Showcasing Your Products For Holiday Sales

Every year big department stores unveil their window displays. In Manhattan this has become almost as important as the lighting event of the the Rockefeller Center Christmas Tree. Companies even started selling calendars showcasing the dates of major department stores unveiling schedule. Crazy? Yes! But these department stores know the impact of proper display in the customer shopping psych, and there is nothing crazy in well showcased merchandise that triggers a shopping frenzy.

Walking into these stores your senses are infused with everything Christmas. From carols playings in the background, decorations, christmas trees, and fake gifts wrapped up on display. It’s an overload of stimulus that plays upon your emotion, but hidden underneath you will find a well studied strategy of product placement. Sweaters are moved to the front of the store (we all know Grandma loves gifting these), socks and small gift items are placed by the cash register, boxed gift sets seem to only appear this time of year and with every corner you take small displays of gifts for her/him pop up. They truly have it down to a science, and online stores are no different. Let’s go through some of these ideas for ecommerce sites to help you sell more this season.

 

Categories. Categories. Categories.
Your store is probably already categorized by products, meaning if you sell Make-up for example, you most likely have them categorized by foundation, bronzers, lipsticks… But for gifting this pretty much confuses your customer. In gifting the category should symbolize the recipient, basic ideas like gifts for teens, gifts for aging skin can help navigation and browsing.

Prime Real Estate
Continuing on with categories, make sure you place your top sellers/searched items on your prime locations. This can be banners rotating on your website, your first 3 categories in your store, and even the main subject of your email marketing campaign. Your prime locations should be reserved for your most promoted items that work for the masses. They are your highly sold items, and you need to use them as bait to start browsing.

Price Navigation
Most shoppers have a budget in mind, and allowing them to browse based on price can help them find the special deal they’re looking for. This can be done with a simple price bracket categorization that would include products, bundles and promotional deals for a specific price. Pretty easy to set this up in Wazala and drive price sales.

Depending on your business you may end up with 4-10 new categories. This tweak in the Wazala store admin is easy to do, and does not need to affect your older categories. Simply create new categories, mark items that fall within it, and keep your current categories as is. The same product will show up in multiple categories allowing you to showcase everything you have over and over again.

Product Descriptions
How you describe an item can help your conversions. For gifts it helps if you specify in great detail the specifications of an item. Size, color, dimensions, even specifics like batteries needed/included. But your main focus should be the emotional connection, like who would this work for. How would this gift make them feel, and the many uses it can represent. Even the most basic item like boxer-shorts can play on emotion:

“100% cotton heaven, that is designed for optimum comfort for the active man. Whether under a business suite or lounging on the couch these shorts will be the first out and in from the laundry basket. Gift him his favorite piece today!”

Notice how relevant and specific to the lifestyle the description is, and how clear the message of “This will be his favorite underpants ever!” is delivered to such a simple item. Now imagine how much thought goes into buying a high ticket item! Are you sure you’re answering all of their questioned thoughts?

Bundles
People love receiving not one, but several items, and gift boxes are a great way for you to release inventory. Find your most loved item, the main attraction of the box, the jewel and the decision factor. This is usually a highly sold merchandise that seems to be loved by many. Then add an overstocked item, and maybe a not so popular item to make a bundle gift box for sale as one piece. The price point should be considerably lower than buying all of these three separately, and clearly stating the savings will help close the deal. Making sure the gift boxes has some sort of theme, like “Pretty in Pink” or “Saving Face” as cosmetic examples. Lastly don’t forget to offer several that work for different genders and ages.

Gift Wrapping
You may offer free gift wrapping during the Holidays as an added bonus, but always consider how you can up-sell, and offering a premium wrapping service as opposed to the basic free one, can help your overall order price. With a simple creation of an option drop down list in your Wazala store you can create an additional option for gift wrapping that can add $5 extra to each of the items in the basket. To really entice customers, describe your premium wrapping in the description area of each item and add a handwritten card as well. It’s the little details that people are willing to pay extra for.

Cross Sell
The related products area in the Wazala store is curated with a simple tag of each product. With all of these bundles you’re creating, and new products you’re offering, consider revising your product tags to show better related products. Small tweaks can go a long way!

Have more product placement ideas for ecommerce? Maybe something that worked for you? Share the knowledge in the comments area and help other merchants sell this Holiday Season.

Checkout more Holiday Ecommerce Tips here on our blog.

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