It would be great if your foolproof holiday promotion and merchandising plans were actually, well, foolproof. Think of how joyful the season would be as your well–researched ideas blossomed into record growth.
But realistically, you are far more likely to win by hedging your bet than shooting the moon. Customer behavior before the holidays doesn’t predict holiday buying behavior. The promo and merchandising strategies of your competitors can alter your customers’ expectations in significant ways. You must be able to adapt.
Prepare for the holiday with three simple tactics:
1. Make certain you have “backup bets” – Do you imagine that the new Polar Express train will be the hottest gift item again this year? Why not prepare the artwork for the newest Thomas sets, as well, as a backup.
2. Make certain you can make the swap – Set up content slots that allow you to make changes when the data says the Polar Express isn’t getting the response.
3. Make certain you know when to swap – Route 90% of traffic to the Polar Express, but reserve 10% at the same time for Thomas as a “control” to monitor in real time how effective your key tactics are.
All great marketing comes from great marketers, but savvy marketers know to keep “backup” great ideas to make the holiday season run more smoothly –– for both you and your customers. And, it’s a way to increase both conversions and average order value at a time when traffic is guaranteed to be at its peak.