In the retail trade, the final two months of the year show the highest turnover; in many branches they decide the state of the final balance sheet. However, special digital marketing strategies and campaigns for Cyber Monday must be well planned. Firstly, there is the optimisation of the mailing processes, because above all, customers want one thing: that their items arrive on time.
For the retailer this means they must manage their mailing and processing procedures carefully and be able to optimise these procedures flexibly with as little advance notice as possible. For this reason, companies should lay out the foundations for successful 2015 Christmas retail early on, emphasises Sebastian Fleischmann, Sales Director Oracle Marketing Cloud DACH, Benelux & Nordics. He summarises current findings from festive season marketing in an e-book, available for download at: demand.eloqua.com/LP=5130.
Individualised customer communication, he writes, should take top priority in campaign planning throughout the year. The better a company can understand their customers’ behaviour in advance, the more accurately the customer can be addressed. Visual channels are playing an increasingly more important role here. Instagram, Pinterest and YouTube, for example, are especially suited to letting customers know about new products or campaigns.
Above all, the message is that it is well worth carrying out detailed analyses of previous campaigns right at the start of the new year. Modern data analyses provide, for example, transparent information on searches entered in online shops and deliver exact evaluations of cancelled orders, deserted shopping baskets and direct customer enquiries. Careful analysis also shows whether the technical conditions were sufficient – or whether the existing systems actually require additional services and a greater capacity for busier times.