Wrapping Up the E-Shopping Season

It’s no secret that gift cards are a top seller in the last 15 days leading up to Christmas, so be sure to promote them heavily throughout a site. Highlight gift cards in the obvious spots—such as the home page and product pages—but don’t overlook less obvious areas either, such as the shopping-cart section, advised Ken Burke, founder and chairman of Petaluma, Calif.-based MarketLive, an e-commerce software and solutions provider.

“The shopping-cart page allows shoppers to think about the purchases they want to make before heading to checkout,” Burke said. “Pair the promotion with catchy verbiage, such as ‘Forget someone on your shopping list? A gift card is an easy solution.’”

Since a gift card is the cheapest thing a retailer can send, consider offering it to shoppers for free.

“Small perks can go a long way,” Burke noted.

Even if you can’t offer free shipping for products sold online, be sure to make shipping a priority. Since customers want assurances that their gifts will arrive in time, take the mystery—and anxiety—out of the equation by calling out shipping dates across the site, especially in the days leading up to Dec. 25. If possible, start this about two weeks beforehand, according to Lauren Freedman, president of the Chicago-based e-tailing group.

Retailers should also send out dedicated e-mails to remind shoppers how much time is left to make a purchase so it arrives by a certain date, Freedman said. Use language such as “Only 48 hours left!” to create a sense of urgency.

Another smart tactic is to create an online category specific for merchandise that is in stock and readily available for delivery.

A recent MarketLive survey showed that retailers expect inventory levels to be especially low this year. Since many retailers last year were left with a lot of unsold merchandise after the holiday season, companies ordered fewer items this year to fill shelves. So be clear with shoppers, and tell them what’s still in stock. Then offer guaranteed shipping so they know it will arrive in time.

Susan A. McKenna, CEO of Winnetka, Calif.-based social media firm McKenna’s Marketing, said retailers should tap into social-networking sites to lure last-minute shoppers.

“Twitter is the place to be to get the word out about timely promotions,” McKenna said. “Meanwhile, both Twitter and Facebook can be used to offer up exclusive discounts, and hold countdowns and contests.”

Retailers can also use these sites as a vehicle to let consumers know what’s still in stock (and what’s going fast).

“Anything that stimulates demand is effective,” said McKenna.

In addition, don’t be afraid to send out more than one tweet to plug a Twitter promotion.

“Create some buzz, and get the word out as much as possible,” McKenna added. “Send out between five and eight tweets in a 24-hour period.”

Let the online world replicate the brick-and-mortar experience by creating the same holiday excitement that occurs in stores. One effective way to do so is to offer time-sensitive specials, advised MarketLive’s Burke. For example, just as some stores open their doors at midnight or 5 a.m. during the season, dare your customers to shop online at these odd hours by offering discounts.

“Shoppers will buy into the game—just be sure to give them a good one,” Burke added.