[Retailers] How to prepare for the end-of-year holidays?

The end of the year is often one of the best periods for many retail sectors. With Covid, one might think that the foot traffic in physical stores has plummeted, but according to a Google mobility study, foot traffic in many countries is equivalent to that recorded before the pandemic.

However, it's not the same as before: consumer habits have evolved, and more and more people are starting their purchasing process with an online search. 84% of consumers use Google searches to find information about nearby businesses. Among them, 90% make a purchase within a week.

At this time of year, consumers are particularly looking for gift ideas or specific products, so it's essential to stand out from the competition by offering the best possible online experience to customers, to bring them to make their purchases in your establishments.

In this article, discover the 5 essential best practices for bringing more customers to your establishments, through good visibility and effective online communication!

1. Update your store information on the largest media
2. Communicate your actions, promotions and in-store events
3. Highlight your seasonal flagship products
4. Facilitate the customer experience, provide your withdrawal options
5. Give your actions a boost, use local advertising campaigns

1. Update your store information on the largest media

Avant toute chose, assurez-vous que l’ensemble de vos informations soit bien correcte et à jour sur les différents médias sociaux où vous avez une fiche d’établissement. Ceci reprend Facebook, Google fiche d’établissement (anciennement Google Business Profile), votre page sur le site de votre enseigne (store locator) ainsi que les applis GPS comme Apple Plan, Waze ou TomTom.

These cards include the basic information of the establishment:

• The name
• The address
• The phone number
• The website
• The hours
  

As well as the information that will allow you to differentiate yourself from the competition:

• Photos that highlight your establishment
• The services offered (payment methods, accessibility,...)
• The flagship products
• ... and others, depending on the media

During this holiday season, pay particular attention to your hours, and above all your special hours. Indeed, what's worse than finding yourself in front of a closed store when you want to shop there!
Make sure to properly inform your special opening hours, whether you're open later, closing earlier, or open on a public holiday.

In 2021, consumers mostly research online before making a purchase.

Searches for "available nearby" increased by 100% in 2021, searches for "nearby" increased by 200%, and searches for "on the go" increased by 1000% in 2020!

Search Engine Journal, November 2021

2. Communicate your actions, promotions and in-store events

Every year, you organize in-store events for the holidays, but are your (prospective) customers aware of them? Multiply the number of people reached by your actions and events by communicating them on your local Facebook and Google pages!

You can do this for free with posts. On Google, you can even choose the type of post you want. You have the option to choose between "Offer" , "New" and "Events". These posts will be displayed on your listing for 1 week.

The little extra of Google posts?

Since 2020 Google has put in place Covid-19 posts. This allows you to pin information on your listing related to your opening hours, health measures in place, withdrawal options, or any other information that can reassure the customer, and encourage them to make purchases with you. Don't hesitate to use them, they remain displayed for 2 weeks!

3. Highlight your seasonal flagship products

What are your flagship products this season? What are consumers looking for when they come to you?

Highlight these on your Facebook and Google pages, making sure to mention the name, description, price, and availability of these items. This will allow you to showcase them on your page as well as during searches related to these products.

To learn more about the topic, check out our article Retail: Increase the visibility of your available products and services.

4. Facilitate the customer experience, provide your withdrawal options

Between Covid and holiday shopping, more and more people are turning to online research. E-commerce options have exploded over the past 18 months. E-commerce is shopping on online platforms, but not just that! It also includes the different options that physical stores offer to order online and deliver to your doorstep, pick up in-store, whether it's at the front desk or via a drive-thru.

“Retailers that offer drive or other pickup options have seen a nearly two-fold increase compared to others.”

Salesforce, Press Release, January 12, 2021

During this period, being sure that the product is available and being able to have it within a few hours is a competitive advantage compared to the usual delivery times associated with classic e-commerce platforms.

5. Give your actions a boost, use local advertising campaigns

Stand out from your competitors with local advertising campaigns

These allow you to target people in a geographic area close to your establishment, and will particularly show your ads to people who have affinities with your products or are searching for keywords you've used in your ads.

To simplify, this shows your ads to people who are searching for a product you offer, and whose purchase intent is high.

72% of consumers who have done a local search have visited a store within a 5-mile radius.

HubSpot Marketing Statistics 2021

To learn more about local searches, check out our article and video: What is the impact of local searches?

In summary

In 2021, the buying journey starts with a Google search for more than 84% of consumers surveyed. Make the most of the digital showcase that Google, Facebook and other media offer you, to promote your actions, promotions, products and services offered.

Once convinced, it's easy for them to click on the route button and come to your store to make their purchases!

If you want to know more about how to drive more traffic to your locations through digital marketing, feel free to subscribe to our newsletter or check out our other articles on the subject! ⬇️