Holiday Countdown Tip #10: Shifting focus to in-store purchasing

Now that the ground shipping cutoff has passed and expedited shipping deadlines loom, the time has come to drive online shoppers to bricks-and-mortar locations to complete purchases. With 61% of shoppers reporting prior to the holidays that they planned to research products online before purchasing, according to the 2011 MarketLive Consumer Shopping Survey, it’s crucial to promote the online/in-store link.

Retailers and brand manufacturers alike can participate in this final holiday push, with brand manufacturers promoting outlets where shoppers can find their merchandise. To effectively move shoppers from the browser to the store:

  • Help shoppers find store locations. Make sure store locator links are prominent on your eCommerce and mobile sites; consider promoting your store locator and customer service contact information on your Facebook landing page.
  • If you offer in-store inventory lookup, promote it. If shoppers can view in-store product inventory through your eCommerce site, highlight this service with a global site banner, in email and on social outposts.
  • Promote in-store events prominently. Send geographically-targeted email to promote local store events and spotlight marquee events on the eCommerce site. Kitchenware retailer Sur La Table links from its home page to a promotion for “The Chef is In” store events, scheduled for Dec. 21-23, which offer shoppers the prospect of expert cooking advice along with a chance to stock up on last-minute gifts.

Holiday example from Sur La Table

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