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Father's Day Shopping: Three Ways to Capture Online Shoppers' Attention and Wallet Share Right Now

By Sheila Collins

NRF.com, posted June 3, 2014

Socks and ties are Father’s Day gift staples, but this year’s online shopper has a more extensive buying list in mind for Dad. According to NRF and Shop.org’s Father’s Day survey conducted by Prosper Insights & Analytics, online consumers plan to spend 27 percent more this year than last. Budgets for online shoppers come in at an average of $163, or $42 more than overall consumers.

While two-thirds of online shoppers plan to buy greeting cards, almost half anticipate treating Dad to a special outing such as brunch or dinner (49%), as well as springing for clothing (48%) and gift cards (45%). Consumer electronics, sporting goods, books and media, tools, appliances and personal care items are also on shopping lists. 

Mobile devices are part and parcel of Father’s Day this year. For example, two out of five smartphone owners shopping online anticipate using the device to research products and compare prices (among tablet owners, it’s closer to half). 

As online Father’s Day shopping starts in earnest this week, we asked three Shop.org members to share top tips for retailers to make the most of this event.

WANT TO INCREASE ENGAGEMENT, TIME ON PAGE, AND CONVERSION ON YOUR FATHER'S DAY LANDING PAGES?

Invodo Chief Marketing Officer Russ Somer recommends including video in campaign landing pages: 

“Execute in time for the holiday by keeping it simple. Your landing pages for Father’s Day campaigns probably feature popular gift ideas for Dad – and you may have product videos for some of those products. Add the video to the campaign landing pages just as you’ve already added it to your product or category pages.” 

HOW DO YOU CONTINUE THE CONVERSATION WITH ONLINE SHOPPERS WHO SHOW INTEREST?

Rimm-Kaufman Group Executive Vice President of Marketing Strategy Ryan Gibsonsuggests using search retargeting:

“Conversion rates for products that are gifted to dads will increase as we approach the holiday. Evaluate your pay-per-click data from previous years to identify the products and categories that perform best. Proactively push bids on those search terms to capitalize on the increase.  Consider tagging Father’s Day product pages for search retargeting.  Push bids for those searchers who have previously viewed those Father’s Day products but don’t convert.  In all cases, remember to reduce bids back to normal levels once you pass the shipping cutoff for the gift to arrive in time for Father’s Day.”

SO, YOU’VE SENT THE FATHER’S DAY EMAIL PROMOTION TO YOUR SUBSCRIBERS. NOW WHAT?

Listrak CEO Ross Kramer recommends complementing email campaigns with Facebook promotion:

“Retailers should leverage their email subscriber lists using Facebook Custom Audiences. Say you’re promoting Father’s Day gifts to the busy mother buying Dad a gift from the kids. In addition to sending your Father’s Day emails, upload your email list to Facebook and allow Facebook Custom Audiences to further shape it so you can retarget a particular segment – for example, females ages 25-45 – with a Father’s Day ad.“ 

The full results of the 2014 Father’s Day consumer survey are available online: View the press release or check out the Retail Insight Center.

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