6 min read
This article has been translated from our English edition.
The opinions of the employees of You are personal.
- These basic steps will help you sell and serve with ease.
The Christmas sales season has arrived, and if you haven’t prepared your business to maximize your time and profits, now is the time to do it. In 2019, more than $ 135 billion was spent this Christmas sales season.
For most small business owners, especially those in the retail / consumer goods sector, the fourth quarter is their biggest gross income. Most, however, leave money on the table during this time because they are not properly prepared.
Here are seven things you should do right now to prepare your business for the holiday season.
1. Update your website
My customers’ online sales have exploded this year. When everyone is at home, online shopping is a must for most. Hence, keeping your website up-to-date and user-friendly should be one of your top priorities.
This includes updating your product photos, reviewing product and service descriptions, confirming that your prices are correct, or making any necessary adjustments to shipping costs.
Also use this time to plan promotions or to set the coupon codes to use in your marketing during the holiday season (think Black Friday, Cyber Monday, etc.).
2. Test your payment process
If you haven’t tried your till recently, now is the time to do it.
Potential buyers are looking for a seamless experience. If the buying process is awkward and cumbersome, you can lose sales. Remember, one click shopping is now available to consumers. Hence, simplicity is key.
3. Consider additional payment methods
Most online businesses accept payments by credit, debit, or Paypal cards, which is great, but customers are looking for more flexibility and an easy shopping experience.
For example, Apple Pay makes it easy for users to pay with their phone (online and in person). With AfterPay, you can offer customers payment plans.
Consider adding alternative payment options if it makes sense for your ecommerce system and it makes it easier for your customers to shop with you.
4. Recover customers from “abandoned carts”
The abandonment of shopping carts means an annual loss of $ 18 billion in e-commerce sales. It’s an amazing number.
Get back customers who fill their carts but fail to complete the purchase when you send abandoned cart emails.
Send two or three fun brand follow-up emails to remind your customers to come back to your store and complete their order. You can configure them in advance and automate the process.
Reminding and stimulating customers who have abandoned their carts creates connections and increases your bottom line, without you having to bother!
5. Optimization for mobile devices is a must
A mobile friendly website is an absolute must. 34.5% of e-commerce spending in the 2019 Christmas season was made via smartphones.
Use tools like MobiReady to test your website on different browsers and devices and make sure the customer experience is smooth.
6. Communicate clearly
Communication is always key, but it is critical during a pandemic. Now is the time to reach out and educate your customers so they can be made aware of your company’s return policy, shipping delays or deadlines, etc.
An example of this are delivery times on public holidays.
Most online retailers have strict order deadlines to ensure they arrive before Christmas. Make these deadlines clear on your home page or in an ad bar at the top of your website, mark them during the checkout process where customers choose their shipping options, and talk about these deadlines on social media and about your marketing emails.
Communicates important details clearly and precisely to the customer.
7. Provide excellent customer service
Exceptional customer service creates loyal customers who are willing to recommend your company to everyone they know. In the same way, poor customer service can also be magnified.
How do your customers interact with your brand? How are you affected? How could you make it a better experience for everyone?
For example, create a self-help resources section on your website to reduce customer inquiries. An FAQ page doesn’t solve all problems, but it can minimize questions and give you the opportunity to guide customers if necessary.
The aim is to strengthen the interaction with your customers at every contact point. This includes replying to comments on social media, responding to email inquiries in a timely manner, and finding ways to surprise and delight them at different stages of their customer journey (sending out birthday cards is one example!).
These seven strategies will ensure you start the Christmas sales season on a solid footing. You can easily integrate your sales and marketing strategies because your products are ready, your website is ready, and your company is focused on delivering a positive experience to your customers.