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​.face​book​.com/​o​m​n​i​t​ure