Christmas Came Early – Are Your Campaigns Ready?

Christmas campaigns

This holiday season will be another record-breaking moment for online sales, however with a cost-conscious customer, increasing prices, supply shortages, and logistical challenges this holiday season will also be layered with complexities.  Fighting for the consumer’s attention but most importantly dollars will be a real battle.  Here are some ways to stand out,  drive more traffic and increase sales.

Create Holiday Specific Landing Pages to support your campaigns

As a brand, just as you would in-stores, create specific areas on your website dedicated to holiday shopping. If done correctly, these pages can drive even more organic traffic to your sites. Having a good landing page can improve your conversion rates by up to 30%.  Developing specific Christmas pages that have the relevant keywords will also help drive a higher Google ranking.

Email Campaigns

Existing customers are 80% more likely to buy than new customers,  increasing the frequency of emails to your existing database over the holiday season will ensure that you get a higher response rate.  When setting up email campaigns using countdown timers for order and delivery cut-off dates, low stock alerts and holiday specials encourage customers to purchase.  Promoting sales early to capture attention and create engagement before the sale period begins.

Offer Click and Collect

Australia Post has already advised Australian shoppers not to leave their online purchases until the last minute because they may miss out on shipping deadlines if they don’t order them early enough. This sense of panic will drive customers to click and collect. Click and Collect has become increasingly popular among Australians who shop online. One out of three people who buy online choose to pick up their purchases at a physical location instead of having them delivered. However, half of these click-and-collect buyers end up purchasing even more products when they get to the actual retail store.

To read more, continue on the retail world magazine November issue page 22-23.

BIO

Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me.

Importance of getting digitally ready for Black Friday

The importance of getting digitally ready for black Friday sales

4 weeks until Black Friday. Are you ready?

Black Friday and the holidays, aka the busiest shopping times of the year, are slowly creeping up… I can not stress enough the importance of getting digitally ready for these key retail dates. I want you to optimise this Black Friday and holidays to increase sales and finish the year with a BANG 💥. The next quarter is the most critical time when most discretionary stores make up to two-thirds of their profits.  However, with a cost-conscious customer, increasing prices, supply shortages, and logistical challenges, this holiday season will also be layered with complexities. Fighting for the consumer’s attention but, most importantly, dollars will be a real battle. This is why optimising your website, and social is extremely important to be digitally ready for customers and sales.

Here are a few resources and tips to help with this; 

BIO

Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me.

Back to the future of retail

The future of retail

In the last 10 years retail has changed more than in the last 100 years. Of course no one could have predicted Covid, but some of the technological advances where already in the making. The question is, could retailers have been better prepared for the change in consumer behaviour? And, will we be better prepared for the next 10 years?

The year is 2012, February the 3rd, I was prepping for a “Futures of Retail” presentation for a hall full of retailers and shopping centre owners. Online spending was $12.8 Billion, mobile was around but showrooming dominated conversations – some retailers considered banning mobile phones in-store! Moreover, the race for digital transactions was on and social media platforms were still emerging. T-commerce was a term (Tablet Commerce), and mobile commerce was only just hitting the big time.

Here’s a look back at some of the key concepts…..

Ecommerce and Omnichannel

Amazon was making its mark. As a first mover it dominated the internet and retailers were beginning to realise the potential impact. Moreover, E-commerce plug-and-play platforms were emerging, and retailers were beginning to look at “off-the-shelf” technology to provide better customer experiences. Providing omnichannel solutions was (and still is) a buzz word. John Lewis’ were one of the first to offer what they deemed as an omnichannel solution; terminals were installed in John Lewis stores so that partners could assist shoppers with online purchases. Shoppers in John Lewis stores were encouraged through signage and later through QR code links to go online for information on extra product ranges, stock availability etc.

Focus on Mobile Commerce

Most brands were just starting to look at mobile as an opportunity, many didn’t have mobile optimised sites, and the few that did had a separate m-site (yes, two separate sites for your desktop and mobile – imagine?)
An extract from Forster – According to Forrester, there is evidence that applications and mobile sites do work, ‘consumers in Australia purchase an item every four seconds in Australia through eBay’s mobile apps’.Online retailers have been paying so much attention to getting online the traditional way, that the new methods of reaching the customer are passing by unnoticed.

IMAGE: Kmarts mobile site 2012

Personalisation is key

Personalistion was the hype both from a data perspective and a retailing perspective. Companies like Shoes of Prey had hit the market and retailers were increasingly looking at ways they could use technology to personalise both marketing and product.

Fast forward 10 years

To read more into the next 10 years, continue on the retail world September Issue, Page 24-25.

BIO

Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me.

