People are browsing and shopping online, while malls are seeing more and more brand store closures. This will be the case through the 2020 holiday season. With more people shopping from home during the ongoing pandemic, the user digital user experience is critical to success and digital marketing are being tested like never before.

If you sell products and services positively impacted by the holiday shopping season, it may not be too late to fortify your strategy for the rest of the year, given the digital shopping approach of your consumers. This will also pay off next year. First consider holiday promotions. What discounts, teasers and conditions are you offering that can compete and generate clickable attention from now to the end of the year? Frequently update the targeting and ad positions of your digital media buys. Get ready for a digital work out.

As you are running, spin up remarketing automation schedules to repetitively schedule your holiday specials during this crucial season. Remarketing connects your products, brand, and features your latest promotions by targeting browsers who previously interacted with your website(s) and/or your ads. Now, as they continue to search and browse, your remarketing automation strategy presents your timely offers to them, increasing awareness and encouraging opportunistic clicks to purchase.

The sales journey is not often instantaneous. People shop first and buy after collecting information. But you do not want to be forgotten. Many shop around, and your well-timed remarketing ads capture attention when they are closer to a purchase decision. Furthermore, if another competitor runs out of stock, your remarketing ad can trigger another opportunistic purchase.

Several ad platforms that offer remarketing. Here are three we recommend.

Be sure to check out each one’s ad scheduling capabilities and create a new dynamic remarketing campaign. Whichever platform you choose, follow the directions for tagging your website. Snippets of code can associate visitors with the IDs of the products or services they viewed.

Finally, create responsive ads that pull from your product feed. Then, when your customers browse the web, they can be served targeted ads from your product feed. Be sure to maintain your product feeds, so that you aren’t promoting a product that is out of stock.

Other considerations to improve your year-end digital strategy:

  • Improve your site speed to anticipate increased stress on network bandwidth
  • Set realistic shipping expectations. Warn people if you don’t believe that item will be there on time. You might lose a sale in that moment, but it’s better than fighting off bad reviews after the fact.

The bad news is that holiday spending is expected to decline by 7% compared to 2019. That’s according to the annual holiday survey by Deloitte of 4,000 American consumers. Most respondents (51%) said coronavirus would hold them back from venturing into  brick-and-mortar stores this holiday season.

It means the average American consumer is expected to spend $1,387 on holiday shopping and $832 of that is expected to be online. Black Friday and Cyber Monday come around every year. Most people will be shopping online and looking for even bigger deals than usual.

We recommend that you always focus digital presence. But if there has ever been a year to pay attention to your online shopping experience, it’s this one.