5 steps to boost your appeal to festive shoppers in 2020

Piranha Designs - Thursday, October 08, 2020

It won’t exactly be news to any members of your ecommerce brand’s team – or any of its customers – that 2020 has been a year like no other, although sadly largely in the negative sense. But of course, that simply makes a bit of well-judged Christmas cheer more crucial than ever, which is something your online store can play a part in delivering.

Below are some of our favourite tips for how e-tailers can capitalise on the strange times of the 2020 festive season with their online marketing and sales strategies.

Have a dedicated Christmas section

Of course, we were always going to start with the “obvious” advice, which is as relevant as it is in part because so many merchants actually overlook it.

It’s not necessarily an arduous task to re-jig an existing special section of your online store – the Halloween page, for example – to house and promote Christmas-related items such as festive decorations and chocolate boxes.

You might just be switching out some products and suitably renaming the page, not to mention replacing any links to this page on the homepage and navigation bar.

Be empathetic to your customers

Ask anyone, and it seems that we’re practically all stressed and fed up about at least something at the minute. We wish the pandemic was over already, and we’re fretting about our health and financial situations, and/or those of our loved ones. Other ongoing global events, such as the US election and Brexit situation, will also be causing stress – whatever your customers’ political views may be.

So, if there’s one thing your store should be, it’s supportive to its customers at an angst-ridden and uncertain time. Be the brand that represents the metaphorical shoulder to cry on, by training your staff to handle customer concerns with sensitivity and heart, even when only selling online.

Underline home comforts and conveniences

Whether or not your ecommerce brand also has a high-street presence, a significant proportion of your customers will probably resent still having to spend so much time at home, so long after the COVID-19 crisis first hit Europe in the spring.

But this does present your store with an opportunity to show that an almost exclusively home-based life can be an experience, too. Consider, then, what items your store specialises in that may be particularly relevant for domestic use – think everything from books, blankets and loungewear to home smart speakers, gift hampers and bathroom products.

Tap into the trends of the COVID-19 era

We all know that the pandemic has upended our world and lives, so why wouldn’t it have a similarly dramatic impact on what kind of items people wish to buy during the Christmas season?

Given the economic chaos the coronavirus has visited upon us, it shouldn’t surprise you that high-end luxury goods have already been de-emphasised in many stores’ marketing campaigns this year. In their place, we’ve seen much attention drawn to gifts that are unique, but also immediate sources of joy and comfort in the home at this trying time.

Encourage customers to connect virtually

We aren’t just talking here about how those shopping with you may reach out to your team via email, ‘live chat’ or Facebook Messenger – although this aspect of your service is certainly crucial at a time when your customers won’t want to be left waiting for a response.

That’s because we’re also referring to the myriad ways in which families, friends and colleagues may keep communication lines open with each other as the winter wears on.

Perhaps you could highlight the fashion and makeup products of your brand that could help your shoppers to look and feel good on camera, or the food and wine items that might represent excellent choices for a ‘virtual’ family tea or snack?


Are there ambitions and possibilities for the design or redesign of your e-tail store’s website, or its SEO or PPC marketing, that you would like to discuss in greater detail with the Piranha Designs team? If so, you’re welcome to reach out to us in Gibraltar, London or Edinburgh now.

Do your own ecommerce customers have the “fear of missing out”?

Piranha Designs - Tuesday, October 06, 2020

It’s a very human thing to want what someone else possesses, and to be anxious about the possibility that not doing something – whether it is watching a particular TV show, being involved in a given event, or buying a certain product – is the wrong choice.

The phenomenon has even been summed up in an acronym – FOMO, or the “fear of missing out”. What you might not be so familiar with as the owner of an e-tail store, however, is how you can tap into the FOMO that resides in your own target customers to drive sales.

Even something as simple as an add-to-cart button or a call to action like “Buy now while stocks last”, can help you to play on potential buyers’ FOMO across the landing pages and product pages of your online store. But what else can you do to trigger such a key fear in your site visitors?

Accept pre-orders for upcoming products

If you’ve ever read a press release for a newly announced product like a hotly anticipated smartphone, handbag, videogame or music album and placed a pre-order for it on your favourite online shopping site, you’ll already know the power of this functionality for driving FOMO – and sales.

After all, when we’re among the first to have a particular product, it often makes us feel that bit more special – as if we’re members of an exclusive club.

And when you present your customers with the option to pre-order that product, you won’t just trigger their FOMO – you’ll give them a way of alleviating it, too.

Indicate the product is ‘limited’ or ‘out of production’

Brands have long described products as ‘limited edition’ to spur prospective buyers to commit to a purchase of the item straight away.

Of course, another way of seeing it is that all products are ‘limited’ in the sense that none of them can continue in production forever. So, when a certain item in your store does approach the end of the line, another opportunity exists to trigger FOMO by actually displaying the quantity remaining of that product on the product page, before it becomes permanently out of stock.

Display a countdown timer

When the opportunity to buy a certain product at a particular price is time-limited rather than stock-limited, there are few things quite as effective at instilling that ‘FOMO’ urgency as incorporating a real-time countdown timer on the same page where the customer will be browsing the items.

After all, such a timer would be a highly visual reminder of the approaching deadline, complete with movement to catch the shopper’s eye as they compare your sale items.

Embed social media posts on your site

There are ways to drum up hype about a particular product that don’t involve you having to fork out a hefty amount of cash for the services of celebrity endorsers or social influencers. In fact, if people are making a fuss about your product on social media right now, why not draw shoppers’ attention to this, by embedding the relevant content into your site’s own pages?

Just make sure you actually do use the embed tools that the leading social networks make available – there’s this handy guide from Twitter, for instance – so that you are linking directly to the posts in question, rather than stealing content and infringing someone’s copyright as a result.

As you can see, triggering the “fear of missing out” in your e-tail store’s visitors can be handy for getting them to hit that ‘buy’ button for items on your site that they may have otherwise had a merely casual interest in.

Reach out to our website design, SEO and PPC marketing professionals here at Piranha Designs today, and we’ll help you to make the most of the potential that your own ecommerce site offers.

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