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

The end d’année is often one of the best périodes for many retail sectors. With Covid one might think that the foot traffic rate of physical stores has dropped, but according to a Google mobility study, the foot traffic would be in many countries equivalent to that recorded before the pandemic.

However, it is no longer the same as before: consumption habits have evolved and more and more people start their purchase process with an online search. 84% of consumers use Google searches to find information about nearby businesses. Among them, 90% make a purchase within the week.

In this year‑end period, consumers are specifically looking for gift ideas or specific products, so it is important to stand out from the competition by offering the best possible online experience to customers, to lead 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

First of all, make sure all your information is correct and up-to-date on the various social media where you have a business listing. This includes Facebook, Google My Business (formerly Google Business Profile), your page on your brand's website (store locator) as well as GPS apps like Apple Plans, Waze or 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 période of fêtes, pay special attention to your hours, and above all your exceptional hours. Indeed, what could be worse than ending up in front of a closed fermé store when l’on wants to shop there!
Make sure à properly update your exceptional d’ouverture hours, whether you stay open later, close more tôt or êtes open on a holiday férié.

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

Each year, you organize in‑store actions for the holidays, but are your (future) customers aware? 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”, “News” and “Events”. These posts will be displayed on your listing for 1 week.

The little extra of Google posts?

Since 2020 Google has implemented Covid-19 posts. These allow you to pin on your listing the information related to your opening hours, to the health measures in place, to the pickup options, or any other information that can reassure the client and lead them to shop 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, and be sure to mention the name, the description, the price and possibly the availability of these items. This will allow you to showcase them on your own page as well as during searches related to these products.

To learn more about the topic, see our article Retail: Increase the visibility of your products and available 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 services or other pickup options have recorded an increase almost twice as high as 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 (or Local Ads Campaigns) on Google.

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 what local searches are, consult our article and the video: What is the ’impact of local searches ?

In summary

In 2021, the journey d’purchase starts with a Google search for over 84% of consumers interrogés. Make the most of the digital showcase that Google, Facebook and other média offer you, to promote your actions, promotions, products and services proposés.

Once convinced, nothing could be simpler for them to click the directions button and go to your store to shop!

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! ⬇️