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How to get your webshop ready for the holidays
04-12-2023
The holidays are around the corner, a time when not only the consumer market but also the B2B sector experiences a significant peak in activity. For organizations operating in the B2B market, this represents a unique opportunity to boost sales, strengthen customer relationships, and enhance your brand. Is your organization ready for this? In this blog, we will delve into the importance of a well-functioning online store and the differences in buying behavior during the holidays. We will also provide tips on preparing your webshop for this hectic period.
In the B2B sector, different factors come into play during the holidays compared to consumer webshops. The buying behavior of consumers is indeed different from that of businesses. A consumer tends to make quicker decisions and is more driven by emotion. They are therefore more responsive to discounts and promotions.
Companies generally make decisions in a different manner. Long-term considerations, strategic interests, and preparations for the new year come into play. Despite the differences, there are, of course, similarities: both have a significant appreciation for personal relationships, such as personalized communication. Therefore, the tips in this blog are useful for businesses that directly serve consumers as well as for B2B webshops.
Last year, we discussed how to optimally prepare your webshop for Black Friday and Cyber Monday. Below, we recap our advice for you:
To optimally prepare your webshop, these tips remain highly relevant this year as well. In this blog, we provide you with even more advice to boost your sales during the holidays and enhance your relationships with customers.
During the holidays, the demand for products significantly increases. Therefore, it is wise to identify which products sell the most, both throughout the year and in previous holiday seasons. Utilize historical sales data to optimize inventory levels, ensuring you don't disappoint your customers with products that are no longer available.
During the busy holiday season, reliable and fast delivery is crucial. Deloitte's data indicates that 85% of online shoppers prefer free shipping over expedited shipping. With this in mind, it's essential to plan ahead. How will your webshop address this? Our advice: collaborate with trustworthy carriers, clearly communicate what customers can expect, and ensure your inventory is well-managed. Invest in flexible delivery options where possible and communicate this effectively; your customers won't have to wait long.
The increased demand for products also comes with challenges. There is a higher likelihood of issues with orders, and customers may have questions. Address this by preparing for extra demand and scaling up your customer service. A helpful response to a question or prompt resolution of a complaint ensures that customers come back—not just during the holidays but also afterward.
In our earlier blog, we discussed the power of social media in deepening customer relationships. However, also initiate effective email marketing in a timely manner: ensure that (potential) customers and contacts are aware of what you can offer them during the holidays. In the lead-up to Christmas, 68% of consumers pay closer attention to emails from businesses. This is the opportune moment to leverage effective email marketing. If your webshop caters directly to customers, discounts or personalized product bundles can work well. If your business targets the B2B market, temporary discounts or special product bundles may be effective, but consider offering a training session or webinar as well. This demonstrates your expertise and can strengthen a long-term relationship with a customer.
Even though businesses often make decisions based on rational grounds more than consumers do, a festive theme truly adds that final touch to your webshop. With a festive theme, you enhance the user experience and encourage visitors to make purchases. Consider elements such as festive banners and images, additional vibrant colors, customized icons, and eye-catching call-to-action buttons.
The holidays offer a golden opportunity for B2B eCommerce to boost sales. By strategically preparing your webshop with a focus on user experience, marketing, inventory management, and customer service, you maximize the potential of this period. Remember that success during the holidays is not only measured in sales figures but also in customer satisfaction and loyalty. With the right preparations, your webshop will shine during the festive season.
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