With the shaky economy weighing on all our minds, this Holiday Season could be make-or-break for a lot of eTailers.Â So, like Bryan Eisenberg mentioned in a recent blog, the time to innovate is now, and relying on the status-quo isn’t wise.
So as you ramp your sites and marketing up for the Holidays, do you have a few innovations up your sleeve?
Let’s face it. Despite the economic troubles, people are still going to want to give gifts, and find the best gifts they can for their loved ones.Â They’re just going to be more cautious and spendthrift.Â So empathize with that sentiment as they shop with you.
Encourage them to take their time and find the right deals.Â Advise them to buy multiple items to save on their overall shipping spend (Amazon has always ruled this game in my opinion).Â Heck, if you’re really bold, cross-sell them with similar items that cost less…it’s sounds crazy, but they might convert instead of abandon.
For a more concrete example, think about gift cards.Â A certain percentage of gift shoppers will always end up giving gift cards, and that means a certain percentage of your early-2009 traffic will be gift card redeemers.Â The buying path for gift cards is usually OK, but have you optimized it?Â Do you plan to test and optimize it in the weeks leading up to the Holidays?
Now think about the card redemption process, which I think has even more room for improvement.Â Here’s the experience I’ve always had when redeeming Holiday gift cards online:
Boring.Â Uninspired.Â A bit tedious.
Here’s a dream of a better experience:
Those are just a few changes that seem achievable.Â Pair those changes with optimization, and you might turn 1-time gift card redeemers into repeat purchasers.
If anyone wants to share their innovative Holiday Season ideas, feel free, but we understand why you wouldn’t necessarily want to give up your competitive advantage .
Can anyone give examples of extraordinary 2007-08 Holiday gift card experiences out there on the Web?