The way we shop is changing, and technology is playing a bigger part than ever. To connect with customers and drive conversions then, it’s never been more important for retailers to stay on top of new trends and adapt to their customers’ changing habits. As my history teacher was fond of telling me, it’s important to learn from the past, and every retailer must also analyse and apply their findings from the previous year’s peak period to make sure they improve in the next. Our latest whitepaper asks five eCommerce experts for their advice on making the most of digital marketing.
Last week we shared insights on how to prepare for your peak period from our Fast Track Guide to eCommerce Peak Period Success. This week we’re going one step further and finding out the answers to two of the big questions that are popping up around digital marketing and technology this year: What has been the biggest change to your peak period digital marketing strategy for 2016 and why?; and How has payment technology advanced over the past 12 months and what impact has this had on conversions?
The whitepaper spoke to five experts to guide you through some of the most exciting – and stressful – times of your year. They are: David Pert, eCommerce Director at Simon Jersey; Lauren Percival, eCommerce Manager at Forever Unique; Phil Turner, eCommerce Manager at Silentnight; Sam Rutley, Digital Director at PushON and UKFast’s own eCommerce Team.
What has been the biggest change to your peak period digital marketing strategy for 2016 and why?
First up, Forever Unique’s Lauren reminds us that there’s no one-size-fits-all strategy, and it’s important to keep it fresh and be agile.
She cautions against assuming that going hard on Black Friday and Cyber Monday – two days that you’d be forgiven for thinking were prime peak time for everyone – is right for you. Despite the fact that the period drove record revenues for ForeverUnique.co.uk in 2015, she explains that: “Making the decision not to participate in Black Friday and Cyber Monday has been the biggest change in our digital marketing strategy in 2016 vs. 2015.” Although this seems a bit mental, the company’s reasoning becomes clear as she explains more fully in the whitepaper.
At Simon Jersey, the focus for the 2016 peak period is spending more time on analysis and planning, says David: “During the busy period we will be focussing on reviewing performance data and responding, rather than simply on the delivery of the campaigns.” David also goes more in-depth on where the company will be focussing its efforts over the next year as a result of some surprising research in the whitepaper; as ever it’s important to make sure you’re finding out exactly where you should focus your efforts to suit your needs.
Next up in the paper, PushON’s Sam talks about how – despite the fact that mobile is definitely on the up – there are certain things that consumers still prefer to purchase on desktop; and Silentnight’s Phil Turner shares his insights on how to take a results-driven approach to peak periods.
How has payment technology advanced over the past 12 months and what impact has this had on conversions?
From online banks to Apple Pay, payment tech is on the rise and as fintech (financial tech) steps into the spotlight, lots of innovative startups are offering people a range of options when they pay.
Sam from PushON talks about how new brands that might not be as established yet can use these fancy new methods as a way of attracting new customers who might not otherwise give them a go.
“A number of innovative payment services have surfaced over the past 12 months; Klarna in particular has had a lot of attention,” he says. “It allows consumers to purchase goods and pay for them after receipt, whilst protecting the retailer.” Sounds pretty good all round.
The whitepaper goes in-depth on digital marketing and technology, as well as the other key areas that you need to nail in order to prepare for your peak periods; from meeting customers’ growing expectations to user experience.