Channel Advice Episode 2: Optimizing Post-Holiday Strategies

Welcome back to another episode of Channel Advice, a new video series where our team of e-commerce experts take on your most pressing e-commerce questions in quick, easy-to-watch clips (because let’s be honest, we’re all short on time!)

Since our last video, the post-Christmas questions have been pouring in, so we brought on one of our campaign managers, Andrew Hicks, to shed some light on a question he often gets from clients:

“How should I approach my post-peak season strategies?”

In this week’s episode, Andrew advises retailers to break down the post-holiday process into three major steps:

Step 1: Analyse Your Data

The festive season is over and you’ve now got enough data to last you for at least the next six months. Use it! Take the time to sift through your data and make note of any demographic shifts in your shoppers. Are they searching for difference products? Are certain categories performing better than others? Ask yourself critical questions about last year’s strategies to find what worked, what didn’t and what can be improved on.

Step 2: Update and Plan Your Strategy

Once you’ve made sense of your data, it’s time to apply it to your strategy for the year. Are any of your peak season strategies applicable to other upcoming shopping days or are they truly seasonal? Also, don’t forget to update your remarketing lists now that you have a slew of new shoppers from the festive season. Tools like Google Merchant Promotions will help you incentivise those shoppers to turn them into loyal customers.

Step 3: Implement Your Next Promotion Now!

Ok, this is where you take step 1 and step 2 and apply them to the next peak season or event that you want to create some buzz around. There’s St. Patrick’s Day and Easter to look forward to. If you can’t wait that long, why not make something up? (It worked pretty well for Single’s Day). The point is that the sooner you start testing holiday promotions, the more interest you’ll build around your products and the more experience you’ll have to be armed and ready to take on Christmas ‘17!

Follow these steps and you’ll be well on your way to perfecting your holiday strategy. We’ll see you again soon for the next episode of Channel Advice where one of our social media marketing gurus breaks down how to maximise Facebook performance with Dynamic and Carousel Ads.

In the meantime, submit your e-commerce questions to us via Twitter using the hashtag #ChannelAdvice or send your questions to advice@channeladvisor.com to be featured in an upcoming episode.