Scheduling major promotions and sales to coincide with periods of peak consumer interest helps bring in new customers and increases retailer standings with their current customer base. 

A recent guide released by RetailMeNot* highlights some of the missed opportunities in the retail industry last year and offers insights into the best ways to market your products and services now and in the future¹. 

Here are some of the most important insights contained in the guide that can help you have a successful 2016 holiday season. 

Get a Head Start

According to the RetailMeNot* guide, 54 percent of shoppers surveyed expect that retailers would begin their seasonal promotions in October or before. This represents a shift from the traditional Thanksgiving/Black Friday kickoff to the sales season. 

New devices have already hit store shelves and they provide you with increased opportunities to get a jump on the season and your competition. 

In 2015, November 7 was the unofficial start day for the consumer holiday shopping season. Planning to start your promotions, sales, and marketing campaigns to correspond with this approximate date can potentially net you added foot traffic and increased sales compared to competitors who get a later start. 

Spread the Love on Special Deals 

Saving some special deals for after the Thanksgiving and Black Friday weekends can actually enhance your reputation among customers who may have missed out on these major deals.  In Canada, this means offering these types of special deals even earlier since Thanksgiving is celebrated on the second Monday of October. 

By promoting and providing in-store sales for your customers, you can build loyalty and achieve greater visibility among those who may have been too late for the dramatic price reductions traditionally offered by many retailers on Thanksgiving and Black Friday.

This year’s Cyber Week kicks off on Monday, November 28. Offer targeted deals during this time to get people off-line and in-store. By encouraging shoppers to spend time in your stores, sales staff can demonstrate their product knowledge to further reinforce the advantages of brick-and-mortar shopping. 

Understand the Seasons within the Season 

The research compiled by RetailMeNot* also indicated that certain products were more popular at specific periods of the holiday shopping season. 

• Before Thanksgiving, most shoppers were interested in apparel, food, entertainment, home and garden supplies, and automotive items. 
   
• Starting with Thanksgiving and Black Friday, shoppers focused on acquiring the best deals on PC devices, electronics, toys, and sports equipment. High-ticket items and gadgets are also in demand from Thanksgiving through the middle of December. 
   
• Last-minute shoppers tended to opt for health and beauty items, books, and accessories. Stocking stuffers and personal services were also popular during this time leading up to the holidays. 

By adjusting promotions and sales to correlate with these mini-seasons, you can achieve higher sales and more foot traffic. 

Make It Mobile

Smart phones and mobile devices are now an accepted part of the shopping landscape. Retailers should ensure promotions and deals are readily available in stores for mobile users. 

Allowing customers to access your website from inside your store and offering free Wi-Fi service has a big impact on their shopping experience and their impression of your store and brand. 

Deliver the Information that Adds Value for Your Customers 

One of the best ways to stand out from the crowd in the retail tech industry is to develop a sales team with the expertise and knowledge needed to provide accurate guidance to your customers. 

Your sales associates represent the front line of your organization and are often the sole point of contact that customers have with your store. By providing them with the right training and the motivation needed to go the extra mile for customers, you can create compelling reasons for customers to make the trip to shop in your store rather than shopping online.

Encourage your staff to participate in the Intel® Retail Edge Program to increase their ability to create great customer experiences for those who are shopping for the latest devices and technologies. It's a win-win scenario that will help you make the most of this holiday season.

References:

*Other names and brands may be claimed as the property of others.

© 2016, Intel Corporation. All rights reserved. Intel, the Intel logo, and the Intel Retail Edge Program are trademarks of Intel Corporation in the U.S. and/or other countries.

¹2016 Holiday Guide for Nice Promotions by RetailMeNot*