Enterprise Nation

It may be the start of September but ecommerce software business, Actinic, is already looking forward to Christmas. They’ve prepared 10 quick tips to help online retailers have a cracker of a Christmas season. Worthy reading for any home based business that’s selling online.

1. Prepare your marketing ideas early
However you plan to promote your web site at Christmas, run some small-scale tests now. Establish what works, and refine it.

2. Can you handle the extra traffic?
The average e-tailer gets 30% more orders in November/December. Make sure your site and staffing levels can cope with the increase.

3. Sort out deliveries
Make sure your logistics supplier will be able to cope with demand for Christmas deliveries.

4. Anticipate last-minute shoppers
Cite a final ordering date for Christmas delivery on every page - highlighted when the deadline has passed.

5. Use seasonal promotions
Find creative ways to mark the season. Put gift ideas on your home page, stock Christmas-themed items and offer gift-wrapping.

6. Upsell to maximise the opportunity
Where gifts need additional items such as batteries, ensure they can be ordered together. Incentivise extra purchases with offers like 'buy two and get one free'.

7. Customers in a rush
Most online shoppers are in a hurry, particularly Christmas ones; make it easy for them to find what they want.

8. Thank regulars
Good supplier relationships can help resolve problems. Consider offering discount during January to suppliers as well as good customers.

9. Keep a sense of humour!
Customer stress-levels rise going towards Christmas. Keep a professional attitude but try to see the funny side – so you that don’t return stress with stress.

10. Advertise January sales
Plan your January sale early. It gives ‘value shoppers’ a chance to clear all that dead stock for you.

Wishing e-tailers a happy and prosperous Christmas in 2008.

• Bruce Townsend, Marketing Manager, Actinic  

Actinic (www.actinic.co.uk) is a British company specialising in helping small and medium retailers trade, both online and offline, using its ecommerce and electronic point of sale (EPOS) packages.