Valentine’s Day spending is a multi-billion Pound market, and with customers increasingly shifting to online shopping, V-Day could mean a massive boost to ecommerce for retailers who will be prepared.
Love is a great motivator for spending, as people choose to express their emotions with flowers, a card, or a gift. But it is important that online retailers comprehend not only why people shop, but also when and how, in order to capture their custom and hearts.
According to recent consumer data collected over a couple of years, Valentine’s Day activity reaches peak between February 11th and 13th. Proper understanding of shopper behaviour patterns in the days leading to a major single-day event can give online retailers the power to optimise their businesses for massive traffic, conversions, and repeat visits.
Show some love to your feeds
Among the must-do’s for V-Day is sprinkling some love on your data feeds. For instance, you can take this opportunity to specially package products or sell combinations of products and also include relevant phrases like “Valentine Special” or “Valentine’s Day” in the description.
In addition to this, you should stick to the basics of your ecommerce store and top search engine. If you’re selling on Amazon, you must follow the listing requirements; and for higher ranking in search-results on Google and Bing PLAs, you must refresh often.
That said, Google recently announced updates to its Shopping Feed attributes. Google claims that these updates are improvements developed from data that was provided to them by merchants over the last 12 months.
Here are the updates:
1. A strong recommendation that mobile device users be served with a landing page that is optimised for the mobile experience. Google allows merchants to create a mobile-specific landing page through the ‘mobile link’ attribute.
2. Custom product bundles – these are dependent on the nature of the business and must be identified so the bundle can be displayed properly, such as a card + flower + teddy bundle. The bundle can be easily specified by the merchant using the ‘is bundle’ attribute.
3. The entry of “apparel attributes” that allow merchants to create more detailed apparel product descriptions, such as size and age groups
4. Simplification of the item availability function so it is more obvious for the user whether a product or service is available or not. This means that the ‘available for order’ item status won’t be available any more. Instead, all available products will be marked as ‘in stock’. In addition, merchants can use the ‘availability date’ attribute to inform shoppers when to expect pre-ordered items to arrive.
5. There are now character limits for each attribute to ensure that product information is properly displayed at all times. Attribute submissions that do not adhere to character limits can be disapproved.
Google also made recommendations regarding image quality on landing pages, stating that images taken on light-hued backgrounds (such as white or grey) are in a better position to draw the user’s attention to the image due to good product visibility on different devices.
These rules have been in place since September 30, so merchants who have already adjusted to the new format requirements may have a better chance at getting more sales this Valentine.