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Is your Retailing Website Ready for Christmas?
#1 Posted : Wednesday, August 10, 2011 1:51:41 PM(UTC)

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Originally posted at http://www.lingerieinsight.com.

Smart-etail.com director Andrea Hart talks about how online retailers should be preparing for Christmas.

Christmas might appear to be a months away, but if you are a website owner then August is the time to start planning ahead for the most important trading period of the year. If your website is there to compliment a shop or another business then it is even more important to have a plan in place. Running any two ventures alongside each other is no mean feat, so having a strategy is key.

So here are a few ‘hints and tips’ to make sure your season runs smoothly (apologies to any of you where the phrase ‘grandmother sucking eggs’ applies).

Start loading all your Autumn/Winter products onto your content management system now, if you haven’t already, plus all product images. If you’re shooting the products yourselves, hopefully your shoot will have taken place. If not, organise it ASAP. It takes more time to select, Photoshop and crop images, so this has to be allowed for in the schedule. If you’re using supplier images (they spend a fortune on their brand images that few of us can afford, so why not utilise them), request the images now so they are ready.

Write all the product descriptions, using the key features and details from supplier pricelists to help you. Ensure they are accurate and are a true representation of the item that you are trying to sell.

Create new content pages within your CMS for product features and promotions leading up to Christmas. These can be based on gifting themes, or new product and brand launches. Exclusives to your website always catch the eye of customers, so make sure you feature these too. By preparing these early saves time later, they can easily be updated in season but the bulk of the work is done.

The crucial element is using keywords and phrases within the written content of these pages. Do your homework on search words and phrases; it is well worth the effort in the long term. Also, the good news is, whilst the products and pages are sitting behind the scenes ready to be launched, they are also being indexed and more importantly ranked by Google, so when the Christmas season begins this will greatly improve your website’s rankings and the potential for gaining itional sales.

Choose key images and products that will enhance your homepage, blog entries and newsletters throughout the season. These can also be used for affiliate banners and press releases which again need to be produced and sent out now if they are to be featured for Christmas.

The main thing to remember is the importance of not only creating content pages but also maintaining them in order to capture your website’s product offering; Social networking, plus daily blogging, have now also become a must if you want to get noticed – but then that is a feature for another day...
#2 Posted : Sunday, October 27, 2013 4:36:29 PM(UTC)

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#3 Posted : Monday, December 02, 2013 2:46:46 PM(UTC)

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