Data & Digital Advertising Strategies for the Holidays
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Nov 04

How to make the most of your e-commerce data this holiday season

The holidays are upon us and it means two things—copious amounts of holiday foods AND holiday shopping. It’s no surprise that more and more people are flocking online stores to do their holiday shopping.

Just how big of a deal is it? Well, let’s put it in perspective.

In 2013, Thanksgiving and Black Friday brought in a combined $12.3 billion in sales, according to ShopperTrak. The National Retail Federation reported that 92 million people shopped on Black Friday, with nearly half shopping online. Additionally, Cyber Monday reached an all-time high, with $1.7B in desktop sales.

To put it frankly, online shopping and e-Commerce are a BIG deal. If you’re like us, you want to know the profile of the people that purchased something from your e-Commerce store and create a Digital Marketing and Advertising plan for 2014.

Here are a few tips on how to can make the most of your e-Commerce data from holiday shoppers:

1. Retarget Your Buyers With Bounce Back Offers:
This is a pretty straight forward idea, but giving your holiday purchasing customers a reason to come back to your site is one way to increase traffic and sales. Create rich media ads that feature a special discount or sale that is exclusive to your past purchasers. You have the data and tracking so why don’t you use it!

2. Optimize Your Digital Marketing Campaign to Hit Your Target Audience:
For the post-holidays you’ll want to target the audience that will most likely purchase something from your online store through the rest of the year. Take the rich data that you’re collecting during the holidays as a way to maximize your target on your key purchasers.

3. Cross Sell Additional Products that Purchasers have an Affinity for:
One way to make the most of your holiday e-Commerce data is to cross sell products that your customers already have a likely for. For example, if someone comes to your online store to purchase skis they will probably purchase ski boots, jackets, and gloves in the future. Use this data in your digital marketing campaign strategies as a way to increase sales and return customers.

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.