The holiday season is well-known for being a critical time in the retail industry, but it’s also the ideal time for brands of all sizes and sectors to experiment with digital. In 2017, several brands capitalized on the holidays as a time to increase search visibility and boost promotions. However, they missed the mark when it came to digital communication, according to L2’s holiday retail report.

Though several retailers offered gift cards to procrastinators, few brands sent emails to customers in the final days leading up to Christmas to remind them of gift card availability — a missed opportunity for brands that could have otherwise successfully connected with last-minute shoppers.┬áCabela’s, Harbor Freight, and Walgreens all fell short by not offering digital delivery of gift cards.

Furthermore, while more than 80% of brands explicitly stated order deadlines on their websites, less than 60% listed this information on their homepage and even fewer made it immediately visible above the fold. This crucial aspect of holiday shopping can disappoint buyers, especially since consumers spend more than a third of their budgets after December 12. By neglecting to capitalize on digital communication, brands compromise the success of otherwise solid holiday strategies.

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