{"id":116425,"date":"2023-07-16T20:48:21","date_gmt":"2023-07-16T20:48:21","guid":{"rendered":"https:\/\/www-dev.channeladvisor.com\/?p=116425"},"modified":"2024-11-08T04:52:07","modified_gmt":"2024-11-08T09:52:07","slug":"navigate-the-festive-season","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/uk\/blog\/navigate-the-festive-season\/","title":{"rendered":"Navigate the Festive Season with Confidence: Expert Tips to Drive Sales and Avoid Pitfalls"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">As we enter the second half of 2023, focus on the fourth quarter is beginning to intensify.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To help provide clarity into what\u2019s to come this festive season, <a href=\"https:\/\/download.retail-week-connect.com\/landing\/the-christmas-forecast\/?ref=rithum\">we teamed up with Retail Week on an in-depth report<\/a> on the latest consumer spending insights and the ways in which retailers can continue to drive sales during more economically challenging times. Real household disposable income fell by 2.5% in 2022 and is expected to fall by 2.6% this year, according to the <\/span><span style=\"font-weight: 400;\">Office for Budget Responsibility<\/span><span style=\"font-weight: 400;\">. As a result, households will continue to feel the squeeze this Christmas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, data from the report shows that despite rising inflation rates, employment remains resilient and consumer confidence is slowly returning. This unique mix brings some optimism in this year\u2019s forecast for Christmas, breathing new life into a general atmosphere of pragmatic caution. A few categories such as health &amp; beauty and toys &amp; games are expected to perform relatively well as consumers prioritise small luxuries and gift items. Big purchases, such as furniture and electricals, face a softer outlook, though spending may remain robust among the <\/span><a href=\"https:\/\/download.retail-week-connect.com\/landing\/the-christmas-forecast\/?ref=rithum\"><span style=\"font-weight: 400;\">12% of households<\/span><\/a><span style=\"font-weight: 400;\"> who identify as financially immune in the current economic environment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, the festive season is coming quickly, and inadequate planning \u2014 or misplaced priorities \u2014 <\/span><i><span style=\"font-weight: 400;\">will<\/span><\/i><span style=\"font-weight: 400;\"> cost sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, don\u2019t launch into seasonal planning mode without addressing the three most common challenges brands and retailers face in the run up to Christmas:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pricing and profitability<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketing and advertising<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Inventory management<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Taking concentrated actions in these three areas now will yield results in the final weeks of the year. And we\u2019re providing our recommendations, based on our decades of innovation in e-commerce, to help you get started.\u00a0<\/span><\/p>\n<h2><b>Pricing and Profitability<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Preparing to meet the expectations of increasingly savvy and selective consumers is no small feat, especially this year when price sensitivity is likely to be high. Shoppers now regularly expect free shipping\u2026 and free returns. They want to feel as though they are getting a bargain, but also that they are purchasing a high quality product. Unsatisfied or frustrated consumers who return products and\/or leave poor reviews can generate a ripple effect on profitability.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rising return rates coupled with cautious consumer spending habits have begun chipping away at gains in all corners of e-commerce. Marketplace sellers especially are feeling the pinch.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How can you reduce returns and protect profit margins? Simply slashing prices may not drive up sales to desired levels and will affect profitability. Developing keen pricing strategies based on intelligent data points can provide necessary balance in meeting pricing and profitability goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First, we recommend ensuring all your product detail pages have as much information as possible, including:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dimensions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Colour description<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Source materials\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Typical and suggested uses for the product<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clear images that present the product from all angles<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.rithum.com\/uk\/blog\/digital-marketing\/gather-once-optimise-everywhere-with-product-content-feeds\/\"><span style=\"font-weight: 400;\">Optimised content<\/span><\/a><span style=\"font-weight: 400;\"> that consistently appears across all your selling channels builds confidence in your product before purchase and reduces the chances it\u2019ll be sent back. In addition, setting up <\/span><a href=\"https:\/\/www.rithum.com\/uk\/resources\/support-for-marketplaces\/\"><span style=\"font-weight: 400;\">dynamic pricing strategies<\/span><\/a><span style=\"font-weight: 400;\"> can maximise your profit margins while keeping you in compliance with any pricing agreements you have in place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re looking to drive growth through new channels, product or markets this Christmas striking the right balance in pricing and profitability is critical to success. How can you set a healthy pricing momentum when planning expansions? To preserve your efforts to maintain stable profit margins, we recommend that you:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify and focus on marketplaces with lower return rates<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consider a hybrid selling approach that includes both first party and third party<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Look at costs associated with each selling model, such as listing, returns, logisitics and storage fees \u2014 these can add up quickly and affect profitability\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><b>Marketing and Advertising<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Consumers are inundated with ads and promotions in the lead up to Christmas. Although advertising is essential at this time of year, it\u2019s incredibly difficult to stand out from the crowd based on traditional tactics alone.