E-commerce application provider ATG lists four ways to ensure your site makes the most of the predicted holiday online spending surge.
The National Retail Federation predicts that online holiday spending will
be up 5.7% this year. With that in mind, Art Technology Group (ATG) offers these
four strategies for online retailers to ensure a successful online sales
season.
1.
Differentiate personalization and customization. According to ATG,
personalization requires an in-depth level of information about a customer’s
interactions with your organization over time – not just what they did the last
time they visited your site. Don’t get caught up in targeting shoppers with
promotions based solely on their last interaction, which is really
customization, ATG said. Instead, successful retailers create personalized
campaigns that consider a customer's overall
preferences.
2. Turn nos
into yeses. ATG recommends that online merchants cultivate their ability to
change online promotions "on the fly." “When you receive a negative response,
proactively offer a second promotion that provides an alternate selection,” the
firm said.
3. Blend your
online and offline channels. Online or offline, it's still a purchase, ATG
said. Since customers gravitate to convenience, savvy online retailers will
design and launch their online promotions with their offline channels in mind.
“Retailers that can provide customers with the ability to order an item online
and pick it up a store or redeem a gift certificate online are reaching out to
their customers and making the holiday season as convenient as possible,” ATG
said.
4. Stay tuned
to the market. Like the seasons, customers’ ideas of what’s “hot” changes,
ATG said. Successful retailers will not only take what they learned from their
customers last year but also scrutinize what they learned from those customers
this year to develop and deploy timely online promotions and targeted campaigns,
the company said.
"As e-commerce continues to grow, customers expect more functionality and
integration around their online experience," commented Bob Burke, president and
CEO of ATG. "Whether a customer is purchasing a gift, booking a flight or making
a hotel reservation online this holiday season, the degree to which their
interaction with the retailer is convenient and informative will make the
difference between success and failure."
For more information, contact ATG here.
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