Many e-commerce store owners wonder: how to have good sales results in the pre-Christmas period and how to prepare an e-commerce store for Christmas? According to the Mazars report regarding the e-commerce industry, it appears that the e-commerce market was worth 70 million PLN. Meanwhile, the coronavirus pandemic contributed to the creation of a larger number of online stores from various industries. However – as the report shows – e-commerce store owners have no choice: to achieve satisfactory results, they must prepare the store for increased sales.
How to prepare an online store for Christmas?
Are you wondering how to prepare an online store for Christmas to increase sales and encourage customers to buy? Here are a few tips that will help you better prepare your store for increased sales in the pre-Christmas period!
1. Prepare the store for Black Friday!
Black Friday is a very important day in the e-commerce industry, which falls on the last Friday of November (this year on November 25), and for many online store owners it is the beginning of the Christmas shopping season. Therefore, it is worth preparing the store for Black Friday much earlier to increase sales and gain customer loyalty.
How to prepare a store for Black Friday?
Above all, plan promotional activities well in advance. Consider which products you want to discount and by how much. It is worth remembering that customers on this day expect really attractive discounts, so try to positively surprise them on Black Friday.
2. Prepare necessary promotional materials referring to Black Friday and place them in a visible place in your e-commerce store
After choosing specific products that will be covered by the Black Friday promotion in your online store – take care of graphic materials informing customers about the promotion. Place them in visible places that are quite important for customers. It is also worth improving navigation in your online store to minimize the risk of abandoned carts, and simplify the purchasing process for customers and make placing orders more pleasant.
3. Describe in detail the conditions for using the promotional offer and prepare a promotional campaign
Do you want to effectively reach customers and interest them in a special offer on products from your e-store? A good solution is to prepare a campaign regarding Black Friday earlier e.g. in Facebook Ads and prepare content informing about the promotion in the store’s newsletter. Thanks to these activities, your customers will immediately see what they can expect in your e-commerce store and what products they can invest in.
Remember, however, to prepare advertising activities and the entire campaign based on previous experiences, i.e. from the previous year and based on the so-called purchasing habits of your customers.
Also analyze which customers are most loyal and shop most often in your e-store. For this purpose, it is worth analyzing order history, checking which products are most willingly bought and thinking about what you can offer your customers this year. Such a solution is very helpful when you wonder what types of products to prepare lower prices for.
4. Prepare and simplify navigation in your e-commerce store!
Do you want more customers to decide to shop in your store? One of the factors that increase consumers’ desire to buy is easy navigation in the e-commerce store. Therefore, before Black Friday, it is worth analyzing the store in terms of UX and deciding to improve a few elements.
Sometimes small changes cause the cart abandonment rate in the online store to decrease. Why is it worth doing it? Improving navigation helps customers find the products they are looking for faster, which translates into greater satisfaction with shopping and encourages them to return to the store in the future.
5. Take care of appropriate logistics and fast shipping of orders
Fast shipping of orders is crucial in the pre-Christmas period. Customers want to be sure that the ordered products will reach them before Christmas. Therefore, make sure that your store is logistically prepared for increased sales. Consider cooperation with a proven logistics partner who will ensure fast and timely deliveries. Also check if you have a sufficient amount of packaging materials and if your warehouse workers are ready for intensive work.
Also remember about clear information about delivery times. Inform customers until when they can place orders to receive the shipment before Christmas. This builds trust and avoids disappointment.
6. Take care of customer service at the highest level
In the period of increased sales, customer service plays a key role. Customers may have questions about products, delivery or returns. Make sure that contact with your store is easy and quick. Consider introducing a chat on the website, extending the working hours of the customer service office or hiring additional people to handle inquiries. Fast and professional customer service can effectively encourage customers to buy and build a positive image of your brand.
7. Prepare an offer of Christmas gifts
Many customers look for ready-made gift ideas in online stores. Make this task easier for them and prepare a special offer of Christmas sets or ready-made gifts. You can create a “Gifts” category in the store, where customers will find proposals for gifts for loved ones. It is also worth offering a gift wrapping service. For many busy people, this is a huge facilitation that can decide on choosing your store.
8. Remember about post-Christmas sales
The period after Christmas is also a good time for sales. Many customers look for bargains and want to use the money received as a gift. Prepare a post-Christmas sales offer earlier to maintain high sales also after the Christmas period.