ChannelAdvisor expert Zoe Ripley talks festive digital marketing.

ChannelAdvisor international marketing director Zoe Ripley explains how jewellery retailers can make the most of digital marketing and social media to boost Christmas sales this year. 

Over the years, many consumers have started associating big brands’ Christmas adverts with the ‘official’ start to the festive season. Each year the nation eagerly awaits the Christmas adverts from the likes of M&S, Boots and supermarket giants such as Waitrose and Sainsbury’s. Possibly the most anticipated Christmas advert of all is that of John Lewis.


This year John Lewis created a £1 million video advertisement featuring a CGI-animated penguin. The retailer’s creative Christmas adverts, famous for tugging at the nation’s heartstrings, demonstrate the power of advertising as well as social and digital marketing initiatives that run alongside the advert. For example, last year’s Bear and the Hare received over 10 million views on YouTube.

It’s not just John Lewis that’s planning to maximise sales during the run-up to Christmas. A recent ChannelAdvisor survey revealed that 35% of UK retailers plan to increase their overall digital marketing and advertising budgets to increase their Christmas sales. The survey also revealed that 32% of UK retailers plan to launch new digital marketing initiatives this season.

For those retailers with more modest budgets, below are four tips to maximise your digital marketing budget to help boost your sales this Christmas:

Get on board with Google Shopping: Use some of your Christmas marketing budget and invest in Product Listing Ads (the ad format for Google Shopping) if you’ve never tried them before. Product Listing Ads provide you with an engaging platform to advertise your products, increasing the likelihood of driving quality traffic to your webstore. You can be as creative with your advertisements as you want, and retailers of all sizes get the chance to compete directly with big brands — perfect to help you get an edge on that Christmas competition.

Get festive with Pinterest: Since buyers referred by Pinterest are 10% more likely to follow through with a purchase compared with visitors from any other social networking site, consider setting up your own Pinterest Christmas gift guides. Break them down by budget, age group and gender. Use some of your marketing budget for a festive photography shoot, showing off your products in a Christmas setting. To help increase conversions, take a look at product Rich Pins, available through a Pinterest business account.

Get strategic with social: Use the festive season as an opportunity to increase your social following and drive traffic to your webstore. Try running your own 12 Days of Christmas giveaway on Twitter, or advertise seasonal product promotions through Facebook. Remember to note your social following before and after the campaign and monitor what worked well, such as which posts received the most Likes or retweets. This is valuable data that you can use when planning next year’s Christmas campaigns.

Delivery updates: For most consumers shopping online for Christmas presents, their biggest concern is that their products won’t arrive by Christmas Day. Use Facebook and Twitter to give order and delivery updates, such as ‘order today, expect to receive by X date.’ So why not give your creative marketing ideas a go this Christmas, who knows what you could achieve?


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