...TO LATE!!!
As most (hopefully ALL) retailers know Easter is the second most important trading time after Christmas!
However - how many retailers were ready for this Easter ?? - because this Easter is going to be tough ride...
Most retailers will have planned Xmas >> Winter Sale >> Easter - roughly in that order - base their orders and campaigns based on some great business intelligence, their business systems will have given them the last 3 years data on this period, their campaign trackers will let them know how successful their ads and marketing was (and importantly what didn't work) so more of the same of the good stuff, STOP the poor performers - Buyers already have purchased based on these facts and all that is left to do is to walk your store - real and virtual to be sure that stock, pricing, messages,offers and all the cross-sell and up-sell items are linked together in one cohesive experience.
If you planned during Xmas - you may well have had a rather talented company :) designed a rich internet application (RIA) to enhance your website and users experience and make their shopping experience even more fun and interactive - that could also increase the basket conversion and value. This would have been carried out during Xmas Trading - tested during Winter Sale and now LIVE during Easter!! - If your reading this now, and have yet to deploy your RIA - then again your too late...
Is that it???
Hell no - look at the current financial climate that is currently clouding over the UK - doom and gloom everywhere!
So there is a final element that any good business guru would tell any retailer or e-tailer review your past years transactions across Easter - and plan for it depending on the current financial climate:
an example...
I own a Video Games store - I know that the kids are off and I have a great release schedule - however when I planned with my buyers there was a slight murmur of financial instability - so was cautious on my stock levels - however I may have planned the typical games family to purchase 2 -3 full price games during the Easter break - but now I react by ensuring that I cross merchandise some final markdown or sale items - or smaller ticket items that mean that instead of losing 2 potential full price sales - and react in an agile and flexible manner throughout the trading period.
Big or Small every company can do this as long as you have the right information when you want it, how you want it and use it correctly - then you will ride any uncertainty (also read my previous blog / rant about keeping up your appearance and ensuring that you are giving the right appearance to your customers and potential customers)
If not and all this seems a bit too far - or your getting the wrong data, bad data, corrupt data or no data at all - then... STOP! Pick up the phone, give us a call or drop us an email - we have a huge wealth of talented boys and girls that will get you back on track - all set for Xmas 2008!
If you already do all that - great - now get on with your Christmas planning :)