Marketing & sales
- Analyse your customer data
This will help you discover who might respond best to earlier campaigns.
- Create and finalise your sale messaging and visuals
Think about how you want your campaigns to look and feel. Consider consistency.
- Build your lists
From email to SMS, use your chosen channels to offer exclusive, early access to sales.
- Decide on the products and offers you want to promote.
Consider what would resonate best with your target audience.
- Start marketing at the right time
Generally, the earlier, the better but it depends on the individual customer.
- Have a cart abandonment plan
Investigate what causes your customers to abandon their baskets and have a strategy that brings them back e.g. an SMS alert or a special discount code.
- Tailor offers to individual customers
Personalisation works! Know what makes your customers tick and tailor offers to suit their needs.
- Analyse the marketing channels available to you
Consider which marketing channels you want to use to reach customers.
- Set up data analytics
To continuously improve on your peak season strategy, use business intelligence software to better understand your customer behaviour.
- Optimise your website for search engines
Learn what your customers are searching for and use that intel to maximise your visibility.
- Check your website’s SSL
Your website’s SSL certification should be valid and work well so you can offer customers a safe and secure shopping experience.
- Ensure your CMS is on the latest version
An up-to-date content management system helps to reduce the likelihood of glitches caused by bugs.
- Check for broken links and faulty pages
404s can disrupt the customer experience so sweep your website for any broken links.
- Test your website navigation
User experience can make or break your customer experience. So in addition to broken links, ensure your nav is user friendly.
- Backup your website
Make sure you’ve created a backup every time you make any changes to your website.
- Test on different devices and browsers
Optimise your website for various devices (e.g. mobile!) and browsers.
- Ensure website can handle increase in traffic
An influx of traffic can easily bring a website down if you’re not prepared for it. So, update your web hosting plan in advance.
- Simplify the checkout process
Make it easy for your customers to complete their purchases, whether that’s a clear ‘buy now’ button or a short checkout process – or both!
- Make it easy for customers to reach out
If your customers require assistance, make it easy and convenient for them to find answers, whether that’s via a self-serve channel or a customer service rep.
- Check your customer support channels are active
Ensure that your main channels of contact e.g. email, social media, phone, text are ready for the potential influx of customer queries.
- Ensure customer support teams are aware of the news
Whatever you decide to run for peak trading season (eg promotions, sales, offers), make sure your support team is aware.
- Offer proactive customer support
Chatbots and FAQ pages allow your customers to self-serve, lifting the pressure off your customer support team so they can focus on more complex cases.
- Make it easy for your customer support team to get the info they need
Whether it’s your return policy or T&Cs of a specific promotion, make it easy for your customer-facing teams to quickly and easily find the info they need.
- Keep customers in the loop
From order confirmations to delivery updates, keep your customers informed.
- Prepare your stock
Avoid being short on stock and disappointing your customers when you stock up and can manage stock levels in real time.
- Expand your courier network
Reduce the likelihood of delays and backlog when you work with multiple couriers for peak trading season.
- Ensure your fulfillment team know about your promotions
Let your fulfillment team know what promotions are running, how long for and the T&Cs.
- Ensure your returns policy is clear
Reduce strain on your customer support team when your returns policy is clear and easy to find.
- Have additional staff to handle returns
Returns are inevitable. So, ensure you have enough staff to manage the influx of returns during this period.
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