Christmas Bonus

It can be difficult to start thinking about how to plan for next year's holidays when Santa is still preparing for this year's big trip. But the secret to boosting next year's profits during the holiday shopping season is already revealing itself. Between now and the end of this year, retailers have opportunities each day to learn what is (and what is not) working. Daily Gems There is no need to reinvent the wheel and wait until the final quarter of next year to figure out whether the following holiday shopping season will be a winning one. There are many steps retailers can take right at this moment to enhance productivity and profitability next holiday season, as well as throughout the year. Here are some ideas to help you get started. Give your ecommerce a tune-up. Build your online presence. Selling online increases sales. According to Forrester , online retail sales are expected to top $334 billion by the end of 2015 and reach $480 billion within the next three to four years in the US alone. Information must be easy to retrieve. Too many clicks to get to the information quickly usually results in frustrated customers clicking off your site and heading to a competitor. Ideally, users should be able to access the information they are seeking in two clicks; more than three clicks will lead them to the competition. The takeaway: Determine what is working and where you can improve. Get feedback from customers. For example, encourage online visitors to leave comments. You will be able to build your contact list and also have the opportunity to engage one-on-one with customers by responding with a personalized message. Get Social. Using social media to engage shoppers cannot be overstated. Try participating on just several platforms to learn which ones work best for your business. In addition to Facebook and Twitter, you might want to try YouTube or Pinterest. Discover ideas and find inspiration by looking at what your competitors are doing in the social media space. Make sure you focus first on adding value. Use promotional posts and effective keywords. For example, Facebook offers retailers the ability to inexpensively promote business while also obtaining valuable analytics. You can learn more here . No matter which platform or tactic you use, the key is consistency. Keeping your posts fresh, relevant and conversational is a grand slam. Rather than thinking of your site as a portal to taking orders, think instead of your business as a partner who helps customers find what they are seeking. The takeaway: Interact with shoppers during this holiday to learn what they want and how you can improve your customer service. Ask for feedback, admit shortcomings and improve their shopping experience. Shipping. Evaluate your shipping needs by considering what you can do to reduce your costs and enhance your shoppers' experience. Service and delivery hiccups can be minimized with better planning and preparation. Figure out, in advance, when you need to set deadlines for standard shipping. Also, think about incorporating live-chat features for enhanced responsiveness to customers' needs. The takeaway: Use this year's analytics to determine your shipping needs and costs for the following year and try to negotiate with shippers for improved rates. The BOPIS advantage. Drive foot traffic from your website to your physical store by extending your competitive advantage with BOPIS (buy online, pick up in-store). This is one of the most powerful new frontiers for retailers of all sizes. Using a BOPIS promotion creates a good deal for the customer and usually results in more in-store purchasing once the shopper arrives in your brick-and-mortar store. With nearly 65 percent of customers using BOPIS options, smaller merchants need to learn how BOPIS capability will benefit them , and what affordable technologies are available. The takeaway: Continue to assess how to improve, expand or integrate BOPIS technology in your retail operations. Evaluate your inventory. Shoppers get frustrated when they see an item listed on your website and it is no longer in stock. Preparing long in advance will help ensure you have adequate inventory and make customers happy. Identify trending items that best fit your niche. There are many tools at your fingertips to help you including industry reports , google trends , Amazon (for retailers who are selling the same or similar items), and forums ,such as those on reddit.com . The takeaway: Start making a list of which items are the most popular and which are fading now, and continue to track trends throughout the coming year. A Happier New Year Following these simple steps can help fill your shoppers' sacks with a bounty of goodies. Investing time to review analytics into the coming year can lead the small retailer to an even merrier Christmas and a more robust bottom line when the holidays roll around even faster next year.