Janina Abou Al Ward
Product Marketing Manager, Retresco
Seasonal shopping events are crucial sales anchors for digital eCommerce companies. Across various segments, the drum is beaten for shopping events such as Valentine's Day or Black Friday. The goal is to build visibility with customers before and during such seasonal events and to promote sales with every customer interaction.
Intense competition in eCommerce results in a general competition for attention for a successful seasonal eCommerce. To take advantage of marketing opportunities for relevant shopping events, automated content creation for various search terms, combined with the strategic updating of product descriptions, can make the difference. The following five tips show how to build visibility during high-traffic shopping events and boost seasonal eCommerce through automatically generated content.
Around seasonal highlights and relevant holidays, the search volume for specific products, discounts, and the need for further information to make a purchasing decision increase significantly. For example, high-priced tech gadgets are often purchased on Black Friday and require a longer information-gathering process before purchase. Therefore, it's important to identify all relevant information required for a purchasing decision at these times and add them to appealing and detailed product descriptions. This not only helps companies increase their visibility in search engines but also builds trust with potential customers and raises the chances of making a sale.
In eCommerce, convincing customer experiences before and during seasonal sales are important. To handle the high volume of customer inquiries on important sales events, AI-driven solutions can help by automating responses to standard questions through chatbots or personalised searches. Data points collected on frequently asked questions are automatically captured, turned into responses, and returned to the customers in dialogue format without any delay. This relieves customer support, improves user experience, and significantly increases the chances of conversion. As a bonus, satisfied customers are also much more likely to give positive reviews of a product or eCommerce company.
Because of their CRM systems, eCommerce companies have solid data insights into the purchasing history and preferences of their customers, making seasonal sales events excellent opportunities for personalised promotions. With historic sales data and known customer behaviour, shopping experiences in the online shop can be tailored to the visitor using AI, as can the advertising experience across various media and channels. Even without the use of third-party applications and cookies, data protection-compliant actions and recommendations AI uses company-owned first-party data to tailor content to a visitor. This easily and effectively generates interest in purchases and promotes targeted sales for seasonal eCommerce.
During high interest and purchasing periods such as Valentine's Day or Black Friday, even small hurdles can often lead to a drop in purchases. For example, in online shopping, when many items are placed in the cart and it only becomes clear at the checkout that some items are out of stock, the frustration for customers is often great enough to result in complete shopping cart abandonment. Therefore, the ideal user experience also includes adjusting stocks and availability notifications for the most popular products in real-time and offering alternatives to ensure that customers can easily find and purchase the items they are interested in.
Our tips represent the best-case scenario for eCommerce companies. However, in practice, there is often a lack of resources, time, or budget to prepare campaigns, update product descriptions, and ramp up support on time for the high-traffic seasonal eCommerce. To still be able to react quickly to changing trends and seasonal peculiarities, a content automation solution like our textengine.io can help. This tool allows eCommerce companies to set up corresponding text templates once with minimal effort and automatically generate unique and versatile texts based on company data in a brand-safe way. This competitive advantage enables eCommerce companies to react quickly and flexibly to dynamic market requirements and ensure the best user experience during high-traffic shopping events - thereby securing the best chances of conversions.
Successful companies approach seasonal business in eCommerce strategically. The revenue potentials for these shopping events are enormous and should be utilised. Therefore, early preparation and easily scalable implementation of targeted measures are essential.
Our five tips show that a successful seasonal eCommerce is made possible with minimal effort. These recommendations significantly improve the user experience, leading to increased customer satisfaction and conversions. Are you curious about AI solutions and content automation? Get in touch with us - we'd love to hear from you!