5 tips DTC brands can implement to improve vacation sales


When consumers buy from a physical store, the retailer gets valuable information about them. As they move online, similar data information can be gleaned through the “digital shelf”.

PriceSpider identifies the digital shelf as a “collection of digital experiences that consumers use to find, discover, compare and buy products.” This includes everything from search engines and product pages to your website and other online content.

Essentially, direct-to-consumer brands that leverage the data obtained from the digital shelf can see their sales and engagement with customers increase. Sean Reiter, Marketing Director of PriceSpider, which provides branded commerce solutions for some of the world’s biggest brands including KraftHeinz, Mattel, P&G, Samsung and Roku, gave Modern Shipper readers five tips on how they can improve their vacation sales through data collection.

If your vacation products – toys, electronics, slippers, kitchen appliances – don’t appear on the first page of search results, they might as well be invisible. As far as consumers are concerned, they do not exist. Retailer search results are the first lines of the digital shelf and where you need to start.

2. Use digital shelf analysis on competitor inventory

If you’re equipped to know when a popular vacation item is out of stock with your competitor, you have the opportunity to jump right into their brand research. As soon as their product is no longer available at a retailer, double the ads. Now when customers search for that competitor by name and find that it is out of stock, your brand emerges as the best alternative.

3. Provide more than one purchasing method

Different purchasing methods appeal to different people under different circumstances. Some consumers have such a strong preference that they will actively research and prioritize brands and stores that facilitate them. If you don’t have the resources and infrastructure to deliver certain preferences in your direct-to-consumer store, partnering with retailers who can.

4. Make each point of contact “purchasable”

Using shopping technology, such as Where to Buy from PriceSpider, allows every possible customer touchpoint to become a point of purchase, increasing holiday sales. These tools integrate with any medium and open up an easy purchasing path. Dragging or clicking on a social post, email, event link, blog link, video, or display ad can take the buyer to any number of places, including the branded product detail, a landing page where to buy to compare prices, or even a specific retailer where the product can be added to the cart with one click.

5. Use the same language as your customers

The categories that consumers seek may not always correspond perfectly to the categories with which your business partners allow you to label your products. Consumers can search for specific types of shirts, speakers, or pencils, but the retailer can use broader product categories. To ensure your products appear in search results, your titles should include terms that your customers use to find products like yours.

Click for more articles from Brian Straight.

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