Once upon a time eCommerce sites went into “lockdown” mode in September or early October and nothing fundamental changed until after the holidays. Indeed a survey by Internet Retailer magazine showed just 35% of merchants last year made changes frequently in response to consumer behavior/trends. But as “the best laid plans of mice and men often go awry,” nearly half reported that when rare changes were made they were required to address a major issue.
In preparing for holiday this year, brands will be forced to be more responsive and dynamic to meet expanding consumer expectations for granular personalization and marketing brought on by big data, as well as for flawless, fast performance and uptime.
The concept of agile computing, a term once reserved for software development teams, now finds itself an essential piece for planning holiday. Merchants must adopt an environment of continuous improvement and encourage rapid and flexible response to change.
Not there yet? Here are some ways to appear agile without endangering basic functionality:
Feature user-driven content as a source of up to the minute info and ideas for promotions. To build synergy between its website and social media buzz Helzberg Diamonds promoted a Twitter hashtag on its homepage and featured a gallery of customer images.
Such user-generated content is always changing, is often on the forefront of cultural trends and memes and can provide an endless supply of value-added bling to your web site. It can also help you triangulate your store’s commerce site with the brand’s social media properties providing the heat necessary for better SEO.
Build campaigns around top sellers and trending items. Use the data about most-desired items collected by user-generated content and shared wishlists to build campaigns around top sellers and trending items. Or better yet, beyond static categories or hand-merchandised gift lists, seek out advanced technology partners.
Gone are the days when integrating advanced web features required a team of dedicated internal development staff. Merchants should be on the look out for platforms and plug-ins that can automate the parsing of the myriad data into usable and dynamic marketing tools. Employ on-the-fly generation of new site pages based on your site’s popular search terms. Bloomreach’s tool parses popular search terms and dynamically generates new site content organizing pages around what customers are actually actively looking for.
Get grassroots feedback from store staff throughout season, adjust content and customer service offerings accordingly. Close the information gap. Forge pathways for store personnel and customer service staff to communicate with business, merchandising and technical teams about what they are hearing in the field. Big data notwithstanding, no one has a better pulse on what customers are experiencing in their brand interactions than the humans you have hired to guide them through the buying process. Find a way to collect and act on their recommendations.
Conversely, provide front-line staff with the all the necessary tools and training to navigate online resources and guide shoppers to purchase. Be sure to empower associates to acknowledge and reward loyal customers, facilitate smooth returns, or ameliorate bumpy customer experiences with coupons and discounts.
You don’t want social media to become the de facto disgruntled customer service forum. Don’t let yours be the brand that requires multiple emails, phone calls and a social media post to extract customer satisfaction. Note the customer frustration in the posts on Pottery Barn’s Facebook page below.
Its easier to balance on solid ground. Evaluate the role your technical partnerships played in 2014. Take a hard look and ask these questions. Is your cloud or Web hosting and e-commerce platform provider reliable? Do they have the expertise — including mobile? Are they responsive? Can they handle the traffic? Are they agile enough to react to customer feedback or are they resource-strapped from fall onward? Now is the time to make necessary adjustments to your team.
Can you handle mobile? Mobile is playing a dominant role in holiday shopping. Make sure your site is optimized for the small screen. This step is not optional for the holiday win. 24% of total revenues are now attributable to mobile, according to the MarketLive Performance Index.
Strive for real-time inventory across touchpoints and make live order tracking available to your entire team. Study cloud services and benefits and dynamic load handling options to ensure your site stays up during traffic spikes/big sales events. Performance (speed and uptime performance) and the ability to quickly employ updates will win the season. Investment in technology that assures site performance and stability is critical. Look for technology and merchandising automation solutions that allow for quick response to market signals.
The takeaway. Don’t wait and see what might happen, prepare well and early for commonplace failures and be nimble enough to take advantage of unforeseen opportunities. Those who invest in the right tools and technology will be able to make the most of Holiday 2015. What are your priorities?