Digital Strategies to Drive Your Holiday Retail Results

By Karen Huntoon

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Lead Digital Strategist

Consumers continue to shop earlier every year for the holidays, and more consumers than ever are using mobile devices for pre-purchase research and transactions. According to The NPD Group, one in six consumers will use social media platforms on mobile for pre-purchase research, and one in four consumers will use their phones for shopping. Making digital strategies a large part of your marketing efforts can drive holiday retail sales upward.

It’s not too late to build a multi-channel campaign leading up to Black Friday on November 29, 2019 that easily taps into these trends. Here are some strategies that are sure to drive home results for your business through the holiday season.

Leverage the Power of Mobile and Social Strategies

Target your existing customers using mobile devices on Facebook and Instagram, where most time on social is spent across all age groups. Both platforms have fun and easy-to-execute ad templates from gift guides to mobile, Full Screen Experience ads.

Specific placements such as “Facebook/Instagram Stories” Ads can incorporate fun elements that take your existing creative and give it a holiday twist. With a simple swipe up, users can be sent to any landing page on your website and entered into your sales funnel.

Onboard to YouTube

Like Facebook, Google Match gives you the ability to onboard and reach your customers (no prospects allowed) to the Google Ads platform.

Once matched, incorporating YouTube video ads into your media plan will give you another touch-point ahead of the holidays. According to Statista, YouTube penetrates a large chunk of internet users, and those users spend a significant chunk of time engaging with videos.

YouTube video ads are a solid outlet for experiential products like travel, educational courses, or experience/entertainment products.

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Targeting “Gifters” and “Wishers”

Everyone is looking for the perfect gift for their significant other. Leveraging our service, Audience Amplify, you have the potential to target the significant others of your best customers so you can serve them with ideas for that perfect gift. Targeting these Gift Givers at the holidays is an important way to achieve results and grow your customer base.

Geo-Target Mobile Campaigns Near Store Locations

Here’s a new acronym for you: BOPUS – Buy Online, Pick-Up In-Store.

According to The NDP Group study referenced above, 20% of holiday transactions occurring online will be picked-up in-store. Reach out to prospects in areas where you have retail locations with a digital gift guide and promote your ship-to-store options. Not only could this boost online transactions, but it will boost in-store traffic.

This can be especially powerful as we get close to the holidays. According to the USPS, the last day to ship in time is December 20, 2019. Heavily promoting your BOPUS options can help those last-minute shoppers keep some peace of mind knowing they can receive their gifts just in time.

Remind and Reward

Push website visitors further down your sales funnel with solid remarketing strategies. Leverage discounts off an entire order or discounts tied to a certain cart size to help consumers take that next step.

Free Shipping Day

Free Shipping Day is Friday December 13, 2019. Tie this into your marketing and piggy-back on this established social and retail holiday.

About LiftEngine

Since 2005, LiftEngine's primary mission has been to help clients better understand and connect with their most responsive prospects and customers, online or offline. Our expertise is behind the marketing campaigns of 400+ clients.

Behind LiftEngine is LiftBase, our proprietary addressable consumer database. Comprised of 250 million US consumers, 140 million US households, and 1,000+ enhanced data elements, LiftBase powers our audience development services and industry-leading products, PortalLink and LaunchPad.

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Published on Nov. 06, 2019, Last Updated on Jul. 18, 2022