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ARTICLE
The end-of-year peak season is often the most important time of year for retailers. Advertising budgets get ramped up, and seasonal promotions get rolled out. But if advertisers want to capitalise on the seasonal opportunities, they have to react fast to ever-changing customer needs, especially in this dynamic landscape we live in.
The current environment has impacted people’s buying patterns. For example, last year there was a rise in unlikely categories and trends, from joggers to toilet paper. People’s needs have evolved, with 15% of search queries on Google never seen before1. Digital adoption has also accelerated, resulting in a substantial growth in online sales. While 30% of consumers believe that shopping experiences will never go back to the way they were2, new research from Euromonitor has found that 78% of purchases are still expected to be made in stores by 20243.
One thing’s for certain – in this dynamic retail environment, there are things you can do to successfully set up your end-of-year seasonal Shopping campaigns. Here are some key recommendations we've identified at Google Shopping (CSS).
Given the changing retail landscape we live in, and the importance of the end-of-year peak season for merchants and advertisers, choosing the right Shopping campaign strategy for big seasonal moments is fundamental for your business. To help you make the right choice, we have summarised our suggested strategies and actions in the four categories below:
A. Goal: Drive revenue and increase your ROAS performance
If you want to drive new customers during peak, try testing or using more automated bidding solutions such as Smart Shopping campaigns. These can help simplify and optimise your Shopping campaign management and expand your reach.
B. Goal: Manage your stock efficiently throughout the peak season
If you want to successfully manage your stock levels throughout the peak season, try these two recommended actions:
C. Goal: Target and win new customers during the peak season
If your goal is to drive new customers during the end-of-year peak season, you can:
D. Goal: Boost your brand awareness and visibility
If you want to ensure you’re maintaining market share and driving traffic to your website, try our suggested actions below:
After you select the right peak strategy for your Shopping campaigns, the next step will be to start planning for the peak season. To help you simplify an often challenging process, we’ve chosen three key topics to help you plan your next steps:
A. Tools and reports
The following tools can help you get a better understanding before you start your peak planning:
B. Feed
C. Automation
1 Think with Google, A snackable future retail report (2021).
2 Think with Google, Top digital marketing trends and predictions for 2021 (December 2020).
3 Think with Google, How physical stores can benefit from the surge in online shopping (September 2020).
This article was published by Google Shopping (CSS). Google Shopping is Google's CSS and a Premium CSS Partner.
