According to Rakuten Marketing, last year, Father’s Day was estimated to be worth £200 million to the UK commerce industry. And this only looks set to rise in 2015.
Sales have steadily been rising over the years – 69% in 2012 and 54% in 2013. What does this mean?
Clearly, as consumers we are splashing out more than ever before for the perfect Father’s Day gift.
So, what can retailers do to maximise success? As with any event, timing is key.
In 2014, early bird shoppers spent on average 20% more than “last minute shoppers” who searched for their gift in the week leading up to the big day. This means retailers need to start their campaigns early, but continue to provide last minute offers for the latecomers.
So, how do you impress shoppers this Father’s Day? Here are four ingredients to a successful campaign.
1. Tempting Father’s Day Deals and Curated Products
When it comes to Father’s Day shopping, consumers rarely have something specific in mind – so it’s important to inspire them with deals and curated content.
Even when shopping for gifts, the idea of making a saving is still appealing. Be sure to discount dad-friendly products – it’s a great way to group products together and makes the shopping experience easier.
Not only will a product collection become a great addition to your website, but it’s also a good reason to email customers – reminding them when Father’s Day actually is.
Interestingly, one of the most Googled phrases around Father’s Day is ‘When is Father’s Day?’ So, email your customers a week before to prompt them and provide some great ideas at the same time.
2. Think social
Image by Pixabay
Social media can help you get personal with shoppers this Father’s Day. Many popular campaigns centre on the nostalgic element of Father’s Day, by asking shoppers to share their favourite childhood memories.
For instance, last year, Notonthehighstreet launched a social media campaign to encourage dads to shares stories of special moments with their children, using the hash tag, #dadventures.
This was coupled with the ‘less ordinary dads’ ad, which aimed to reflect the unique range of personalised products on Notonthehighstreet.
3. Mobile-friendly shopping
Image by Pixabay
Following Google’s latest mobile-friendly update, creating a mobile-friendly site is no longer a nice extra, but a necessity.
Clunky websites, where the links are too small to click and you have to scroll horizontally, vertically and zoom in and out, are being pushed down the search results by Google.
And, of course, mobile-friendly websites are essential to provide your customers with a great shopping experience.
Even if shoppers eventually buy on their desktop or in-store, a lot of browsing happens while they’re on the train, at work or even while they’re walking down the high street.
4. Convenient delivery
Image by zaido
As many of your customers will leave Father’s Day shopping until the last week, ensuring you have convenient and speedy delivery services is essential.
Similar to Christmas, if you can’t convince shoppers that their purchase will arrive in time, they’ll switch to a competitor they trust more.
Make sure your delivery information is clear – and that you have plenty of convenient services, such as click & collect and next day delivery, ready to go.
Father’s Day is an event which is growing each year – so don’t miss out. It’s essential to get your multi-channel strategy right in order to capture your slice of the Father’s Day market.
What do you have planned this Father’s Day? Have you seen any good campaigns? Share your thoughts below.
Featured image: Pixabay