Tis The Season of Giving - Christmas 2021 What To Look Out For..
Of course every Christmas is the season of giving but this year it truly is about giving your customers more value. Some of you might be screaming but it’s only mid-October but as most probably know now is the time to step your digital marketing up a gear.
Customers start early. We all know that but this year it is thought that at least 25% of customers will start shopping by the end of October, particularly given the media coverage around shortages and delays. Your customers are likely to be using various channels to shop which means you need to know what channels they are using and use them. It’s called Omnichannel marketing and it’s on the rise!
Shopping experiences are also key this year, this may seem obvious and that you do that but it’s good to take a moment and step back. Could you do more? Late night opening, evening events, appointments? If your business is only online can you switch up your website, give a Christmas feel and create a personalised experience for people based on their behaviour. You could also incentivise early purchases and include personal touches like a handwritten thank you. You might be a small brand but that doesn’t stop you from taking inspiration from larger brands and delivering your own interpretation.
Sustainability is huge this Christmas, so take a moment and consider your business and what you do and shout about it. 35% of shoppers will only associate with responsible brands and will be looking for:
Goods sourced ethically and sustainably.
Businesses that are transparent.
Businesses that treat their staff well.
Businesses that do not misuse their consumer data.
DIY Gifting is on the rise also this year having grown in recent years, it’s now popular to buy a gift that people can do so ask yourself whether your business can create this experience for customers to buy.
Being personal at every level is so important this year and the main reason people choose to buy from small, independent businesses. More meaningful gifting is definitely a thing, people are keen to shop local more but are also spending less time browsing, choosing to do their research online so browsing instore is now more targeted. It’s also worth researching local hashtags and getting involved on the run up to Christmas.
This year you will need to work harder for your customers but the good news is they are up for trying new brands and products - so there is a real opportunity for businesses this year. Keep your eye out for surprising trends too as unexpected items may well take off so be ready to react. Think about influencers and celebrities, keep an eye on what they are sharing because if you do something similar and it takes off be ready to ride the wave! Try and think about what you do that’s different and might make people start talking about you. WestJet are a company that approaches Christmas just a little bit differently, their Real Time Giving Campaign is 7 years old but still talked about and in 2020 they launched The Season To Give in response to a tough year during the pandemic. Not everyone is the size or has the budget of WestJet but consider whether there is something you can do that shows that you value your customers as your community.
Digital Marketing trends this year include:
No Click Searches & No Click Throughs -
Your customer wants information as quickly as possible, they want to checkout quickly.
So think about their journey when shopping, how quickly can they find out what they want to know? Can they checkout quickly? This helps to reduce the chance of them abandoning their basket.
Remarketing -
Getting back in touch if they have left your website or are not engaging. Send an email if they have abandoned their basket.
Customer Segmentation-
Target your customers through email to meet their needs and interests.
Subscriptions -
71% of marketers are planning to trial these for their customers this Christmas. Is this something you can offer?
Social Media Shopping -
Can your customer book with you via social media, do their shopping etc.
Videos -
These are higher than ever, are you using them to promote your business?
Apps -
Big brands are now pushing their customers from their websites to an App but although this is on the rise, it is important to ensure you build a relationship with your customer for the app to work.
This year really does provide opportunities and it’s important to ensure that you are where your customers are, this may include engaging with the following:
Social Media, Email Marketing, Text, Instant Messaging, Video, Apps, Podcasts, Electronic Billboards, Digital Television, Magazines (Print), and Radio.
Importantly you should also remember to have fun with your brand - share behind the scenes, your Christmas jumpers, events etc.
If all this has got you fired up to have a go but you’re not sure where to start we can help. Pocket Rocket has Christmas Packages available to support you over the coming months so
if you’re interested in finding out more about what we can do for your business, Get In Touch to book a free Discovery Call
