In 2012, customers spent $1.7 billion on Cyber Monday, and the forecast for this year predicts a whopping $2.27 billion. Next to Black Friday, it’s the biggest shopping day of the year. Many customers prefer shopping Cyber Monday deals because they get to enjoy the same bargains, but avoid the lines, the crowded parking lots, and the massive amounts of people.
Did your garden e-commerce business take a piece of that 1.7 billion dollar pie last year?
If not, it is important to get on the ball this year to make sure your marketing strategy has a Cyber Monday plan. Don’t miss this huge sales opportunity.
Here are seven tips to keep in mind for any garden e-commerce business planning their Cyber Monday strategy.
1. Have a Compelling Offer.
All good marketing starts with a hook. Cyber Monday is simply a chance to emphasize that.
There is no such thing as one-size-fits-all marketing, so create different offers for different segments of customers.
Already have a segmented email list? Great. This is a good place to start. What are their
common interests? What are the most popular products? Work backwards to determine what offers will work for which customer. Now you can create a set of offers for Cyber Monday that will help attract different segments of people, and move more product.
Also, remember that some offers aren't discounts or free products, but are still necessary. For example, most online retail sites will offer free shipping on Cyber Monday. That's not a strong offer, but a necessary one. Make sure you have your own necessary offers in place so you don't lose customers. Just know that simply offering a necessary offer won't get people in the door, it will just compliment another deal.
Cyber Monday acts as a natural deadline, but garden businesses need to increase the urgency of promotions.
Offer different deals each hour
Let customers know when an item is almost sold out
Set up a count down on your website
However, you want to keep sales going through out the holiday (and beyond), so come up with some unique ways to bring the customer back after you've driven them mad with urgency!
3. Online Shoppers Spend More.
The average spend per customer on Cyber Monday was higher compared to Black Friday, according to IBM. But shoppers were savvy, using multiple screens and hunting around for the best deals.
If you want to get the attention of the Cyber Monday shopper, you need to use your compelling unique offers, promos and discounts in front of them.
Since it’s an online holiday, it’s natural that people share their experiences and hunt for deals through social media.
Last year, Cyber Monday accounted for 1.4% of social media chatter that day. On Facebook, referral traffic for top retailers spiked 240% compared to other average Mondays. And conversion rates for Twitter and Pinterest continued their steady rise.
Social conversations and engagement are clearly part of the Cyber Monday experience.
5. It’s a Great Day to Reach Men.
If you think shopping holidays are just for women, think again. According to BIGinsight, men (43%) actually claim to shop online during Cyber Monday more than women (39%).
And with the rise in the stay at home dad, this year is shaping up to be an even bigger male dominated spending holiday. Here are more tips for marketing to Dad's this Cyber Monday.
6. Late Morning is the Busiest Shopping Time.
Timing is everything. Especially with unique offers.
Based on data collected by IBM, in 2012 online sales peaked at 11:25 AM EST. The good news is that those peak times didn’t lead to deep valleys. Momentum remained strong after shoppers’ evening commutes.
7. Promotion is Nothing without Spotless Execution.
Once your promotions are in place, ensure you're ready for the order rush. Is your website optimized for heavy traffic? Are the featured products in stock? Have all of your employees been warned, informed, and trained to handle consumer questions?
You're far better off with a decent promotion that appears flawless to customers than an
offer that trips up.
To create the best marketing strategy for Cyber Monday, start planning now! As Cyber Monday continues to grow and more money is spent each year, remember that buyers looking for the best deals out there.
Be creative and offer unique deals to get your customer’s attention.
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