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Preparing for the holiday season

Posted by Michael Bloch in ecommerce (Sunday September 30, 2007 )

I was in a major chain store yesterday and noticed trees and Xmas decorations were already up. Love it or hate it, the silly season is just around the corner and it’s time to start thinking about holiday marketing and associated efforts.

It’s been a tough year for folks in many ways – all sorts of problems and disasters occurring around the world. While the holiday season is meant to be the time of peace on earth and goodwill to men (and women I presume); it can tend to bring out the worst in people.

So, having an effective shopping cart ready to go and having planned out the promotional side of things; including email marketing tools, pay per click and banner campaigns – you should also give special consideration to the customer service aspect.

Will you have the staff; processes and technology in place to cater to demanding and frazzled consumers? For example, people are going to want quick responses, so having live chat implemented may be of benefit to prevent folks from scooting off to a competitor if the information they want isn’t in front of them.

If you have the staff, do they have the skills to deal with frustrated customers? If things go really pear shaped, what are your contingency plans? There’s all sorts of issues to consider, particularly if the sales from holiday shopping make up the bulk of your cream for the year and especially if this is your first holiday season in online business.

With consumers having been subjected to all sorts of scams and ripoffs over the last year, they’ll also need to feel more reassured than ever when visiting your site before they’ll whip out the plastic.

Past the marketing, there’s just so many things to contemplate in relation to ecommerce and back end processes. Driving people to your site is one challenge; getting them to buy, delivering the goods and keeping customers happy presents a slew of other challenges.

Here’s a few articles and posts on Taming the Beast containing relevant advice to help you get into your holiday shopping season preparation:

Reassuring your site visitors

The benefits of security seals and certificates

Dealing with customer complaints and the Streisand effect

Live chat software – overview and free trial

Live chat and IM etiquette

Email etiquette

Dealing with aggressive clients

Dealing with crisis in online business – from my ezine way back in 2003, but still relevant to today.

Xmas marketing – some points you may not have considered.

It’s time to start those holiday season engines again and may your ecommerce experience this year be a hitch-free and profitable one!


1 comment for Preparing for the holiday season
  1. […] Steps, and Best Practices to Improve Your E-Commerce Holiday Sales In September, Taming the Beast covered what it takes to have your customer service ready for the holiday […]

    Pingback by Holiday E-Commerce Marketing Roundup — November 16, 2007 @ 12:45 pm

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