Online retailers, fearing the Santa Claus may not make it through airport security lines this December, will be stepping up their holiday marketing.
They’ll focus on their most loyal customers, and with good reason: Half of all multichannel marketers expect higher sales from their top buyers, according to a WebTrends survey.
The chart illustrates some of the ways online marketers will entice their best customers. Only 12% indicated they wouldn’t make special offers.
Marketers also will highlight specific products on their Web sites. Nearly 60% indicated they would push suggested items, 55% said they’d host a gift-idea center and 54% plan a featured-item sales page. Other sales-spurring tactics include listing best-selling products, offering gift cards, accommodating wish lists, and allowing customers to post product reviews.
While more than half of the respondents said they wouldn’t be conducting tests during this year’s holiday season, the larger retailers
