You’ve read it here before, and you’ll probably read it again: Get an online presence, even if it is the simplest of Web pages. Why? Fifty-seven percent of shoppers interviewed by ComScore said Internet searching was more valuable to them than offline searching when they were gift shopping. Thirty-four percent said Internet and offline searching were equally valuable and only 9 percent said offline searching was more valuable. This information comes courtesy of Google, in its Adwords Industry Insight newsletter.
If your customers are searching online, how do you get them to buy online? One way is to offer deals on shipping. Nine out of 10 consumers say that free or discounted shipping offers are the most important promotion retailers can offer during the holidays, according to BizRate and shop.org.
And, Google adds: “If free shipping isn’t an option or if you would like to add even more incentive, think creatively about what types of offers might appeal to your customers (free gift with purchase, frequent-shopper discounts, discounted express shipping, etc.)”
Assuming that you do have an online presence, take a pre-holiday look, Google suggests, at your keywords. “Consumers search on terms such as ‘Gifts under $20.’ Try out these types of phrases.”
A final suggestion: If you don’t sell gift cards, get some. “Gift cards are great stocking stuffers — a saving grace for last-minute shoppers or an easy way out for customers with friends and family members who are hard to shop for.”