The Customer Journey with Sinterklass & Christmas

The customer journey with Sinterklaas & Christmas

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This period of the year is very crucial for people and companies.

This represents the moment that queries are rising in almost vertical (retail, telco, business gifts, etc).

Follow the customer journey

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So get ready for every phase !

Follow the customer journey

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Follow the customer journey

Preparation stage

Final sprint

Post Christmas

High season

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Get (store) brand on top of mind during full Christmas season

Promote unique selling points (e.g service, price and assortment

Increase & stay in touch with active client base

Get on top of mind and catch the early birds shoppers

Preparation stage – Objectives :

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Preparation stage – Checklist :

Get on top of mind and catch the early birds shoppers

Have complete assortment online so that shoppers can find your products.

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Reach gift giver on every touchpoint, especially on :

Mobile/Tablet : Optimise the experience (search & landingspage)

Video : active brand channel

Social : Christmas gift wish-listing by social media

Get on top of mind and catch the early birds shoppers

Preparation stage – Checklist :

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Register new customers, build remarketing lists

Activate loyal clients by remarketing

Get on top of mind and catch the early birds shoppers

Preparation stage – Checklist :

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Maximize traffic of Christmas shoppers to in-and offline stores

Maximize sales volume, margin and basket value

Stock management

Maximize sales revenue

High Season – Objectives :

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Maximize Traffic :

Influence brand perception with a Christmas Contextual Display campaign

Complement TV with online video advertising to profit from synergies

Use promoted video for product reviews and product information

Use Video & Display remarketing to re-engage with existing client base

Maximize sales revenue

High Season – Solutions :

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Conversion focused with all marketing campaigns :

Activate all search campaign (incl.merchant center & dynamic ads)

Use insights for search to real-time stock management adjustment

Maximize sales revenue

High Season – Solutions :

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Catch the last minute shopper

Capture peak in product demand : all products available

Finish stock with high margins

Catch last minute shop

Final Sprint

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Catch last minute shop

Final Sprint – Solutions :

Make sure the customer finds you in the last moment :

Search : Capture the uplift in brand and generic queries by raising bids & budgets

Local : Use local extensions to drive traffic to physical store

Use Display remarketing to up-and across-sell

Guarantee on-time delivery

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Clear stock

Post Christmas

Post-Christmas sales : empty your stock

Manage returns

Upsell to returners

Change of focus : Gift seekers become shoppers

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Clear stock

Post Christmas

Create new remarketing list for new customers

Adjust your banners to sales promotion message

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1. Be present – make sure your keywords reflect you offer.

2. Take advantage of the increased traffic to your website! Make Remarketing lists to cover specific Christmas and Sinterklaas / Saint-Nicolas interested public. Increase budget for the existing remarketing campaigns.

3. Benefit from Mobile Boom : Make separate mobile campaigns to appear in the top positions and take advantage of the increase mobile traffic.

4. Prepare for the final Sprint : Adjust your budget and CPCs for the spike in Christmas and Christmas Sales. Make sure you are shown in the top positions.

Xmas-6-Point Checklist

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5. Think about your Offline channel : use Location Extensions to send last minute shoppers to your stores. Use Mobile campaigns to send price sensitive shoppers to your webshop.

6. There are Sales after Christmas : Take advantage of the buying interest and stay in the race with higher CPC’s and Budgets. Use Remarketing lists to address the non-buyers with special Remarketing campaigns.

Xmas-6-Point Checklist

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Search Volumes for Sinterklaas

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Search Volumes for Christmas

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Search on Sundays, Shopping on Mondays

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People are connected all the time wich provides numerous opportunities to reach them

Consumers keep changes

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The mobile retail spike is increasing

Retail & Shopping queries are rising

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Be mobile ready – Various solutions

Text ads on Mobile Search

Display ads on Mobile Web

Display ads on Mobile Apps

Display ads on Mobile YouTube

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Use online video to highly engage with users

Remarket users who have been to you website with video on YouTube

Use sequential targeting to engage with users in the up run to Christmas

Make use of external annotations to link directly to your products

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Use the right solution at the right moment

PREPARATION STAGE

(Get on top of mind)

HIGH SEASON(Maximize sales

revenue)

POST CHRISTMAS(Clear stock)

FINAL SPRINT(Catch last

minute shopper)

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Thank you for your attention

Enjoy Shopping !

Happy Sinterklass

& Merry Christmas