RETAIL HOLIDAY SEASON: READY OR NOT HERE IT COMES…

That time of the year again as retailers have to begin planning their strategy for another busy holiday shopping season.

Last year’s shopping season was one for the books with digital engagement reaching all-time highs and in-store shopping on hold.

However, even though in-store shopping will be back this year, consumer preferences have shifted, meaning retailers can still expect high levels of digital engagement.

CONSUMER EXPECTATIONS IN 2021

Buyers want safe experiences – in 2020, customer safety took shape with in-store cleaning procedures and maximum occupancies. This year, consumers still want safe experiences but are instead referring to increased data security and trusted interactions with brands.

Buyers want convenience - when we hear the word “eCommerce” we tend to think of traditional online shopping from a desktop website. And while online shopping was the poster child of convenience last year, it’s predicted that 73% of total eCommerce sales will happen on mobile in 2021.

Buyers want personalization - again, this is not a new concept, but what is new is how personalization is being executed.

4 TIPS FOR MEETING CONSUMER EXPECTATIONS THIS HOLIDAY SEASON

Managing consumer expectations may seem daunting, but there’s nothing out of the ordinary going on here:

  1. Design your strategy around privacy

Oftentimes when we hear ‘privacy’ we immediately feel restricted. However, implementing value exchange along with centring your strategy around privacy from the start can not only help you drive stronger personalisation but also help with identification.

  1. Implement value exchange for personalization and recognition

If you’re unfamiliar with value exchange, it is exactly what it sounds like; you offer something of value to your customers (i.e. discounts, free shipping, a better experience, etc.) and they give you a crucial piece of information for identification such as an email address or phone number.

  1. Make sure your tech is all on the same page

All of your tech platforms should be working together so none of the insights you need get left behind.

  1. Have a backup plan already in place!

With the number of traffic retailers will receive this holiday season, inevitably, some experiences won’t make the nice list. Instead of ignoring those negative experiences, be proactive and think through contingencies ahead of time. 


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