| "Black Friday" has just passed, marking the | | | | |
| traditional start of the holiday shopping | | | | Offer gift certificates for the shopper that |
| season. Web sales are already at a record | | | | isn't sure what to buy, or who needs a |
| high this year and the fourth quarter of 2004 | | | | last-minute gift. TIP: Make sure your |
| is projected to bring in $22 billion in | | | | shopping cart ships gift certificates free.5. |
| online sales alone - a whole third of the | | | | Wrap it up. |
| sales for the entire year. (Source: | | | | |
| eMarketer.com)And since Friday, your in-box | | | | Offer to wrap and ship a gift directly to |
| has been overflowing with all those new | | | | the recipient for a small |
| orders... right?Or maybe not.If you're like | | | | |
| many small retailers, you've waited until the | | | | fee. You'll earn loyalty from your customers |
| last | | | | if you can help them out during a busy, |
| | | | stressful time.6. "Will it get there on |
| minute to start thinking about your online | | | | time?" |
| holiday sales. You've been too busy, too | | | | |
| short-staffed, too distracted, or perhaps | | | | Concerns about delivery are at the top of |
| even too confused to take the necessary steps | | | | Web shoppers' lists. |
| to get your Web site ship-shape for the | | | | |
| holidays.Don't despair! you can still take | | | | Overcome their uncertainty by posting |
| advantage of the holiday sales season ifyou | | | | information about shipping times, order |
| take immediate action.Here are seven things | | | | cut-off dates for holiday delivery, and |
| you can do RIGHT NOW to boost your online | | | | express delivery options in a conspicuous |
| holiday sales this year.1. "Hello, is anybody | | | | place.7. SHOUT! |
| home?" | | | | |
| | | | NOW is the time to toot your own horn and |
| Update your Web site. If your home page | | | | help people remember that |
| still boasts "Summer | | | | |
| | | | your products and services make great gifts. |
| Specials," this means you! Put photos of | | | | Email the folks on your mailing list at least |
| your best sellers out front, and highlight | | | | once a week until the end of the holiday |
| any holiday specials.2. Use the power of | | | | season. Pick a different gift product to |
| suggestion. | | | | feature with each email, and be sure to |
| | | | include a direct link to the product page. |
| Make it easy for shoppers to figure out what | | | | Also, work the phones. Don't be afraid to be |
| to buy. Try adding a | | | | low-tech! Pick up the phone and call your 10 |
| | | | best customers to let them know about your |
| "Great Gift Ideas" list on your home page | | | | great holiday deals.Although there are lots |
| with links to each product. Better yet, | | | | of things you can do to jumpstart your online |
| organize the list into categories: "Gifts | | | | holiday sales, there's one thing you |
| Under $20," "Stocking | | | | *shouldn't* do right now.DON'T try to give |
| | | | your web site or e-commerce system a major |
| Stuffers," "Gifts for Kids," "Gifts for Him | | | | overhaul during the peak season. The last |
| Her," etc.3. Bundle it. | | | | thing you and your customers need is to deal |
| | | | with echnical glitches or lost orders during |
| Combine popular items into a "gift set" that | | | | the holiday crunch. If you're panning a |
| shoppers can add to their carts with one | | | | major upgrade, wait until January when things |
| click. Package them together in an | | | | are a little slower and there will be minimal |
| attractive gift box or basket. Be sure to | | | | disruption to your customers.© Copyright |
| display a photo of the gift packaging.4. Sell | | | | 2004 Jamila White. All rights reserved. |
| the gift that always fits. | | | | |