E-commerce 2020: What web stores need to pay attention to in Xmas marketing

E-commerce is clearly one of the winners of the Corona pandemic: as a result of the Corona measures, many online retailers were already able to generate sales at Easter as they normally do in the pre-Christmas period, when sales are at their highest. In all probability, the trend towards online purchasing will reach a new high in the next few weeks and break all records. To make the most of the increase in traffic, certain points need to be taken into account in online marketing.

Marcel Fischer is Head of Marketing at the digital agency Dynamic Commerce. He knows what special challenges the run on gifts poses for online stores and how they can get the most out of this year.

Adjust budget planning to the increasing traffic: Web traffic has once again increased significantly as a result of the Covid 19 pandemic. It is already foreseeable that this boom will reach a new peak in the coming weeks and bring numerous visitors to online stores. This should be taken into account when placing ads and budgets should be increased overall. A regular, daily budget check is important in order to be able to make corrections at short notice, if necessary, and thus ensure that your own ad is played out permanently.

Mobile vs. desktop: In recent years, the trend has been away from the bulky desktop to shopping via cell phone and app. Nevertheless, the share of desktop users should not be underestimated, especially in times of spending restrictions. After all, people who stay at home can go on a shopping spree in the comfort of their laptop on the couch and don't necessarily have to pick up their cell phone. In times of pandemic, shoppers have once again taken a liking to shopping on their computers. For the distribution of advertising budgets, this means that desktop bids should not be left behind.

Get the most out of Christmas promotions: Changing promotions and campaigns can be used to encourage customers to visit the site regularly. An online advent calendar, for example, is not just a traditional Christmas countdown, but an ideal opportunity to lure users to the site again and again with discounts and coupons.

Small gifts as promotional tools: Small bonuses are successful incentives to encourage the customer to visit the store again. They signal a concession without diluting the price. The decisive factor is that the "teased" product is also available in the store. On the one hand, this has the advantage that the buyer directly experiences the value of the gift, and on the other hand, that he can order the item if he likes it. Especially in the food and cosmetics sector, product samples serve as additional advertising.

Making smart use of the side effect of the traffic boom: Now is the right time to promote your own newsletter and expand your database. In exchange for discounts, vouchers and free articles, there is a great willingness on the part of users to leave their e-mail address, especially in the run-up to Christmas. Newly acquired interested parties can then in turn be made aware of various promotions - such as the Advent calendar - directly by newsletter. This announces the opening of the "little doors", but also points out which promotion was missed the day before - who wants to miss out on a bargain?