Christmas-related queries on Google by Australians are up 35 percent from this time last year, with the biggest spikes in popular gift categories including toys, games and apparel including shoes, dresses and watches.
And with the countdown to Christmas now on, it’s not too late for small and medium-sized business owners to focus on the home stretch and engage consumers online – well after the opening hours of major stores. Here are some tips from Ross McDonald, Google’s retail head of marketing, to prepare for the flurry of last-minute Christmas shoppers!
1. Take advantage of this year’s trends.
Use Google Insights for Search or Keyword tools to identify “hot” products being searched for right now.
2. Engage loyal consumers.
Identify top searches to drive loyalty programs online. Create a sense of exclusivity and urgency by offering ‘limited release’ on top searches products or ‘first-look’ offers.
3. Stay searchable after store doors close.
Having your best services and products online means that you can still attract shoppers’ attention well after store doors close. According to Google’s retail head of marketing, Ross McDonald, up to 30% of retail searches occur outside extended trading hours, and 50% outside standard trading hours.
4. Be everywhere.
Have your Christmas specials present both online AND offline. Make sure your website is on direct flyers and posters. Entice visitors to visit the website by offering online vouchers.
5. Keep an eye on the clock.
Remind customers of your opening hours and share up-to-date last-possible delivery dates. Now take a deep breath and get ready for the next round, with Boxing Day sales.
