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!
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