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key lies in finding ready-to-buy shoppers who are already searching for and interested in your products. A centralised approach to digital marketing can yield cross-channel insights into finding those consumers through paid search and shopping. And retail media, <\/span><a href=\"https:\/\/www.rithum.com\/uk\/resources\/library-webinars\/retail-media-strategies-for-the-data-driven-seller\/\"><span style=\"font-weight: 400;\">when strategically implemented<\/span><\/a><span style=\"font-weight: 400;\">, can yield tremendous benefits in meeting ROAS goals and boosting visibility and sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How can you efficiently use <\/span><a href=\"https:\/\/www.rithum.com\/uk\/solutions\/retail-media\/\"><span style=\"font-weight: 400;\">retail media<\/span><\/a><span style=\"font-weight: 400;\"> to your greatest advantage? We recommend focusing on five elements in your campaigns:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimising content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Smart audience targeting<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Segmenting your catalogue<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Automating your campaign<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Testing (and more testing!)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We\u2019ve found the most successful retail media endeavours harvest keywords to strengthen search results, employ brand protection tactics, acquire new customers and, ultimately, conquer the competition. And managing retail media campaigns from one centralised platform that is monitoring marketplace listings, inventory levels and other digital marketing campaigns can amplify efficiency (for example, you avoid wasting ad spend on products that have gone out of stock).\u00a0\u00a0<\/span><\/p>\n<h2><b>Inventory Management<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">New challenges are appearing for brands and retailers in inventory management. Storage costs keep rising, ongoing economic uncertainties and inflation-related pressures on consumers\u2019 wallets have led to inventory challenges for many sellers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tackling the first two challenges (pricing\/profitability and marketing\/advertising) head-on can provide some relief in the struggle to move products. In addition, we recommend developing:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Techniques to avoid excess inventory (we have suggestions for <\/span><a href=\"https:\/\/www.rithum.com\/uk\/blog\/industry-trends\/how-brands-can-reduce-and-avoid-excess-inventory-in-2023\/\"><span style=\"font-weight: 400;\">brands<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.rithum.com\/uk\/blog\/industry-trends\/how-online-retailers-can-eliminate-excess-inventory\/\"><span style=\"font-weight: 400;\">retailers<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Strong product selection strategies that, among other goals, ensure poorly performing products are removed<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Automation and procedures that focus on <\/span><a href=\"https:\/\/www.rithum.com\/uk\/solutions\/inventory-data-management\/\"><span style=\"font-weight: 400;\">synchronising and maintaining inventory levels<\/span><\/a><span style=\"font-weight: 400;\"> across channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Action plans to execute when excess inventory thresholds are crossed<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Curious about what the experts are predicting for this year\u2019s festive season? Take a look at <\/span><a href=\"https:\/\/download.retail-week-connect.com\/landing\/the-christmas-forecast\/?ref=rithum\"><b>The Christmas Forecast<\/b><\/a><span style=\"font-weight: 400;\">, a report developed by RetailWeek in partnership with Rithum, Rithum\u2019s parent company, and other industry leaders.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/download.retail-week-connect.com\/landing\/the-christmas-forecast\/?ref=rithum\">Download your free copy now<\/a> \u2014 and get started on your Christmas planning!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And if you\u2019re looking for professional support to sharpen your strategies before the busy festive season arrives, the experts at Rithum would love to help! Our <\/span><a href=\"https:\/\/www.rithum.com\/uk\/managed-services\/\"><span style=\"font-weight: 400;\">Managed Services<\/span><\/a><span style=\"font-weight: 400;\"> team works with brands and retailers to plan for seasonal variations and challenges, expand into new channels, streamline operations and provide advice and guidance on ensuring profitability. <\/span><a href=\"https:\/\/www.rithum.com\/uk\/contact-us\/\"><span style=\"font-weight: 400;\">Contact us<\/span><\/a><span style=\"font-weight: 400;\"> to learn more.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As we enter the second half of 2023, focus on the fourth quarter is beginning to intensify.\u00a0 To help provide clarity into what\u2019s to come this festive season, we teamed up with Retail Week on an in-depth report on the latest consumer spending insights and the ways in which retailers can continue to drive sales [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":116440,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[6195,6134,12400],"asset-type":[13745],"audience":[13408,13411],"bio":[14209],"topic":[6680],"class_list":["post-116425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-advertising","tag-christmas-shopping","tag-marketing-2-uk","asset-type-blog-uk","audience-brands-suppliers-uk","audience-retailers-uk","bio-rithum-team-uk","topic-brands-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Navigate the Festive Season with Confidence: Expert Tips to Drive Sales and Avoid Pitfalls - Rithum<\/title>\n<meta name=\"description\" content=\"Christmas might seem far away but those that start prepping early reap the full benefits of the busy period. 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