Here are 4 quick Valentine’s Day ecommerce tips to keep in mind when dressing your site for the holiday – plus how some of the top brands show their love on this date.
While Valentine’s Day is a day of dread for some– overpriced dinners for two, a last-minute dash for a gift and impractical underwear – as a brand it is an opportunity to reach out to your loved ones (i.e. your customers) in the hope that they will come to you when shopping for theirs.
This year Valentine’s Day could be especially challenging for some verticals – like Food & Drinks due to restaurant and bar closures or limitations during lockdown. Just because there won’t be a «traditional» Valentine’s Day, doesn’t mean consumers won’t still feel the need to celebrate.
Stuck for ideas? Here are a few Valentine’s Day ecommerce tips for retailers in every industry – plus how some of the top brands show their love on this date.
Tip #1: Display Homepage Banners Promoting Valentine-approved Products
With stores and restaurants closed in many areas, it’s going to be extra important this year for online stores to be prepared ahead of time. Stay in front of your shoppers by using homepage banners that tie to the holiday and offer a bit of inspiration as soon as they enter your site.
Food & Drink retailer Donald Russell understands that consumers won’t be flocking to physical restaurants as much this year and offers site visitors some meal inspiration to encourage them to shop:
V-day isn’t all flowers and chocolates – in fact, it’s a great opportunity to promote products that aren’t the typical ‘norm’ on this holiday but can be just as relevant for your customees. For example, Skinnydip London cleverly displays a homepage banner promoting the new Disney in Love collection:
Curious to learn the secrets behind Skinnydip’s success? Read our case study to discover the automated strategy that drives 16% higher AVV and an 8x ROI for the brand.
Tip #2: Create Helpful Gift Guides
Valentine’s Day can be an especially stressful day. You want to make a big impression for your special someone, but buying the right gift can be difficult. Whereas in past years, you could just reserve a table at the fancy restaurant downtown or pop into a store for a last-minuet gift idea. Nowadays, prepping for the holiday means not only finding the perfect gift online, but also making sure you’ve placed your order in time to surprise your special someone on the 14th…
Make the buying decisions easier for your customers by providing them with a helpful gift guide. In addition, leverage the products in this guide further by offer additional products that pair well with what the customer is viewing (such as a bag to pair with an outfit or a high-quality wine paired to pair with a main course).
After clicking on Donald Russell’s homepage banner from our last tip, we’re led to a variety of Valentine’s Day meal options. In the Product Detail Page shown below, you’ll notice that Donald Russell offers complementary product recommendations of side dishes that pair well with the customer’s selected main dish. Dynamic product bundling is a clever way to increase product discovery and average order value:
Of course, the key to offering a relevant gift guide is to know your audience and who they’re shopping for. That leads us to our next tip…
Tip #3: Map Your Segments Ahead of Time
Valentine’s Day isn’t just the day to make your special someone feel appeciated, it’s also the day to make your customers feel special! The best way to do that is by making their shopping experiences as personalized as possible.
This, of course, starts with segmenting your shoppers. On Valentine’s Day, the most common way to segment is by gift recipient – creating ‘gifts for him/her’ the way Smythson displays them on their navigation menu:
However, the same way the holiday isn’t limited to overpriced bouquets and the last box of chocolates at the grocery store, it can also be about recognizing someone other than a spouse or partner. For example:
- Gifts for friends (Galentines Day is actually a thing and it’s celebrated the day before V-day!)
- Gifts for mom/dad
- Gifts for children
Once you’ve mapped out the segments you want to create, you can move on to Valentine’s Day-themed email marketing campaigns for these segments using unique UTM tagging for each one. These links should then lead to a gift guide relevant to that shopper’s segment.
Beyond gift recipient, another idea is to create a segment of customers who haven’t completed a purchase during your Valentine’s Day campaign. Then, a few of days before the holiday (when there’s not enough time to complete an order and receive the shipment on time) send a reminder email to these customers offering them electronic gift cards. This way, those last-minute shoppers won’t stay empty-handed.
Want to make the most of your segmentation efforts year-round? Check out our top 4 tips to driving conversion with ecommerce customer segmentation.
Tip 4: Offer Free Shipping and Extra Perks
As your significant other might say, sometimes it’s the little things that make the biggest difference. After you’ve seduced your customers into your webstore with your gift guides and sales, increase your average order value by offering free shipping with a minimum purchase price.
Additionally, you’ll want to make the Valentines Day gift hunt as stress-free as possible – and by doing so, your customers will thank you with their loyalty. White glove customer service always leaves a good impression, so offer your customers free gift wrapping to show a little extra love.
How to Get Started With Your Ecommerce Valentine’s Day Strategy
These are just a few of the many ways you can attract more shoppers on the most romantic day of the year. If you’re already using Nosto, reach out to your Customer Success Manager for more insights on additional strategies you can implement ahead of February 14th.
Eager to kick off a new personalization strategy with Nosto in 2021? Request a demo with us and we’ll help you find solutions to your specific growth goals.