[CS] Christmas e-commerce: how to handle the hustle and bustle of the festive season?

What are your customers’ expectations during the Christmas season?

Customer expectations are significantly higher during the Christmas season than the rest of the year. Let’s summarise them in three key points:

1. Optimised customer experience
   The order and payment process needs to be as smooth as possible. This means you should check the speed of your site and its ability to handle large numbers of visitors at the same time.
2. Security first
   When shopping online this Christmas, customers expect security of their data and brand reliability. Emphasise the credibility of your online store with reviews from satisfied customers and clearly communicate your company’s commitment.
3. Fast delivery
   Some customers make last-minute purchases and expect gifts to arrive on time. Prepare your logistics processes to handle this onslaught.

How to prepare your e-shop for the Christmas season?

Start by taking care of your “shop window” – your website.

1. Optimising the user experience
   Make sure your website is responsive and easy to use on mobile devices. Enable intuitive transitions between product pages, easy access to your cart, and a smooth checkout process. These elements can significantly increase conversion rates.
2. Diverse payment methods
   Offer customers the option to pay by card, via PayPal or even in installments.
3. Personalize your offer
   Customize your product display based on whether they are returning customers or new visitors. Offer relevant product recommendations (e.g. cross-selling) based on the items in the cart.
4. Cross-channel marketing strategy
   Invest in SEO, engage social media, online marketplaces and email campaigns. Take inspiration from competitors and apply their best practices.

How to prepare your e-commerce logistics for the Christmas rush?

A perfectly functioning e-shop is not enough. Preparing your logistics processes is also key:

1. Taking care of stock
   • Estimate the demand for popular products in advance to avoid selling out.
   • Arrange with suppliers for timely delivery of needed goods.
   • Prepare back-up stocks of best-selling products.
2. Return policy
   • Offer free returns.
   • Extend the return period to avoid overwhelming your supply chain.
   • Use packaging designed for return shipping to facilitate the return process.
3. Efficient warehouse organisation
   • Optimise workstations and packing tables.
   • Equip your warehouse with the right handling equipment, such as order preparation trolleys.
   • Train employees to prepare shipments efficiently.
4. Carefully designed packaging
   • Use easy-to-open packaging, such as tear-off tapes.
   • Add small gifts or personal messages to packages.
   • Invest in personalised packaging with a logo or Christmas theme. For example, you can check out our article on Christmas packaging.

How to handle last minute orders?

1. Fast delivery methods
   • Offer express shipping (24-48 hours).
   • Provide a variety of delivery options: home, drop-off points or self-service boxes.
2. Efficient packaging for small parcels
   • For smaller products, use flat boxes, bubble envelopes or postal packaging. This will reduce delivery times and the ecological footprint.
3. Time-saving packaging
   • Use packaging with quick assembly, integrated padding or self-adhesive tapes.