Navigating the Post-Holiday Slump

A Guide for eCommerce Brands to Boost Sales

The holiday season is a bustling time for eCommerce brands, with consumers eagerly making purchases for gifts and festive celebrations. However, as the decorations come down and the new year begins, many brands face the inevitable post-holiday slump in sales. Check out aiCommerce’s tips and tricks for navigating this post-holiday slump and boost your sales!

• Reflect on Holiday Performance:

• Before diving into new strategies, it’s crucial for eCommerce brands to reflect on their holiday season performance. Analyze sales data, customer behavior, and website traffic to identify trends and patterns. Understanding what worked well and what didn’t will provide valuable insights for crafting a tailored post-holiday strategy.

• Engage with Email Marketing:

• Maximize the power of your email marketing strategy to re-engage with existing customers and attract new ones. Send out targeted emails promoting post-holiday sales, exclusive discounts, and upcoming product launches. In fact, 59% of consumers state that marketing emails have impacted their purchase decisions.  And personalization is one of the best ways to improve email engagement and performance. Personalize content based on customer preferences and purchase history to increase relevance and engagement.  

• Leverage Social Media:

• Social media platforms are invaluable tools for eCommerce brands looking to stay connected with their audience. Last year alone, 4.9 billion people were active on at least one social media platform, and 90% of users follow at least one brand.  Create engaging and shareable content that promotes post-holiday offers. Run social media campaigns, contests, or giveaways to generate buzz and encourage user participation. Approximately 76% of social media users have purchased at least one product that they found on a social media site.  Investing in social media advertising and social commerce can give your brand the leg up it needs to boost awareness and sales.  Utilize platforms like Instagram and Pinterest to showcase visually appealing content.  

• Optimize Website and User Experience:

• Enhance your website’s user experience to encourage conversions. Streamline the checkout process, optimize product pages with high-quality images and compelling product descriptions, and ensure that your website is mobile-friendly.  Mobile commerce is expected to continue growing over the next several years, as can be seen in the graph to the right.  With 52.2% of all website traffic being generated from mobile devices, there has never been a more important time to ensure your site is optimized for mobile.  Consider implementing a live chat feature to provide real-time assistance and address customer queries promptly.

• Introduce Loyalty Programs:

• Encourage repeat business by implementing or optimizing a loyalty program. Offer incentives such as discounts, early access to sales, or exclusive promotions for loyal customers. With 79% of consumers being registered for some form of a loyalty or rewards program, it is absolutely vital to build lasting relationships with your customers.  In fact, customers are more likely to return to your brand when they are made to feel important via exclusive offers, early access, personalized discounts, and more.  Highlight the benefits of joining the program through targeted marketing messages, emphasizing the long-term value of continued engagement with your brand.

• Collaborate with Influencers:

• Partnering with influencers in your industry can help amplify your post-holiday marketing efforts. Influencer marketing is currently a $21.1 billion industry, and is expected to continue growing.  Influencers can bring authenticity and credibility to your brand, driving traffic and sales.  Identify influencers whose audience aligns with your target market and collaborate on content that showcases your products. As can be seen in the graphs below, TikTok and Instagram are both very popular platforms for influencers, and we’ve seen higher growth rates for influencer marketing over traditional social media advertising.  

• Explore Cross-Selling and Upselling:

• Encourage customers to explore additional products through cross-selling and upselling techniques. Develop recommendations for complementary items into the checkout process, enticing customers with a curated selection that complements their initial purchase, or showcase product bundles that not only provide added value but also elevate the overall utility of the products. By articulating the benefits of purchasing additional items, such as enhanced functionality, increased convenience, or exclusive discounts, businesses can maximize their average order value. This approach also fosters customer satisfaction and loyalty, as patrons recognize the benefits derived from a well-rounded and thoughtfully curated shopping experience.

• Focus on Customer Retention:

• Establishing enduring relationships with customers forms the foundation of sustained success for any business. A key strategy in this involves implementing post-purchase follow-ups to express appreciation and ensure customer satisfaction. Actively seek feedback to gain insights into their experiences and promptly address any concerns or issues that may arise. Going beyond transactional interactions, offer personalized recommendations tailored to their preferences, leveraging insights from their past purchases. This not only demonstrates an understanding of their individual needs but also reinforces the notion that their loyalty is valued. By consistently engaging with customers beyond the point of sale, businesses lay the groundwork for long-term relationships built on trust and a genuine commitment to meeting customer needs.

 

The post-holiday slump is a common challenge for eCommerce brands, but with strategic planning and creative marketing, it can be overcome. By reflecting on holiday performance, implementing targeted promotions, optimizing the online experience, and fostering customer loyalty, eCommerce businesses can navigate the post-holiday period successfully and set the stage for a prosperous 2024!