Domestic business has long learned many effective ways of working during periods of festive euphoria. Offline and online stores arrange holiday sales, conduct thematic advertising campaigns, give customers gifts.
However, many consumers bypass the holiday sales side. “At first, they raised the price by 30%, and then made a New Year's discount of 25%,” the buyers' complaints about sellers sound like this. This is due to the fact that not all businessmen have learned how to make discounts without affecting the financial result of the outlet.
In this case, shop owners who are accustomed to prepare sleds in the summer are in an advantageous position. They procure seasonal goods in advance on favorable terms, sell stockpiles in a timely manner and enjoy the rush demand for certain goods during holiday periods. They are able to donate short-term business margins for the sake of sales volumes and expand their customer base and understand when and how to launch a marketing campaign to prepare consumers for the holiday.
Residents of our country are massively buying each other gifts for the New Year. Retailers have about two months left to prepare for holiday sales. The experience of American colleagues who have eaten a dog on sales will help our merchants overcome consumer skepticism and significantly expand their customer base.
What helps American merchants to earn discounts
US retailers are preparing for the Christmas season sales in advance. In the USA, it traditionally begins with Black Friday and Cyber Monday and lasts until the Christmas holidays.
- "Black" call Friday after Thanksgiving, which is celebrated on the fourth Thursday of November. On this day, offline retailers are starting Christmas sales. The term "Black Friday" has arisen because of traffic jams and queues in stores, caused by excessive demand for cheap goods. Black Friday accounts for one of the peak sales of the Christmas season.
- Cyber Monday - the first Monday after Thanksgiving. It is believed that on this day the peak of sales in American online stores. Online retailers start the Christmas sales season on Monday, when Americans return to work en masse after Thanksgiving Day celebrations. During holidays, residents of the United States less often turn on their computers, so attendance at online stores remains low.
The development of Internet technologies and the popularity of mobile gadgets are for offline retailers to cross-promote products on the web. This season, US stores are paying increased attention to a new pattern of consumer behavior. It is about the desire of potential buyers to check information about the product and its price using smartphones while exploring the range of the outlet.
Farsighted retailers are learning how to take advantage of the new behavioral pattern of buyers. They strive to understand how a search influences a consumer’s journey or customer journey - the actions of the buyer from the moment they thought about buying and studying product information to making a deal and interacting with the product and vendor after the sale. This understanding helps manage consumer behavior and drive sales offline and online.
How to catch early birds
According to a consumer survey conducted by Google in August of this year, 49% of Americans know in advance when they will be shopping for the Christmas holidays. Please note that almost a third of them plan to buy everything they need before Halloween, which is celebrated on October 31.
It is hardly possible to imagine that the inhabitants of our country massively bought gifts for the New Year in October or even in November. However, by early December, domestic retailers should already be prepared for the visits of the most far-sighted buyers.
Before shopping, consumers are actively exploring the market, looking for information about products and prices on the Internet. Therefore, brands and retailers need to take care in advance of the visibility of their proposals in the search. Advertising campaigns with discounts and promotions are the easiest way to do this.
Please note that advertising should be addressed to consumers who have overcome a significant part of the customer journey. These people already know what they are going to buy. Therefore, they search the search engines for a specific product, its specification and price. Retailers need to consider this when planning PPC campaigns.
How not to miss lovers queues
As indicated in the diagram, 26% of the American consumers from among those who decide to buy goods on Black Friday and / or Cyber Monday. Therefore, it is extremely important for retailers not only to be present, but to dominate on the Google page on requests related to the name of the store. In turn, domestic stores can expect customers who recall gifts at the last moment, a few days before the New Year.
On Black Friday (in the USA) or a few days before the New Year (we have), consumers run from store to store, trying to have time to buy goods at a bargain price. And in order to remember where the outlets they need are, they use mobile search. Therefore, retailers need to use Google paid search extensions, which allow you to enter the store's address and phone number in the SERP, as well as additional links to promotional offers. Entering the store name in the search box, the owner of the smartphone should see something like the following:
I just ask the price
This is exactly what consumers and sellers say to themselves, who have not yet decided what to buy when. Retailers can not let such indecisive buyers, it is a luxury in the face of fierce competition.
According to a study of the company Jiwire, which specializes in mobile advertising, 59% of shoppers using mobile devices in stores compare prices of goods presented in the trading floor with prices at other outlets. 48% of consumers are looking for promotional offers and discount coupons on the Web. 47% of consumers are looking for detailed product reviews.
This data is confirmed by the marketing agency Econsultancy, according to which 37% of online store buyers, before purchasing, tend to look at the selected product in an offline store. Therefore, it is very important for offline retailers to sell products at market prices, to offer customers discounts and detailed consumer reviews of products.
To launch a search campaign aimed at attracting consumers who are looking at the goods on the eve of sales, retailers need to take four steps:
- Create a festive landing page optimized for paid and natural traffic. It should focus on product groups that are popular with visitors to offline stores. These include televisions, large household appliances, clothing, furniture.
- Make sure that on this landing page, consumers will find links to product reviews and promotional coupons. The prices indicated on the landing page must match the cost of the goods on the shelf.
- Create a PPC campaign targeting queries that include the full name of the products.
- Publish an announcement of the holiday sale on the site, as well as set up redirects for the time of the promotion, redirecting to the holiday page users who came to the site on requests, including the name of promotional products.
These steps help retailers not to lose customers who prefer to explore products in offline stores, but make purchases online. By taking them in advance, stores may not be afraid of new consumer behavior patterns.
Unfortunately, domestic retailers are just beginning to use sales as a tool to stimulate sales and build customer loyalty. However, the experience of American colleagues will be useful for Russian business, since the residents of our country use mobile gadgets as actively as compared to the population of other countries. They are also looking for information about the product and discounts using a smartphone, visiting offline stores. Therefore, retailers should take into account this feature of the behavior of modern buyers.