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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