6 E-commerce Tips to Survive the Dark Days of January
Christmas has passed its crescendo, and a large boost in shopping is swapped with returns, strained wallets and sporadic purchases. So, how can you transform the notoriously gloomy January days into a bright Q1? We'll shine some light on three common problems and six slam-dunk marketing solutions.
Poor Presents Result in Returns
Did you receive a bad gift for Christmas? You’re far from alone. As a matter of fact, January generally has the highest rate of product returns. In essence, this means that the upswing in profit during December is more or less a loan until the first weeks of January.
Slimmed Down Wallets
Solution 1: Retargeting Cures Abandoned Carts
Even though abandoned carts are feared, the phenomenon far too reoccurring to turn a blind eye. But first, let's ease your mind: abandoned carts aren’t synonymous with a lack of interest. Rather, it might be caused by a plethora of reasons such as lack of time, delivery cost or that the customer wanted to create a wish list for a future purchase. The last reason is particularly relevant in regards to the massive economical hangover caused by Christmas and New Year.
Solution 2: Bump Your Average Order Value
Another method to survive the January sales dip is to increase your average order value. This can be done with upselling (recommendation of a product upgrade) or cross-selling (recommendation of related or complementary products). If you want to further increase the effectiveness and relevance of your recommendations, you should tailor them to the individual’s customer profile.
Sporadic Christmas Shoppers
Solution 1: New Customers? Strike While the Iron is Hot
Solution 2: Retain Interest From Your Reactivated Customers
Once you awaken a slumbering customer, it’s important to keep the momentum. Maintain interest by continuously nourishing the customer with product recommendations based on the individual’s customer profile and use triggered emails based on behaviour – or lack thereof. This way, there’s a greater chance that the customer will remain active.
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