Boxing Day has long been the largest sale day for retail — with the best bargains for dedicated early morning risers giving a big boost in sales for retailers. The annual end of year promotions can loosen even the tightest of purse strings. In fact, the Australian National Retailers Association (ANRA) predicted last year that the average family would spend around $273 per household.
While some Australians are brave enough to face the in-store crowds, we’re going to see more people than ever getting a head start on the best deals, scouring online from the comfort of their own homes. So what can online retailers do this year to transform browsers into customers and maximise sales during this time?
Start engaging Boxing Day shoppers after their Christmas lunch
The Boxing Day opportunity for retailers is huge, but then so is the competition – with so many overseas websites targeting the Aussie consumer.
Over the last few years, Aussie retailers have reacted by swinging open their stores’ doors from 5am on Boxing day. This year they have another lever to pull on their cash registers – converting website visitors on Christmas Day with their latest sales messages.
Yes, Aussies are bargain hunting online on Christmas day! Criteo research reveals that last year online retailers experienced a surge in traffic on Christmas Day, which started at 3pm and continued through to 8pm. Engaging these bargain hunters post a big Christmas lunch will not only drive more website visits but also drive incremental sales.
With 97 per cent of users leaving sites without purchasing, it’s vital for retailers to ensure they’re reaching customers with personalised product recommendations, at the right time. It’s the holidays after all, so there are plenty of distractions online and offline!
For fast acting retailers and classified publishers in particular, unwanted gifts from Christmas provide fantastic opportunities to go hard on marketing to finish up a successful year! A 2014 survey from Galaxy, commissioned by Gumtree, revealed that Aussies received up to $520 million in unwanted gifts. Retailers with flexible returns policies and websites enabling ‘re-gifting’ are bound to reap the benefits with the right strategy.
Reach Aussies away from their desks
With most people off work from Christmas Eve until January 4th, online retailers need to keep in mind that their customers’ shopping habits will be different from the rest of year. No longer chained to their desks and work desktops, they’re more likely to be browsing on their new iPad, flicking through their smartphone while laying by the pool, or on the move on a family holiday.
Criteo research shows that in 2014 mobile sales peaked on the 26th December, up 56 per cent compared to the previous week. Now, with retailers offering better mobile experiences and organising their marketing investments accordingly we expect this trend to increase this holiday season.
To stand out from competitors, websites must be optimised for mobile and offer a seamless, cross-device experience. With conversion rates twice as high on mobile-optimised websites, it’s worth the investment for any smart retailer.
Boxing Day is going to be a big day no matter what, but keeping the above in mind will help busy retailers maximise conversions and drive incremental sales, setting up for a fantastic 2016!
Please login with linkedin to comment
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]