Christmas is a great time of year for retail sales. Shoppers flock online to get the best Christmas gift deals for loved ones. Fortunately, Christmas and Salesforce is the perfect combination for all retailers. Whether you’re already in full flow with your festive campaign or are in the planning stages, we’ve got the tips you need to please your customers this Christmas.
1. Use Customer Data
To market successfully at Christmas, you must know your customers. With your marketing, commerce and service records available in Salesforce, you can understand your customer’s preferences and predict what will appeal to them most. Dissect performance by channel, trending products and any recurring service-centre patterns. Was there a unique email campaign that drove more site visits?
Go back to campaigns throughout the year. Where did most shoppers engage with them? What time of day or night was popular?
Don’t forget to look at campaigns that failed. If one campaign didn’t resonate with a demographic on a particular channel, but soared on another, you can learn from these mistakes. It also doesn’t harm to look at what your competitors are doing for inspiration. Perhaps there’s something you can do better than them. Turn all your data into insight to examine what your customers are saying to you.
2. Create a Promotional Calendar
By collecting all the data and having come up with a selection of ideas from brainstorming, create a promotional calendar which can be shared internally. Put in place special promotions and group them by demographic, recipient or “stocking fillers”.
Ensure this calendar is shared across all teams – including marketing, merchandising and fulfilment – so everybody knows the Christmas strategy.
Talk to you inventory planning team to ensure all marketed products have good stock levels throughout the festive period. Contingency plans must be put in place in case sales of a product disappoint or unexpectedly skyrocket. Your supply chain must be able to ramp up or down in response to real-time changes, and contingency plan in case of any supply chain delays. Are there alternative products you could drive customers to? Do you have a waitlist/alert system in place? If not, do you think your customers will expect it?
Map out your critical goals and functions because your website will be very busy. Make sure you align KPIs for both in-store and online customer experience – something that you may need to test.
4. Personalised Marketing
When shoppers share their information with you, they’re putting a lot of trust in your ability to handle it. However, users are also expecting something back in return. What they hope for are good offers and messaging relevant to them.
By creating a personalised marketing campaign, you can meet customer expectations. Segment data based on demographic information, ad impressions and buying history before crafting a personal message for each group with the perfect gift ideas. Be dynamic in your approach by looking for overlapping customer touchpoints.
Remember also that users have a preference to which channel they want to be contacted on. 40% of shoppers won’t buy from a brand if they don’t use their preferred method of communication. You must gather as much feedback and data on their preference and avoid alienating your customer base.
5. Keep data organised and protected
Keeping your customer organised is vitally important. Make sure you teams are able to access and understand how to apply data within your Org. To make it simple, use rows to represent customer records. Companies must also be honest about how customer data is stored.
Every piece of information must be protected, not just names and email addresses. Anything used to identify users such as IP addresses on web server log files, must be looked after.
6. Test Your Messaging
Christmas is a yearly event, so you’ll be running these campaigns again in no time at all. Use the holiday season as a way to learn so you’re ready in the future. This should include A/B testing of offers, content and your marketing tactics – when, where, how you target consumers.
Such results can help you improve the effectiveness of your messaging so you can see what resonates most with your audience. This is where you can adjust messaging if required and apply learnings for future campaigns.
Salesforce has everything you need to have a successful Christmas this year and every year. Do you need support? With Salesforce Training and Support packages available from Purus, we’ll ensure your Org is ready for every season. Get in touch today!