The Post Holiday Rundown

The year is already off to an exciting start. Australian Consumer Confidence has been reported at its highest level in over four years. With Amazon’s launch to Australia and a shake-up of the online retail sector, there is a general feeling of cautious optimism heading into the first quarter of 2018.

But in order to effectively strategise for what lies ahead, it’s important to take a look back at the lessons learned from 2017. Last year, our advice for the holiday and back-to-school period was to take a look at the previous year and see what worked, what didn’t and to implement strategies based on those results. While it’s tempting to power on full steam ahead into the new year, now is the time to look back at your data and ensure you’re in the perfect position for the 2018-19 holiday period (even though that feels like a long time away!).  

Looking Back

While many retailers won’t release their figures until late next month, looking at the data, there are many questions that need to be asked. For example:

  • How efficient were your fulfilment processes?
  • Was your customer service up to standard?
  • How long did it take to resolve queries or complaints?
  • Did you over-index certain products?
  • Did you discount too early or too late?
  • Did you launch to new marketplaces with the right strategy?
  • What processes and procedures are in place to manage negative reviews?
  • How effective was your social media strategy?
  • Have you looked at the click-through rate of eDMs?
  • How was the ROI on your SEO or AdWords strategy?

What other questions do you need to ask to ensure next year’s holiday campaign is even better than the last?

Record Numbers

While there were differing perspectives heading into the 2017-18 Christmas and holiday period, a recent study published by Nielsen shows that more adult Australians than ever took to online retailers and department stores for their holiday shopping. The number of people who visited the online mass-merchandise sub-category grew 6.3% year on year.

Department store retailers fared well with their online offerings and apps over the Christmas period with Target Australia reporting a unique audience of 3.5 million people and a growth of 8.9% compared to the prior year.

Amazon announced that in the run-up to Christmas, eight of the top ten products purchased were in the tech category, with video games featuring prominently.

More Mobile

While mobile strategies should be on every retailer’s radar moving forward, the study revealed that 8.8 million adult Australians spent an average of 56 minutes online during December 2017, searching and shopping in the mass-merchandise sub-category via desktop. For smartphones, the number increases to 9.3 million but the average time spent shopping was 18 minutes per person followed by tablets with 4.9 million people spending an average of 17 minutes.

How did you fare in the 2017 holiday period? What can you improve upon this year? Or next year?  If you’d like a friendly chat about how to optimise your strategies across all your digital marketing and marketplace channels to ensure you’re set for the next holiday season – and beyond – drop our team a line at Or simply request a demo and one of our e-commerce experts will be in touch.

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