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Be specific about the holiday season goals and define how to approach each holiday as a retailer based on your geographical location and target customer . Analyze historical data , sales performance and pitfalls then generate insights that will lead to increased sales conversions . will make your assets stand out from the clutter .
E-COMMERCE

Techniques To Boost Online Sales During The Holiday Season

By Martin Muli

The holiday season is here after three years of consumer distanceshopping patterns occasioned by the Covid-19 pandemic . Although the global market is experiencing high inflations and economic uncertainties , consumers are expected to take a break , go on holiday or shop for family-get-together celebrations . In fact , consumers started shopping as early as October in preparation for the holiday season .

E-retailers and travel organizations will take advantage of different big shopping dates during this holiday season including Black Friday held on 25th November , cyber Monday on 28th November , Giving Tuesday on 29th November , Jamhuri day on 12th December , Christmas on 25th December and New year on 1st January . These are major holidays celebrated globally and specifically in Kenya .
The Deloitte ’ s annual holiday retail forecast anticipates eCommerce sales growth of 12.8 % to 14.3 %, YOY , during the 2022- 23 holiday season . Retailers need to put together a progressive plan that will lead to higher conversion rate during the holiday season .
Create holiday Season goals
Be specific about the holiday season goals and define how to approach each holiday as a retailer based on your geographical location and target customer . Analyze historical data , sales performance and pitfalls then generate insights that will lead to increased sales conversions .
Create SMART goals specific to the holiday season . Eg increase gift basket sales by 15 % from last year in our Nairobi outlet in the next 1 month .
Prepare your online creative assets and Message
Develop a creative direction and messaging that will be used during the holiday season . Your creative assets should be slightly different to align with the excitement and holiday celebration . You can have holiday specific themes for the different celebrations .
Develop attention grabbing message that

Be specific about the holiday season goals and define how to approach each holiday as a retailer based on your geographical location and target customer . Analyze historical data , sales performance and pitfalls then generate insights that will lead to increased sales conversions . will make your assets stand out from the clutter .
Focus on dynamic creative optimization to develop contextually relevant assets for targeted audience based on location , browsing history and time . There are different creative units that resonate well with different platforms like single unit creatives , carousal or scroller units , etc . identify the right unit to use for your adverts .
Carryout AB testing on different assets for conversion rate optimization .
Online store optimization
Your online store look and feel should reflect the holiday season . Design a creative holiday theme for your landing pages , align your content , images and videos to the holiday season . You can have holiday focused category and product pages with optimized pop-ups and forms .
Consider holiday gift cards that can be personalized through customization . Create a sense of urgency and where necessary have a countdown to quicken decision making . Set up a seasonal shipping arrangement and a flexible return policy that may expire immediately after the holiday . Check on browser and cart abandonment rates and retarget through email or WhatsApp .
Study the holiday shopper cycle and patterns
While we might have a standard approach to holiday shopping , we have to study consumer shopping patterns . There are
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