Prepare Your Website For Holiday Shoppers

With holiday shopping looming, retailers continue to look for what will give them the edge during the 2013 holiday season. The climbing popularity of consumer showrooming – checking prices and product information while shopping in stores, has been said to pose a threat to retailers this holiday season. That threat, in addition to the fact that customers will be researching purchases online before visiting stores, make the condition and presentation of your website more important than ever.

A Google consumer survey showed that 49 percent of shoppers say they know when they'll do their holiday shopping. Thirty percent of consumers will begin their holiday shopping before Halloween.

Make sure you're ahead of the game. Drive increased engagement with your brand through content marketing and optimized visibility for your top promotional products. You don't have to put your holiday deals online yet, but make sure that you update your featured items on your website and make sure that all of your content is relevant streamlined.

You want shoppers to see that you run a quality retail operation with great products at fair prices. You want the quality of your website to reflect the quality of your business. Take some time and invest in it now to appeal to your early shoppers and researchers. The side benefit is your site will be ready for the holiday season and ready for when deals go online and showrooming starts in earnest.

Smart retailers can take advantage by strengthening their opportunities to drive increased engagement. Paying attention to how search influences the customer journey and planning promotions that coordinate with brick-and-mortar store(s) will drive increased holiday sales.

Reinforce your promotional offerings using ad copy with savings driven messaging. This will make sure your brand is one that stands out when consumers are drilling through the sea of promotional messages soon to come.

Search aligns you with a customer when they are deeper in their consideration set, which makes your brand more memorable as they continue through their journey.

Create some simple Google or Yahoo/Bing text ad campaigns to capture shoppers as they are closer to the buying decision. You can divert funds from the service department and general ads you may be running, and focus on your Holiday Sale, price match policy or the Bontrager Guarantee.

If you are a Trek dealer in need of any advice or are interested in outsourcing these projects, please feel free to contact us.

About The Author

Ryan Atkinson

Ryan Atkinson

Ryan is a proven marketing professional who entered the cycling industry in 1994.