Unlocking Christmas Campaign Secrets: What You Need to Know

Expert Insights on E-commerce Strategy Optimization

The holiday season presents a significant opportunity for e-commerce businesses to generate substantial revenue, with up to 60% of annual sales concentrated during this period. However, it also poses a challenge for professionals in the sector to optimize their sales and distribution strategies to capture consumer attention and maximize conversions.

Key Takeaways from the Intechlligent: E-Commerce Summit & Trade Show

The online event, organized by Data Seekers, brought together big e-commerce brands to discuss the biggest unknowns in the sector. The table discussion on “Innovation and Strategy in E-Commerce: Keys to Success in Pricing and Distribution” highlighted critical topics such as price management, product distribution, and the preparation of key sales campaigns like Black Friday and Christmas.

High-level professionals shared their insights, emphasizing the importance of advance planning for the Christmas campaign. Lorena González, Senior Manager Digital Operations EMEA at Mattel, stated that “Christmas is the most crucial season for Mattel.” Víctor de la Fuente, Global eCommerce Digital Shelf Lead and Retail Digital Media at Nestlé, commented that the timing and preparation of these campaigns are crucial, as they represent approximately 40% of the year for retailers.

Technical Approach to Pricing Strategy

Curro Pavón, Chief Technology Officer of Data Seekers, emphasized the need to have a well-defined pricing strategy prior to key seasons like Christmas. “Each sector has its own KPIs, and these can vary depending on whether it is measured on Amazon or another retailer. Knowing the specific needs of each brand is key to making informed decisions,” explained Curro. María Suárez, eCommerce Manager at Kimberly Clark, joined in, advocating the importance of diversifying sales and not depending exclusively on Amazon as the only channel.

The event served as a meeting point for over 250 professionals and experts from the e-commerce sector, highlighting the importance of a well-planned strategy in ensuring a satisfactory shopping experience and maximizing conversions.