Santa’s Holiday Advice For Retailers
As retailers work hard to advantage their omni-directional holiday season, they may wish to pause for a moment to take a lesson or two from a real retail master, Santa Claus. Seems that speed of transactions realized and advantaged across consumer buying sleds online is rapidly becoming 30 percent of the retail holiday opportunity. But speed, consumer traffic and profitable engagements also count big in brick retail locations where the majority of opportunity still resides.
Santa Claus, the world’s greatest expert in delivering on the promise of brick retailing across mighty clouds direct to your home, continues to be world class. The superiority of Santa’s brick and cloud retail strategy is proven yearly through a speedy sled, one to one CRM relevancy in gifts, free shipping, free gift wrapping, along with a broad smiling "Ho-Ho-Ho."
He even knows your name, where you live and what you like. Perhaps we can all learn a lesson or two from Santa to advantage our own bi-modal brick and cloud retail selling holiday season. Perhaps the con amore personality of Santa can be spirited through retailers to best fill up profitable stockings by offering a wider chimney of good cheer and competitive offerings.
Consumer demand for fast, simple and easy holiday buying engagements according to Price Grabber.com’s recent study augers great news for savvy retailers. 69 percent of shoppers surveyed will be loyal to retailers they purchased from last year. Among the most prevalent reasons for their loyalty is good customer service, free shipping, best sales and discounts, brand loyalty, rewards programs and proximity to home (sounds like Santa’s strategy). The study also reveals the greater importance and advantage of retail social and cloud based pull engagements as 88 percent of consumers plan to research their holiday gift purchases on line.
As expected, 75 percent of this same shopping group states they prefer buying through on-line retailers this holiday season. All digital retail and manufacturer assets must be finely tuned and advantaged this holiday season through SEO, SEM and well engaged SCRM (Social Relationship Management) in order to ensure and secure profitable Omni-directional retailing. Perhaps SCRM is just how Santa makes sure the right gifts are dropped down the right brick chimneys. Perhaps SCRM really stands for “Santa Claus Really Matters.”
Even through the august of holiday promotional muscle and discount coupons, retailers additionally drive competitive leadership through simplicity. After arming and tuning their consumer offerings in congress with their manufacturing partners, best of breed retail competitors ensure simple transactions, service and support with a smiling Ho-Ho-Ho. Retailers who have not cashiered sluggish employees, advanced technology investments, e-transactions and in-store holiday services will surely be rewarded with the largest museum of failed intentions, failed same store sales growth. Of course in the cloud, retailers can also brand advantage through simple multi-modal advantage in delivery, personalization, configuration, price matching, product reviews and savvy social networking engagements. Seems all of these cloudy advantages should be even easier to administer through consumer brick retail experiences with the addition of human intervention. E-commerce will always over render lowest prices, greatest choice, smart basket add-ons and best value through crawling and brawling competitive price choices. But by deploying the same jaunty and magical spirit of relevant generosity from a man we call Santa Claus, in-store retailers can drive more profitable baskets and joy, one customer at a time.
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