Brian Wattier from AVB Marketing and Kristen Fox from Google suggest that retailers prepare for a longer holiday shopping season since Google’s official tagline for holiday 2020 is “Uncertain times with certain solutions”.
SACRAMENTO, Calif. – There are four actions that retailers should take in order to be successful for Q4 and the upcoming 2020 holiday season according to the final part of this week’s webinar series presented by Google and AVB Marketing.
- Going digital first by accelerating all e-commerce offerings.
- Following demand and investing widely across the entire holiday season.
- Driving for those repeat customers.
- Re-thinking reach by creating a variety of ads that ring true to your brand and products.
The 2020 Fall Home Furnishings Insights series shared understandings about furniture shopping in three webinars co-hosted by Kristen Fox, Google Customer Solutions, strategic partner manager, and Brian Wattier, vice president of AVB Marketing.
“Statistics show that e-commerce has seen more growth in two months than in the past 10 years,” Fox said. “Online shopping is up 188% since the start of the pandemic.”
AVB Marketing has also seen a huge impact from the pandemic when it comes to conversion rates. “Our customers had 97% more conversions over this year’s Memorial Day weekend than compared with all of the 2019 holiday season, which is a 47% increase,” Wattier said.
According to FOX, the tagline for holiday 2020 is “Uncertain times with certain solutions.” She suggested retailers find ways to be nimble and remain relevant during the holiday season, adding that 75% of consumers are planning to shop online this year.
Fox and Wattier both agreed that the holiday season won’t be limited to Black Friday or Cyber Monday but is likely to be a constant push throughout a longer period. “We’re calling it Black November, which is really good for everyone,” Fox said. “We suggest retailers launch digital and lean into their promotions through shopping and search ads as well as dedicated video content.”
One of the additional suggestions for success, according to Fox, includes reaching out to repeat customers since many retailers have first-party and customer information that’s stored in a variety of places. Fox said those lists can be uploaded to Google in a spreadsheet format and can be used to actively go after previous customers or to target an audience of new customers who have similar features.
Another area of low hanging fruit for retailers is to be sure an use the free Google My Business service to its full extent by making sure it is complete, accurate, relevant and up-to-date.
“When it comes to comparing a half-empty to a full listing, a complete listing is three times more likely to be considered reputable,” Fox added. “It’s also 70% more likely to attract local visitors and 50% more likely to lead to a purchase.”
Wattier suggests retailers download the Google My Business app, which enables them to text message interested customers. He also suggested retailers sign up for all nine relevant categories, which includes adding multiple key words such as dining room furniture, living room furniture and mattress store.
For those who weren’t able to attend the webinar series, recordings of all three sessions are now available here.