appeal to their schedules, budgets, and retail desires.
It's beginning to look a lot like retail success!
Author: Casey Gannon
Vice President of Marketing | Casey is an experienced tech marketer, driven to develop marketing strategies that blend traditional techniques with emerging technology. With over ten years of experience in mobile, she believes that mobile apps are the modern solution in helping retailers directly connect with and impact consumers. When she's not looking ahead to the next opportunity, Casey is a busy mom, soccer player and adjunct professor at her alma mater, St. Edward's University.