19 December 2017
It’s that time of year again: days are getting shorter and colder, time to enjoy a cup of hot chocolate sitting around the fire place and start the quest for Christmas presents! The two main focus areas for online retailers this holiday season are inspiration and personalization. Let’s take a look at how they go about this.
A festive atmosphere, fueling customers’ holiday spirit and spending mood, used to be the main draw of physical stores, but is now creatively taken online: Bol.com built a true Christmas home with furniture and decorations that can all be bought in their webshop. This is the décor for many vlogs, in which well-known experts, foodies and stylists provide tips and inspiration. For example, FIFA champion Koen Weijland presents “Essential FIFA 18 tips for parents”, whereas in “Smart Christmas” TechNick shows just how a smart home can make life that much easier. Each video is followed by a short blog including links to all products promoted in it, to smoothly guide customers through the buying process. Not sure what present makes which person happy? Then the “gifts with personality” section is exactly what you need. From globetrotter, to gadget-freak or entertainment-fan: by simply selecting the best fitting description, many suitable presents are just one mouse-click away.
The second trend is due to customization becoming main-stream: “one size fits all” definitely doesn’t apply anymore. De Bijenkorf understands this like no other and leverages its offline stores for the last personal touch, creating an omnichannel experience. During in-store events, customers can have their presents customized, inscribed or engraved. A one of a kind Chanel bag, customized Levi’s clothes or Moonboots personalized by an artist? They can all be under your Christmas tree.
These are just two approaches towards seizing the many wonderful opportunities that arise around this time of year. The online players who do this to their utmost potential, providing customers with the best, preferably omnichannel, Christmas shopping experience will eventually be the true winners of the holiday season.