The holiday season is a concerning topic for e-commerce leadership, especially as brands face challenges in the current economic climate that impact consumer purchasing decisions. Here are some essential tips that brands should consider to ensure the success of their season and effectively prepare for the Christmas period.

  1. Offer Attractive Promotional Deals and Ensure They Are Well-Promoted:

    In 2022, with inflation already causing concerns, the Fevad surveyed French consumers about their participation in Black Friday. Despite this, 70% of online shoppers were willing to participate, primarily motivated by promotions and good deals. In 2023, consumer caution persists. According to PwC, 69% of consumers worldwide are canceling or postponing non-essential expenses, and 90% are more frugal. Therefore, brands must intensify their marketing campaigns highlighting promotional offers to capture consumer attention.

  1. Incorporate User-Generated Content on Product Pages:

    User-generated content (UGC) plays a crucial role in aiding consumer decision-making, equivalent to word-of-mouth or informal exchanges between customers sharing their opinions on a product in a physical store. According to a study by Wizville, 81% of French consumers consult online customer reviews before making a purchase, with 36% reading customer reviews at least once a week across all industries.

  1. Ensure Reliable and Consistent Information About Your Brand and Products

    Deterioration in content quality can have various origins, such as outdated information or images that do not match the actual product. Another common situation is the disparity in quality between the content on your official website and that distributed on other channels where consumers discover your products. In any case, this divergence harms consumer trust, emphasizing the importance of reliable and consistent content across all distribution channels.

  1. Optimize Your Content to Elicit Consumer Desire to Purchase:

    It is crucial to refine product information on all sales channels to ensure a comprehensive, consistent, and high-quality shopping experience. However, uploading product data should not be considered a final step. It is imperative to constantly seek to improve product content to meet evolving consumer expectations. Monitor competitors closely, analyze customer queries, scrutinize key performance indicators (KPIs) to identify potential areas for improvement and thus boost online sales.

  1. Consider Offering Free Shipping

     Explore the possibility of offering free shipping, taking inspiration from market leaders such as Amazon. If this is not feasible, look for ways to expedite delivery at affordable rates, such as offering a click-and-collect service. By aligning your offering with established industry standards, you enhance the appeal of your service and meet consumer expectations for speed and delivery cost.

 

https://www.fevad.com/black-friday-et-achats-de-noel-sur-internet-face-a-la-crise-comment-vont-se-comporter-les-francais/

https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey.html