Director of Sales and Strategic Partnerships at ReadyCloud, the Shipping, Returns and CRM Suite built for eCommerce.
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Summer is fast approaching. That means one thing: Intelligent e-commerce and retail brands are preparing for the holiday season. Why? Simple. It’s the busiest time of year for shoppers, no matter the deals. But that’s not the only reason.
Christmas in July has become an international phenomenon. Brick-and-mortar brands and e-commerce sellers have started to cash in.
It’s the first year after a huge uptick in online shopping. The pandemic changed the way people shop forever. More people started shopping online than ever before. Not only that, but people also relied on services like buy online pick up in-store (BOPUS or BOPIS).
The convenience wasn’t lost on shoppers. Christmas in July has omnichannel brands thinking about showrooming and webrooming. Here are some tips I can offer so you can plan well in advance.
What Is Showrooming?
Before the pandemic, many shoppers enjoyed browsing for gifts at brick-and-mortar stores. They would peruse the aisles to research items that would make great gift ideas for the holidays. Brick-and-mortar stores would advertise deals. They would also showcase the most in-demand and hot gift items.
As people browsed, they got a chance to touch and test out physical products. Then they would buy online at a later date. The brick-and-mortar store served as a physical showroom for customers. That is showrooming. It’s the act of window shopping in-store and then buying online. It’s become a more popular way to shop for the holidays.
What Is Webrooming?
Webrooming is the reverse of showrooming. Many people compare prices online from their favorite retailers. Once they find the deal they want, they walk into a brick-and-mortar store to buy the product. The website serves as a showroom for the customers. That’s webrooming. Both have become popular ways to research products and compare prices.
Tips To Prepare For Holiday Showrooming And Webrooming
Being prepared for the start of the holiday season is key. Here’s a list of actionable steps that retailers and etailers can take to prepare for the holidays.
1. Analyze Data For Successful Strategies
Take the time to go over last year’s holiday season data.
Look at what elements led to success and what didn’t. Use them as a baseline for strategies to focus on for this year. Applying what worked in the past can be a good strategy for future success and a solid return on investment.
That could be:
• Sales or promotional offers you used
• Products that outperformed your projections
• Campaigns you ran if you’re an e-commerce store
2. Develop An In-Depth Marketing Plan Or Promotional Plan
Testing holiday-themed promotions early is a great way to see what works. Using your data to guide you, test out promotional items and market them online or in-store.
If you’re an omnichannel retailer, you may want to test both online and in-store.
Testing early during Christmas in July provides insight. It can help you refine your marketing plan for the busy fall and winter months.
You may want to define a handful of products to promote and market. Omnichannel retailers and e-commerce brands should consider influencers for promotions.
Both should keep in mind e-commerce holidays, like Black Friday. Take time to schedule marketing campaigns that coincide with these holidays.
By developing a plan early, you’ll be best prepared for the busy holiday shopping rush.
3. Review Logistic Plans To Meet Holiday Shipping Demands
While retailers can use BOPUS options, they also have to focus on logistics for online orders. The same goes for e-commerce brands.
The demand for holiday shipping is important and shouldn’t get overlooked. For e-commerce brands, logistics plays a crucial role in building a solid reputation.
Fast, reliable shipping is a must, but it’s not the only consideration. Finding options for free or as close to free shipping as possible is vital. You also want to be able to handle returns.
E-commerce brands know the cart abandonment struggle is real. Having products that even look like they have free shipping is of paramount importance.
Using Christmas in July as a way to test logistic concerns for the holidays is an excellent decision. It offers a way to see how customers will react to shipping costs and avoid concerns about the holiday rush.
4. Review Your Inventory
Whether you’re a small e-commerce store or a major retailer, inventory is critical. Using the summer months to plan is a wise choice.
That way, you can ensure you have the inventory and warehouse space to store it for the holiday season.
Remember, it’s better to err on the side of caution. It’s better to have too much than not enough — that’s especially true for e-retailers. No one wants to turn away customers due to inventory issues.
Inventory planning during the summer helps prevent issues during the peak holiday months.
5. Ensure Your Website Is Holiday-Ready
Christmas in July is an excellent time to make sure your website is holiday-ready. With online shoppers researching for the best prices, you want to look prepared.
Whether you’re a retailer or an e-commerce brand, your website is your online showcase. Make sure it’s holiday-ready.
Here are some ways to ensure your website is ready:
• Check your website’s capacity to be ready for holiday traffic.
• Test your website on mobile to ensure it’s responsive and easy to use.
• Make sure your shopping cart is optimized and ready for desktop and mobile.
• Test exclusive deals rather than short-lived discounts to see if they convert better.
Spend time on these tasks now and you'll be well-prepared for what's shaping up to be another record-setting year for e-commerce.
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