It’s hard to believe that it’s almost that time of year again. Time for retailers to begin rolling out their online promotions and email campaigns to entice holiday shoppers to spend, spend, spend.

We were recently in touch with Chris Revie, senior e-commerce analyst at Figi’s, a leading specialty gifts retailer owned by Charming Shoppes. As the holidays quickly approach, retailers like Figi’s have a laser-like focus on the online customer experience, as it can have a tremendous impact on a shopper’s propensity to purchase during a time when so many retailers are competing for the same wallets and eyeballs.

Chris described the company’s wide variety of products offered online and promotions that can change any minute. This make it imperative for Figi’s to have clear visibility into how customers are interacting with the site online so that it can quickly optimize it for higher conversions and increased sales.

As a result, the company makes it a point to actively measure responses to its online campaigns in real-time and subsequently makes rapid changes to best address its customers’ needs. These fact-based content decisions can improve customer engagement, conversion rates and even sales. The company is also testing a variety of online marketing content – from homepage visuals and messaging to layouts and product placement, enabling it to automatically serve the most popular content to visitors for maximum relevance. Recent tests of email marketing content drove a 50 percent increase in click-through rates to its website. That’s nothing to sneeze at, especially as the industry looks forward to a livelier retail season compared to the slumping sales of holiday ’09 and ’08.

You can download our recent Figi’s case study to learn more about their online marketing efforts or listen to a recent webinar we recorded with them about increasing conversion during the holidays. We’d love to hear how you are using technology to increase your marketing efficiency and online relevance for holiday so feel free to comment here or on our Facebook page at www.facebook.com/omniture

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