10-21-2006, 09:28 AM
Quote:
Keep an extra close eye on your paid search efforts during your busy season, suggested Brad Wolansky, director, e-commerce for outdoor gear and apparel cataloger/retailer The Orvis Co. With inventory status changing so quickly during the holidays, your search feeds and programs could end up bidding on terms for products that you no longer have in stock something that he admitted occasionally happened at Orvis.
* Make sure your marketing plan is day by day, rather than week by week or month by month, Danziger said. This way you can spot and react to any problems much more quickly.
* If you offer gift-wrapping, show what it looks like on your site and in your catalog.
* Think about what marketing messages you have out there year-round and whether you should back off on them during your peak season, Shaffer said. For instance, if you normally offer a lowest-price guarantee, you might be wise to drop it during the holidays, when price isn't as significant a driver. As Danziger noted, as the holidays get closer, price is less important than ensuring that the present will get there and that it's the right present.
full article: http://multichannelmerchant.com/holiday_..._10012006/