How Retailers Can Win the 2021 Shopping Season 

Here we go again. In 2020, retailers braced for an uncertain holiday season as the pandemic raged on. In 2021, they once again face uncertainty with the Delta variant surging and a global supply chain disruption threatening to create produce shortages and higher prices. On top of that, inflation could make shoppers choosier. How should retailers adapt their digital marketing strategies? Here are some tips: 

Get a Jump on the Season 

Start that holiday awareness campaign now. In particular, move forward with an aggressive Black Friday and Cyber Monday campaign. In 2020, retailers moved up Black Friday deals and spread them out over a series of online events because many shoppers avoided the crowded, in-person Black Friday experience. This year, I’d expect more of an omni-channel Black Friday experience, with more shoppers comfortable returning to stores but many others wary of doing so. At the same time, they’ll be very price conscious and aware of the news stories about product shortages. So, retailers need to really devote more effort to optimize their Black Friday deal websites to be found, incorporating prominent email capture pages for shoppers to stay on top of deals. Their special Black Friday sites need to act as content magnets to attract shoppers online and to drive them either to the store or to an online shopping cart. Too often, retailers are losing traffic to Black Friday deal pages that are sponsored by third parties, and they need to capture that lost traffic to wring every value out of their precious inventory. 

Put Pre-orders to Work 

By now, you have likely done your forecasting, and you know what inventory you have on hand, but you may not know how much of that inventory you will be able to restock as the holiday shopping season picks up steam. I suggest running a paid media campaign around what you have available now; and rely on lookalike audiences from your website to encourage likely shoppers to pre-order. Be present everywhere in all those places where you sell your product. 

Manage Expectations 

Manage expectations about your inventory levels. Make sure your product feeds are up to date. Be clear that inventory is limited, and use compelling “get it now” calls to action. Be clear about how many units you have are left in stock (as Amazon does so effectively).  

Avoid “Out of Stock” Messages 

Unfortunately, with the supply chain crisis continuing, shoppers are going to encounter the frustration of not getting what they wanted. To alleviate that frustration, make sure your offers and website displays offer alternatives to what they’re seeking. When you run out of a product, post a related product feed so that shoppers see an alternative. Offer a sign-up so that you can let them know when a product is available or a suitable replacement. Now is the time to be flexible and creative with your offers.  

Accelerate Your Abandon Cart Campaign 

It’s common knowledge that online shoppers will hold goods in their online shopping carts and look around for a better deal on another website. Normally you might wait a day and do an email reminder letting them know there is merchandise in their shopping cart. But this year, shoppers might be more prince sensitive. So, consider making your abandon cart campaign (possibly with offers such as free shipping or discounts) kick in sooner.  

Reward Loyal Customers and Avoid Couponing for New Customers 

Don’t fall into the trap of aggressive couponing. Couponing degrades your brand unless you are in the grocery industry. There is  a place for couponing as part of loyalty programs. Consider couponing for loyal shoppers because you care about them and are empathetic to their needs. Be careful in how you offer that coupon; make it personal, use it sparingly. Don’t refer to your offer as a coupon; use phrases such as loyalty incentive.  

Be Empathetic 

Always be empathetic with your tone and content. Customer service always needs to be the Number One priority. Put yourself in your customer’s shoes and consider what they are experiencing with the likely frustration of finding products in stock. Send the message that you understand what they are going through. You understand the frustration. This can be done with an email campaign that with the holiday season approaching, you know your shoppers will be anxious about meeting their needs, and you will be doing everything you can to be there for them. In addition, keep in mind that many customers may have lingering concerns about Delta will be spiking. Assure them that you know they want a safe experience, and remind them of your own health and safety protocols.  

“Can We Go Back to Normal?” 

One question I get asked often is whether it’s OK for retailers to promote a more traditional holiday season with big family gatherings, unlike 2020. Here’s what I suggest: encourage shoppers to celebrate holidays their way. Some people want to get together with families again depending on their personal circumstances. Others may celebrate with loved ones long distance.   

Contact Investis Digital 

If you’re trying to figure out how to adapt your paid and organic content strategy for the 2021 holiday season, please contact Investis Digital, and we’ll be happy to help.