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BizReport : Ecommerce archives : October 16, 2007


Ten tips to highlight holiday gifting features and services

A timely and informative report by the e-tailing group gathers together advice and case studies to help e-tailers boost sales in an environment of slowing growth for holiday retail.

by Helen Leggatt

marketlive%20logo.gifOne particular area highlighted in Lauren Freedman and Lynn Pregont’s report for the e-tailing group and MarketLive, was that of increasing the visibility of gifting. In other words, festooning websites for the holiday season and drawing attention to services such as seasonal delivery offers and gift certificates.

The report, "Ten Tactics, for 10% in Ten Weeks: The E-Holiday Countdown Calendar", contains a list of 10 ways to highlight gifting features and services, as follows:

1. Dress up navigation buttons for the festive season.

2. Emphasize customer service countdown and free shipping on homepage.

3. Include gifting on every search landing page.

4. Include gift services on category pages.

5. Feature shipping information on product pages.

6. Use the shopping cart to up- and cross-sell.

7. Promote gift certificates at every opportunity.

8. Reinforce details on seasonal sales in confirmation emails.

9. Collate gifting and merchandising services, such as “buy two get one free”, on one easy-to-find webpage.

10. Include gift-related messaging in all email communications throughout the holiday season.

Several example websites are provided, and are worth perusing, including ShopNBC.com and Zappos.com.






Tags: e-tailing group, gifting, holiday season, website design








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