Marketing
AI Generated Content: What Place Does it Have in eCommerce Marcomms?
July 31, 2023
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5 min read
In this article, we'll delve into what makes the Golden Quarter so significant, the key dates you should mark on your calendar, and how to leverage data and insights to make the most of this festive season.
Traditionally, the holiday season was synonymous with Christmas, but in recent years, it has evolved to encompass a broader timeframe thanks to the growing awareness of events like Black Friday and Cyber Monday.
The Golden Quarter now includes the months of October, November, and December, during which businesses experience a substantial uptick in sales.
Consumers are not only shopping for holiday gifts but also capitalizing on the enticing deals offered during this time. An influx in sales also leads to an opportunity for an increase in reviews that are collected.
To make the most of the Golden Quarter, it's essential to be aware of the key dates during this period:
Attracting fresh customers during this BFCM (Black Friday and Cyber Monday) period through discounts, sign-up bonuses, and special offers is essential. However, if you don't have a strategy in place to transition these initial, one-time purchasers into loyal customers, your efforts to acquire these customers will ultimately be for nothing. Learn more about how our loyalty program, Influence.io, outlines the benefits of building long-lasting customer loyalty during BFCM and beyond.
While Black Friday and Cyber Monday (BFCM) may be short-lived campaigns, it's essential to strategize for the sustained engagement of these fresh customers over the long haul.
Integrating a loyalty program into your marketing approach enables you to foster a feeling of community, cultivate brand loyalty, and embrace new clients, all while providing exclusive incentives to your dedicated existing customer base.
Instead of engaging in a price war, focus on enhancing the perception of the value of your products and services. Highlight your brand's unique selling propositions (USPs), such as product knowledge, customer service, sustainability, or expert craftsmanship.
Retailers have the opportunity to showcase these unique selling points (USPs) in their review content. With REVIEWS.io's extensive selection of widgets, this content can be featured at various stages throughout the customer's experience.
Our customers can harness our platform for purposes beyond simply collecting reviews, and in turn, maximizing the benefits of customer feedback.
With each occasion: pre-, during, and post-BFCM, there’s an opportunity to use our AI insights tool to adapt and refine your strategy.
For example, any issues from the Halloween sales period can be adjusted just before your BFCM campaigns are running, which enables you to learn, adapt, and improve throughout the Golden Quarter. And, for BFCM, merchants might focus on delivery times and monitor them through attributes. You can adjust these to reflect key areas in your business that you need to learn more about.
Looking back at your previous years’ campaigns around the holiday period, you can analyze what went wrong and how to mitigate this for this year's golden quarter. Or even just to take the learning from past events/campaigns for sales for the remainder of the year for periods like Blue Monday, Valentine's, etc.
To maximize sales, it's crucial to scale up your checkout capacity. Enhance your customer experience (CX) by ensuring a seamless journey from browsing to buying.
Learn from key customer interactions and see the benefits of adding review content at crucial conversion stages, like checkout or product description pages.
Review content can take many forms, including reviews with supporting images or videos (UGC) displayed at the point of sale. Another conversion booster is adding Review Nuggets beside the buy button - highlighting the best parts of a review at the most critical decision-making moment.
Our AI Review Summary Widget can be a powerful addition to your checkout process. By displaying balanced, concise product summaries based on customer feedback, it helps consumers quickly make informed decisions, reducing friction in the buying process. This can directly increase conversion rates and reduce cart abandonment.
Additionally, Reply with AI helps streamline customer service during the checkout process. If customers leave reviews with concerns or questions, this tool can generate quick, context-specific responses, saving you time while ensuring fast engagement. Addressing customer feedback promptly, even during checkout, helps build trust and reinforces a seamless shopping experience, encouraging repeat business.
With the ongoing shift toward online shopping, ensure your eCommerce store is ready to handle the surge in web traffic. Website speed is a huge one to tackle. You don’t want potential customers to be abandoning their journey as a result of slow loading times.
Make sure your site is optimized for the influx in site traffic. With REVIEWS.io, we provide dynamic review widgets, that are versatile, fast, and optimized for usability.
As well as site speed, we recommend that you pre-load promotions, set timed discounts, and implement teaser promotions to build anticipation among your audience. These promotions have a dual benefit, keeping your customers happy and fulfilled with discounted items and keeping your store active and relevant to turn first-time buyers into loyal customers this BFCM.
The influx of orders during this period can be used as an opportunity to negotiate better deals with your delivery partners.
Furthermore, given the prevalence of delivery issues and delays during the Black Friday/Cyber Monday (BFCM) period, it's advisable to proactively inform your customers about the increased order volume and the possibility of delivery delays.
To enhance the customer experience further, consider partnering with solutions like Rich Returns to streamline the returns process.
During peak shopping seasons, efficient return management can be just as crucial as timely deliveries. Tools that offer easy return tracking and quick refunds give customers peace of mind, preventing negative reviews caused by return-related frustrations.
To achieve this, implementing effective tracking systems, providing regular email confirmations and advance notifications to customers regarding expected delivery times, and offering frequent updates can significantly enhance the overall customer experience. These measures cover everything from initial preemptive communication to the final review reminder notification.
Use surveys to gather first-party data and personalize your marketing campaigns to establish a deeper connection with shoppers.
By engaging customers with surveys, you gain insights into their preferences and expectations, which can be used to customize product recommendations, refine user interfaces, and personalize marketing efforts.
Employing surveys through REVIEWS.io can be a powerful means of gathering first-party data. This data, directly sourced from your customers, holds the potential to shape personalized shopping experiences.
Simultaneously, seeking customer feedback through surveys demonstrates your commitment to their satisfaction, fostering stronger relationships and trust. In essence, surveys in REVIEWS.io not only enable tailored shopping experiences but also enhance customer engagement and loyalty.
A heavy sales period is a huge opportunity for your brand to harvest your hard-earned review content. To put it simply, a high volume of transactions equals a high volume of review requests.
You can customize the review attributes you collect to gain insights for specific occasions. For example, around Halloween, you may want to focus on product quality. So you could tweak your attribute questions to gather feedback on relevant topics like costume material or candy freshness.
Similarly, for Black Friday and Cyber Monday, you might prioritize understanding delivery times. By honing in on what matters most during peak seasons, you can collect tons of useful data at the right moments.
To succeed during the Golden Quarter, consider implementing the opportunities and strategies and using our products:
The Golden Quarter is a remarkable time for both consumers and businesses. By capitalizing on the opportunities it offers, you can not only boost your sales and profits but also build lasting relationships with customers.
Using data and insights to refine your strategies will not only make the most of the holiday season but also benefit your business throughout the year.
Platforms like REVIEWS.io provide valuable features that help you gather first-party data and fine-tune your approaches, ensuring personalized shopping experiences for your customers. This is the season where the spirit of giving can result in the gift of growth and success for your business. The final three months of the year are often referred to as the "Golden Quarter" in the world of retail. This period, spanning from October to December, represents a treasure trove of opportunities for businesses and consumers alike.
