Impressions - October/November 2020 - 29

Fulfillment Focus: Planning
The following tips will help you fulfill your planning strategy to ensure a
successful holiday season:

An important part of
preparing for the holidays is
analyzing sales data from
previous holiday seasons.

teChnologY & saleS tiPs

If your neck still hurts from the whiplash you received from being
thrown 10 years into the future with the need for more online-store
technology, rub some dirt on it and get back in the game. Companies
that procrastinate or are slow to adapt to change probably will be
left behind. Technology is going to quickly separate the imposters
from the professionals.
Technology and sales tips for your business include the following:
1. Voice search. Now more than ever, people are asking their
phones for recommendations to solve problems, find a store or get
answers. Does your business show up? Use natural phrases that
answer the questions, "Who?" "Why?" "What?" "Where?" Keep
answers to fewer than 30 words.
2. Google ranking. Page-loading speed is a primary factor in
Google ranking. It needs to load instantly, especially on mobile devices. Sites that achieve this will see more sales.
3. Use the right image files. Use PNG files instead of JPGs, and
don't forget to add the proper "alt attributes." Also, remember to
compress image files with tools such as ImageOptim, TinyPNG,
or Compressnow.
4. Use a responsive template or theme. This means the online
store or website automatically changes and adjusts to the screen size
on which it's being viewed.
5. Try "one-click" checkout functionality. This means customers
aren't adding to a cart and then checking out; rather, they're going
straight to the purchase.
6. Invest in free delivery. You need it, so build the cost into the
product's price.
7. Use a holiday motif in your content. Start writing blogs or
filming videos now and post them on your site with holiday-themed
topics. This starts your search engine optimization (SEO) early. Start
generating traffic to your site. If you can, get visitors to sign up for
your "drip" marketing.

1. Have deep and detailed conversations
with your current customers about their
expectations for the season.
2. Have your customers' needs changed?
For example, with the holiday season
last year, nobody was decorating face
coverings. This year, expect everything
from holiday patterns and mistletoe, to
Santa Claus and Rudolph. Can you help
your customers with this?
3. It's no secret that the freightdelivery system has been affected this
year. How will that affect what you
are doing with your service-level
agreements?
4. Talk to your supply-chain partners.
Check on your consumables. Any projected
hiccups? Consider stocking up early.
5. Need more clients? Don't wait until the
holiday rush. Get proactive. Build a
marketing campaign that demonstrates
the reasons why your company should be
the choice for holiday fulfillment.
6. Do your customers need help planning
for what will happen this year? Get
involved in these discussions and help
them succeed. That's called value. Remember, you are the expert in what you
do. Contract decoration and fulfillment
is based on trust more than anything.
7. Communication is everything. Do you
have an automated system? What is your
customer experience like for dealing
with orders, challenges, questions and
everything in between?

Include Black Friday or
Cyber Monday offers in your
online store. There will be
a lot of "noise" surrounding
these two days.

stArt wRitinG bloGs or filmIng vIdeos
Now aNd poSt thEm on your site with
HolidAy-thEmed Topics.
OCT./NOV. 2020

P.29

Impressions - October/November 2020

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