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BizReport : Ecommerce archives : November 26, 2014

Top 6 tips to set retailers up for the 2014 holidays

The busy holiday season is upon us, but there is still time to tweak strategy to make the most of it. One expert offers his top 6 tips for retailers to create a solid strategy for the New Year.

by Kristina Knight

First, bridge the online/offline experience gap.

"Beyond online checkout, the ability to support different types of conversion paths, whether through phone calls with sales reps or via mobile payments, is the ultimate competitive differentiator. Leverage beacons to give users immediate access to more information about the products in front of them or use QR codes to expedite manual processes," said Ryan Donovan, Vice President of Commerce, SiteCore.

Second, separate content from context. Develop content that can be reused across channels to save time and increase efficiency. This will also improve customer satisfaction by providing a consistent customer experience and by having the information the consumer is seeking readily available.

Third, deliver responsive mobile.

"A responsive mobile website or app is key to engaging customers across touchpoints, and should be a priority in today's mobile-first world. Make sure the online user path is meaningful and streamlined to avoid unnecessary clicks and complex forms, which decrease abandonment and improve the user experience," said Donovan.

Fourth, support mobile payment solutions. Apple Pay is new to the space, but is already warring with CurrentC; to thrive in 2015 Donovan suggests retailers offer multiple payment options so consumers have their choice.

Fifth, test your infrastructure.

"Don't be the retailer who loses customers due to poor site maintenance - or even worse the embarrassment and cost of a security breach. Stagger demand generation activities (e.g. sending promotional mails in multiple batches) to modulate traffic," said Donovan.

Finally, capitalize on discovery by implementing mobile search.

"A way to stand out from the crowd during Cyber Monday is by being discoverable through a solid SEO and search marketing strategy. Looking at which keywords drive conversions and optimize accordingly," said Donovan.

Image via Shutterstock

Tags: 2014 holiday shopping tips, ecommerce, retail trends, Sitecore

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