Bridging the Gap: Bringing an E-commerce workshop to Remote Communities

I was honoured to run an E-commerce workshop with the outstanding First Nation founders of Make It Happen HQ (MIHHQ), Adele and Cara. We co-created a 2-day E-commerce workshop to assist the fantastic First Nation-owned businesses in Broome. This aligned with our mission to bridge the gap between remote communities and the digital landscape.

Digital Marketing for Remote Community – An E-commerce workshop  

I was excited to work with MIHHQ! It’s a beginning to my goal of working with First Nation businesses in remote communities and delivering digital education. My plans are offering participants opportunities via E-commerce workshops to learn and develop skills in a variety of areas fundamental to success in the e-commerce space. This includes:

  • Content creation.
  • Customer identification strategies.
  • SEO basics.
  • Marketing strategies.

In addition to assisting participants to develop and refine their familiarities with social media, platforms and plugins enabling them to better succeed in their e-commerce goals.

Read More HERE.

remote communities

BIO

Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me.

.au Domain Names

.Au domain names
auDA (the organisation that manages domain names in Australia) recently launched .au.  If for instance, your website is kellyslessor.com.au, you can now register for www.kellyslessor.au
 
According to auDA, the benefits include shorter, simpler more memorable domain names.  Of course, there is also an opportunity to make more money!
 
Businesses must register their domain before the 20th of September after that, it’s a free for all, which means anyone can buy your .au domain name.
 
This potentially opens your business up to some huge risks;  anyone can purchase your domain name and begin stealing traffic, impersonating your site, or demanding dollars. It’s impossible to determine how likely these are, but the unknown is enough for me to advise action…..The risks to your business include: 
  • Losing traffic and sales 
  • Being charged at a higher rate by someone who purchased your .au domain name before you.
  • Fraud
.au Domain Names

Count down to the 20th of September…

Days
Hours
Minutes
Seconds

How to purchase your .au domain name 

To purchase your .au domain name, go to your hosting provider, such as GoDaddy or whoever you use.  It costs roughly $12 per year. After purchasing your .au, you can either: 
  • Redirect it to your .com.au  OR 
  • Park it.

If you need any help/have any questions, just shout.

BIO

Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me.

Reduce your digital marketing costs | Retail World Magazine

reduce marketing costs

reduce your digital marketing costsUnderstanding your customer is key to reduce your digital marketing costs to drive sales and increasing the average order value. According to Hubspot, 42% of businesses do not know their customers. Understanding who your online customer is and what their motivations are provides the foundation for a successful and sustainable eCommerce strategy.

With the cost of acquisition in Australia and globally rising, paying Facebook, Google, or Tik Tok to target “everyone” is fast becoming an unsustainable and expensive digital marketing activity. The average cost to acquire a customer using online advertising is around $30. For most retailers with an average basket size of sub $100, this does not add up. Taking into account production costs, digital platform costs, and shipping, many retailers are losing money on their digital media spend. Knowing your customer reduces the cost of acquisition, increases the average basket size, and drives more in-store and online customers, who are more likely to buy.

At a time when customers are shopping around for the best deal, loyalty is at an all-time low. The costs of digital are escalating. Now is the time to focus on the customer and to review your customer to ensure you are still aligned.  In order to reduce your digital marketing costs.

Read the full article on how to reduce your digital marketing costs at the retail world magazine, page 20.

BIO

Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me. 

The power of social proof | Retail World Magazine

The power of social proof
Social Proof

Social proof is one of the most powerful tools retailers, and hospitality providers have at their disposal. When used correctly, it can help persuade potential buyers to make a purchase they may not have otherwise considered.

According to a study by Nielsen, 92% of people trust recommendations from friends and family over all other forms of advertising. With this in mind, it’s no wonder that social proof has become an important factor for online businesses.

Studies have shown that adding social proof elements such as trust seals or badges can also help build confidence for potential buyers.  In addition it  reduces shopping cart abandonment rates. By following these tips, retail and hospitality businesses can use social proof to boost their sales and increase profits.

Think of the last time you visited a new restaurant, beauty salon, or hairdresser or bought a pair of jeans from a brand you generally don’t buy from. What was the process you went through? 

If you are like most of the population, you probably searched on Google, read a few reviews, and then made your decision to buy a product or visit a venue.

Online reviews drive behaviour, conversions and revenue.  In fact, the average customer is willing to spend 31% more on a retailer that has excellent reviews.

Read the full article at the retail world magazine, page 14-15.

I was fortune to work with the retail world magazine and I will be contributing an article each month apart of their monthly magazine.

BIO

Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me. 

Discount codes and Exclusive deals | Sunrise

Discount codes and exclusive deals/ sales

Discount codes and Exclusive deals Sunrise

This video was originally published on Sunrise. Kelly Slessor talks about the demand for discount codes and exclusive deals while online shopping. 

