holiday season marketing

Kids may not be permitted to sit on Santa’s lap this year but with more people browsing and shopping online these days, brands need to be tech-ready for the holiday season in spite of uncertainty over what it might look like because of the pandemic. Here’s a look at the important tech tools brands should invest in and employ, if they’re not already in use.


Buy online and pick up in store or curbside are the highest priorities for its clients, according to eCommerce consultancy company FirForCommerce. The firm reported that most of their clients see buying or reserving online and subsequently picking up the item at the store or curbside as important to their holiday season success.
Brands with existing platforms that have these capabilities have the option of turning it on for all their products or focusing on the best-sellers. Consideration might also be given to centering the program around pre-wrapped holiday gifts. Yet another option could be to partner with a third-party pick-up and delivery service like Instacart or Shipt.

Seasonal Tune-Up

Nothing’s more frustrating to consumers than visiting a brand’s website that’s super slow or times out. High volume during the season can intensify that and brands would be wise to avert the possibility by giving their site a tune-up before the holiday crunch.
For starters, brands should remove old data like infrequently visited videos and photo galleries. Work with a content delivery or content distribution network to minimize bottlenecks, and speed up page loads and videos on both the brand’s webpage and mobile sites.


Customers who can quickly find what they’re looking for or get answers to their questions right away are more likely to complete their purchases. Live chat and chatbots are extremely helpful in assisting customers. The key is understanding what’s needed and what would work best with the brand, and employing one or a combination of both.
What’s also popular and helpful are user-generated Q&As to hasten responses and engage consumers. Using past queries to help shape content can be invaluable. Chatbots have also been beneficial in providing shipping and delivery information.

Trigger-Based Emails

To stay ahead of the competition, the most fitting messages at the most advantageous times are important. Working with the brand’s email provider, set up triggers based on desired customer actions. Another option is to perform A/B testing after identifying omnichannel segments.

Back in Stock

At the height of the pandemic, many items like toilet tissue and paper towels were out of stock. Brands with popular products could employ “back in stock” notices to grab consumer attention and inform them of the availability. It also serves to reincite demand for popular products.

Top Tech Picks for Q1 2021

Brands wishing to get ahead of the curve and a jump on the new year may also consider investing in five tech picks FitForCommerce is recommending for 2021. The platforms and programs assist in five areas – personalization, enhanced site search, alternative payments, auto-ship/replenishment, and ADA compliance.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.