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.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.