2.5 million searches a month for discount codes and there is a current spike for these codes online. 50% start their shopping search online, retailers should take advantage of online discounts and exclusive deals. 

 Discover more in the sunrise video below.

Feel free to contact us for more information. 

discount codes

KELLY SLESSOR

Kelly Slessor is a digital expert and has built out eCommerce stores and digital marketing strategies globally for nearly 20 years. Working with multi-million dollar brands and one person bands.

She has shown hundreds of businesses how to get online and grow their revenue.

The Retail Edge was developed through the years of working with brands including Big W, Woolworths, Sainsburys, Gluestore, Showpo and many other small independent brands

Creating Your Story | The Global Human Intelligence podcast

Everyone has a story to tell and storytelling is important for business, personal life, connection and networking. 

One of the best parts about what I do is getting to hang with ridiculously smart people. I absolutely loved our conversation about technology, the importance of story-telling, and the diversity in technology. Love your work, Kiri-Maree Moore thanks for having me on the Global Human Intelligence Podcast.

Listen to our insightful podcast about creating your story HERE.

Connect with Kiri-Maree Moore on Linkedin and Facebook.

Kelly Slessor has been in retail and technology for 20 years and has worked with hundreds of retailers, from Woolworths to the local fishmongers, from Gluestore to hairdressers. She uses a proven methodology to grow your digital presence.

WHAT YOU’LL DISCOVER IN THIS EPISODE:

  • The importance of taking care of your physical health (03:32)
  • Technology and human intelligence (06:47)
  • Narrowing the gap between what we want and where we are (10:17)
  • Are online meetings as effective as face-to-face meetings? (12:08)
  • How to stay above the digital noise? (17:38)
  • Creating story as a brand (19:26)
  • Do the stories you create define you? (25:31)
  • Finding out who you want to grow and teach (28:51)
  • Navigating tricky conversations (33:34)
  • Woman discrimination in the corporate world (40:13)
  • How to be smart in the decision table (45:02)
  • What is the HR tickbox? (49:50)
  • Helping others to do better (54:44)
  • Having diversity and inclusivity in the decision table (57:39)
  • The greatest challenge that Kelly has faced (01:00:35)
  • Kelly’s takeaways (01:03:04)
KELLY SLESSOR

Kelly Slessor is a digital expert and has built out eCommerce stores and digital marketing strategies globally for nearly 20 years. Working with multi-million dollar brands and one person bands.

She has shown hundreds of businesses how to get online and grow their revenue.

The Retail Edge was developed through the years of working with brands including Big W, Woolworths, Sainsburys, Gluestore, Showpo and many other small independent brands

Do you know your Customer?

know who your customer is
Understanding your customer is absolutely key to driving growth in digital.  
 
Here’s how a lot of my conversations start……
RETAILER: “Kelly, can you help us drive more traffic and sales?”
ME: “Of course who is your customer?”
RETAILER: “Everyone from 18 – 65……..
ME: ️️️ Sigh….. 🫠 🥲 
 
Let me show you the math….
$100 spend on Facebook Ads per day
Targeting 18 – 65, all genders (21 million people) 
Average clicks to site = 500
Average conversion rate at 0.5% = 2.5 sales per day 
Average Basket Size = $60
Average return on ad spend (ROAS) = $150 
 
For every $1 you spend you are getting a $1.50 return  (take out all your costs, product costs, staff, and digital it means you are probably not breaking even!). Knowing your customer will reduce the cost of acquisition. Drive more customers both into store and online, who are more likely to buy!

Voice of the customer ️

Often we try to sell to customers what we have, instead of understanding what they want. We use our language, instead of their language. Talking to your customer in their voice creates greater connection and engagement and increases sales. To find their voice, look at your reviews. Listen to what people ask for in-store. Use their language on your website and across your social channels.

🗣️ "If you had some magic power and were able to discover exactly what customers are craving, and if you also knew how to produce their dream product at a low price, then you would be guaranteed to get rich! Therefore, capturing the exact Voice of the Customer is like striking gold." 

~Kai Yang, Author of Voice of the Customer: Capture and Analysis

EOFY Half Day Digital Strategy Session 

Building a sustainable Ecommerce growth strategy that drives conversions and revenue is an exercise that can take some retailers weeks, and months and in some cases doesn’t get completed.
 
Special offer, Shane Lenton, CIO of CUE Clothing Co and Founder of Unified Commerce and I will be running a half-day strategy session for retailers on the 28th of June at 9 am -12 pm. 
 
Shane has over 20 years of experience across a variety of industries including retail, finance, media and government with a track record of delivering industry-leading and awarded solutions.
 
Book into a half day planning session to get access to templates, tools, a framework and over 40 years of experience in growing digital.