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Local retailers must act now to outsmart US counterparts: Responsys


Local retailers must act now to outsmart US counterparts: Responsys

Australian retailers have been warned to launch their Christmas discount campaigns now before shoppers get flooded with post-Thanksgiving offers from the US.

Marketing company Responsys said local retail outlets have until November 19 – next Monday – to roll out their competitive offerings or else they’ll lose to their US counterparts.

Indeed, the group’s director of insights Tim Beveridge Thanksgiving, Black Friday and Cyber Monday have the potential wipe out retailers for the season.

Beveridge offered several strategies to get ahead, including targeting browser activities, “sprucing up” email subject lines and making sites mobile friendly.

He also said local online retailers should ensure they have an email plan in mind and campaigns launch at a suitable time.

“Marketers need to plan campaigns with milestones in mind,” he said.

“Reminders such as ‘12 Days left until Christmas’ and ‘last day for free delivery’ can help lift conversion rates.”

Similarly, marketers should test when audiences are most responsive and use that insight to increase clicks.

“Local retailers can use their natural advantages of being a trusted brand, offering fast or guaranteed delivery, pick-up and returns at local stores and having local call centres and in-sync seasonal ranges to out-manoeuvre the international monsters,” he said.

“The number of emails combined with weight of chatter in social and mainstream media about Thanksgiving sales will entice Aussie consumers to spend.

“ Smart Aussie retailers will start aggressive marketing campaigns in advance of this to avoid losing sales off-shore in this key retail period.”


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