The preparation of an e-commerce calendar can give you an important advantage over your competition. These are some of the main events of eCommerce that you should prepare for in advance.
Sports Events: Guaranteed Success
In 2014, the Winter Olympic Games and the FIFA World Cup reached 2,100 million and 3,200 million in audience reach, respectively.
Sports events generate peaks of specialized consumer traffic in various sectors of eCommerce.
For example, the growth in electronic sales (especially televisions) and sports retailing take off before and after these major world events. Fashion (team colors), sports teams, cosmetics (with the brand of athletes), drinks, food distribution, and many others can be especially important in this sector.
While many electronic stores prepare special and complex campaigns and promotions for these sporting events, market activities work best if they provide a complete and omnichannel experience with consumers.
Retargeting campaigns can match a user’s preferences and behavior profile, offering a high degree of customization in addition to special campaigns.
For example, Winter JJOO promotions can employ specially prepared retargeting creatives, using event visuals, but products and recommendations that are displayed by the user.
Mail communication and social recommendations can match these campaigns, which guarantees a highly visible, cohesive, and efficient campaign.
The e-commerce market increases before the holidays. In the US, for example, the most popular e-commerce parties are Christmas, when e-commerce sales are at their peak, Thanksgiving, Independence Day, or Halloween.
Before the most important holidays, customers often browse many stores in search of gifts. Their purchase profile is especially different from normal purchases, mainly because they are (a) seeking opinions (b) they are not buying for themselves and (c) visiting stores they have never visited before.
During this period, stores want to reach as many new potential customers as possible, turning new visitors into recurring buyers.
With a retargeting engine, marketing specialists can plan extraordinary campaigns dedicated to this group of users. For example, the specific objectives of the campaign and the ROI can be applied to different user segments, increasing efficiency, and optimizing audience reach.
Special events contribute to a large part of the value of e-commerce sales. Be it birthdays, anniversaries, or shorter vacations, the act of receiving gifts for loved ones will always be an opportunity for brands.
Consumers around the world tend to spend a lot of money on gifts for Valentine’s Day (February 14), Women’s Day (March 8), Father’s Day (March 19), Mother’s Day Mother (May 6) and Children’s Day (May 13).
For example, since 2010 there has been an exponential increase in total spending on Mother’s Day. Last year, we witnessed record growth this day, suggesting that 2018 will not be different and that budgets will be even higher for each client.
As we strive to find special gifts with a personal touch for our friends and family, we tend to feel more predisposed to unique and personalized ads.
For this reason, to maximize the result of retargeting, marketing professionals use advanced user segmentation based on users’ purchase intentions.
Retargeting allows you to segment customers into many groups based on their searches (for example, browsing for electric shavers before Father’s Daythe we can assume that it is a search for a gift).
A solid campaign would show personalized messages with the product category that interests you. At the same time, the banners will be online with the activities and leisure plans dedicated to Father’s Day.
A campaign designed for each user is more effective, which allows marketers to achieve better results with the same budget.
Special shopping events and seasonal events are also very important factors to boost the value of sales during the year.
Days like Black Friday (November 23) and Cyber Monday (November 26) are spreading worldwide. For electronic commerce, there is also a special day: Free shipping day.
This type of seasonal and special e-commerce events mark the opportunity to reconnect with old customers who visited your store a long time ago. With special occasions and promotions, it is possible to commit again to them and convince them to make a purchase.
Marketing professionals should remember that users who shop during seasonal sales or free shipping days are not only interested in new offers.
They often visit a website before and return only when they see promotions. That’s why advertisers should remind them about the products they were previously interested in.
By using retargeting, marketing specialists can also increase campaign efficiency after events like Black Friday. Reincorporation to customers after making a purchase during a particular event can be achieved with creatives that have complementary products. In the long term, these messages can be displayed later, and in this way, the contact with the client is maintained for a longer time.