Valentine’s Day isn’t all blissful romance and spontaneous displays of affection. For panicked gift-buyers, the run-up to February 14th can be filled with stress with Valentine’s merchandising. How much should they spend? What brand should they buy? Which color should they choose? As an online retailer, anything you can do to ease this experience and simplify the selection process will earn you a grateful, repeat customer.
Keep reading to find out how you can deliver a Valentine’s shopping experience that customers will fall in love with.
4 tips for an irresistible Valentine’s shopping experience
Follow these four merchandising tips to streamline the gift-buying journey for your customers this Valentine’s Day.
1. Curate a show-stopping gift guide
Sometimes, shopping for the one person we know better than anyone else can be surprisingly difficult. Finding a gift that reflects a loved one’s specific preferences is often made more challenging when shoppers are on an unfamiliar site researching products they do not buy for themselves. This is where a gift guide comes in.
Curate your most Valentine’s-friendly products on a dedicated category page. Merchandise that page with a romantic aesthetic and make it easy for customers to navigate their way to the perfect result. Use badges to highlight bestsellers or top picks for uncertain shoppers. Filters for fast shipping or in-store pickup options are another good idea for last-minute purchases. Any finishing touches you can put on this page to quickly surface relevant products will translate into easier conversions. Plus, a well-executed gift guide can form the basis of your entire Valentine’s marketing campaign, giving you the perfect landing page to link to from email communications, social media, and more.
2. Offer product finders for the perfect match
Product finders offer a slightly different method for uncovering the perfect gift, but the results are essentially the same. By asking shoppers a series of questions – who they are buying for, what styles they like, what their favorite color is, what budget they have, etc. – you can guide them directly to a relevant set of results. This approach is just one way of replicating the in-store assistance that many Valentine’s shoppers would be offered at a brick-and-mortar store.
Gift finder tools can be particularly useful for sites that sell jewelry or beauty products, for example. Again, a lack of product familiarity when shopping for someone else can be a serious obstacle in the path to purchase – especially when the gift recipient probably has very specific preferences. Don’t force these potentially confused shoppers to navigate unknown categories and product terminology when you can refine their search and do the heavy lifting for them.