The holiday season is right around the corner and it's time to prepare my bank account. So, I asked the wife about her plans for online shopping this year and here's what she had to tell me.

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Hi, honey.  Thanks for knowing that I'll be starting my holiday shopping soon.  It's good to know that you're not going to freak out when you see our checking account steadily draining over the next few months.  'Tis the season, eh?

You asked me the other day if I plan to shop online much this season, and I think that I probably will, for a variety of reasons. 

1) Sometimes online marketplaces can offer products that I can't find elsewhere.

My first choice for online marketplaces, especially during the gift giving season, would have to be Etsy.  It's like an online arts and crafts fair, and the level of creativity that can be found there is just amazing.  While it might not suit everyone, Etsy is right up my alley, and every transaction I've ever made (with a variety of different vendors) has been a breeze. They make it a piece of cake to search for things, and I'm telling you, they've got tons of unique things.  From vintage to handmade, jewelry to linens, it would be tough to walk away from a site like that without being able to cross someone's name off your gift list. (Ahem.  Hint, hint.)



I will also be shopping on sites that:

1. have a popular item in stock, 
2. give me a few price comparisons, and
3. show me some reviews of the product I'm interested in.

2) Sometimes I can find a better deal online.

I'm nothing if not a bargain shopper, and I'm always willing to look for an online deal before making an in-store purchase.  And if I can find a better deal online AND get *free shipping*, well then they've pretty much sealed the deal for me.  Why wouldn't you avoid the hassle if it can be delivered to your door free of charge? Man, that *free shipping* (plus a good deal) makes a big difference for me.  It's a powerful thing to this shopper.  (If I underline and BOLD *free shipping* every time I type it, will it tell marketers what I want from them for Christmas?)

3) Sometimes I can't shop with two eight-year-olds in tow.

Some days I have the patience, and some days I don't.  Need I say more?

4) Sometimes I need to be a little sneaky.

A long time ago I could sneak something into the cart while the boys were with me shopping at Target. Strategically place a jacket on top of the future Christmas present, whisper a word of warning to the nice cashier, and out I'd walk with two boys and said Christmas presents all in one armload.  Those were the days. Now, I can't be nearly as sneaky with them around as I used to be.  They notice everything.   And since they are still "believers," which I love, I don't want to get caught buying any Santa presents right under their noses.   It's a little easier to get a plain old box in the mail (please don't let it say Lego all over the sides!!) and just dismiss it as something for mom or dad. 

By the way, I've always had trouble sneaking things past the "big kid" in the family.  **WANTED:  Retailer who can help me purchase items without them showing up on bank statement that husband looks at inquisitively during holiday season.**

5) Sometimes it's nice to have the shipping done for you.


The lines at the post office are insane by mid-December, which unfortunately is the time I usually have things ready to go. During this time of year, it's definitely easier to have the retailer package and ship my purchases directly to the recipient. (Preferably with free gift wrap!  That personal touch goes a long way with me.)



Okay, babe.  That's all the good reasons I can think of right now. But, really, who needs a good reason to shop online?  Or to shop at all for that matter?  It's good that you love me for who I am - flaws, clearance aisles, and all. 
xoxo - wife

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As I was talking to my wife when I asked her this question, a few thoughts popped into my head that marketers need to consider when prepping emails for the holiday push

1. Short and straight to the point in your email.
2. No need for LARGE email print that's pages of deals
3. Offer something different and special like free shipping, free gift wrapping, and no hassle returns.
4. Use social media to create buzz. My wife who does *watch* Twitter a bit missed out on a huge going out of business sell (80% off) which I'm sure she would have gladly participated in. Give short lived deals in social media avenue's, but ensure you give good discounts to those who follow. i.e. http://www.woot.com
5. Buyers are VERY weary this season with the economy. If possible, give them confidence in their purchases by handling negative issues QUICKLY and also linking to customer reviews about products your selling. Even post a good review in the email for a specific product your pushing.
6. Give price comparisons in email or note discounts with final prices. Not the click here to see our prices on the website.
7. Possibly offer another way to notify the buyer of the purchase in case the email address is shared with the person they bought the gift for? Secondary email address for receipt perhaps?
8. Send relevant and targeted email perhaps on last year's purchases or of purchased throughout the year from your site.
9. Perform some AB Testing prior to your holiday push. Know what is going to work for you before you deploy live
10. Don't go outside your comfort box when it comes to frequency. Again, I know the economy has hit us all, but this doesn't give you a free for all to *BATCH AND BLAST* your customers during the holiday.

-Dennis
Eloqua

Don't Just Send, Deliver!

Comments

Dennis, another great article in your series...please keep 'em coming. I think the points were dead on. My wife WILL run down the road and spend a bit more on the actual cost of a product if the shipping fees charged online put the cost over what she would have spent anyways. But as soon as she sees Free Shipping, it's all over....wallet beware.

Now more importantly, in this economy we've decided to scale back our holiday shopping just a bit in the Smith household, so my question is; how do I get on your wife's Christmas list??

An email marketing campaign is the best way to start off your Christmas holiday advertising. Put together a nice brochure that highlights the various specials you have one offer. You can also make use of e-vouchers to reward customers that engage with the email.