Archive for christmas
Twitter is a highly accessible way to appeal to a wide audience of readers. Nearly 500 million tweets are posted every day, so brands need an edge in order to stand out and win attention from readers. This is particularly crucial in the build-up to the Christmas season, with consumer spending high, and competition huge.
To look at the ways in which readers interact and view twitter feeds, we investigated using advanced eye tracking technology to determine where readers looked and to gain insight about how users interact with a Twitter feed. From these findings, we were able to uncover some tips on how to stand out with Christmas tweets.
In case you hadn’t noticed, Christmas is looming large and many retailers are hoping that they will see a massive boost in sales in this make-or break season. Never before however, has the world of e-commerce been so important for retailers.
Guy Redwood, our MD shared with The Drum his top tips on the simple things every online retailer needs to have on its Christmas list. All retailers worth their salt know that their online presence must be every bit as fulfilling and satisfying an experience as a visit to a bricks and mortar store. At no time is this more important than Christmas when customers are scrambling to search out bargains online and worrying about getting them delivered in time to tuck under the tree.
At SimpleUsability we have spent ten years using specialist, cutting-edge technologies such as eye tracking, to capture conscious and unconscious behaviours of people, watching how and why they buy what they do – whether browsing online or walking around live retail environments. We found that there are many simple things that every retail website can do to ensure the best consumer experience possible. Here are my top ten dos and don’ts that every multichannel retailer can put in place and that won’t require extensive redevelopment:
- Don’t cover your tracks A clear strategy for handling post-purchase worry about delivery is paramount. Users want websites that allow them to check the status of their order. If you are using a third party, make it clear who the third party is so that the shopper can chase the delivery agency directly. This also means any problems are more likely to be blamed on the delivery company than the retailer.
- Inspire confidence in delivery On the ordering or checkout screens, make clear reference to your success in handling high demand over previous Christmas periods to establish a reputation as a company that works hard to get orders delivered on time. Support this with positive customer comments.
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How can online retailers manage customer expectations?
As the second arctic blast hits the UK, couriers and distribution centres are struggling to clear the backlog of parcels created by the disruption caused by the first wave of wintry conditions. With Royal Mail aiming to deliver to one million customers on the Sunday before Christmas, and many mainstream retailers taking decisions to stop new orders adding to the problem, exactly what stance should online retailers take to maximise sales at such a crucial time of the year?
So what are the major etailers saying?
In the midst of all this stress and worry (with the exception of some disorganised shoppers who can gleefully blame it on the snow) some of the UK’s top e-retailers are advising their customers on the situation. How can this be done to maintain yuletide harmony, and are they even advising at all?
Marks and Spencer’s have temporarily suspended order taking for some Scottish and Northern England postcodes. But despite not loudly advertising it on their homepage they do have a comprehensive FAQ section on the issue. A full list of affected postcodes and stores is listed, with major cities easily identifiable.
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