Father’s Day is one of the many ‘special’ days in the marketing year. In 2021 Australians coughed up around $800 million on Father’s Day*. Popular items included alcohol and food, gift cards, clothing and shoes, books, music, DVDs and games, and tools, hardware and gardening. Way to go Dad!

If the last few years are anything to go by, retailers can expect one in three Father’s Day gifts to be purchased online this Father’s Day, Sunday 4 September. For eCommerce marketers, Dad’s big day is a chance to pull out all the stops by implementing an epic Father’s Day marketing campaign.

The growing global online retail audience and shifting consumer expectations can make coming up with Father’s Day campaigns a challenge. How do you stand out from the crowd and turn browsers into customers? 

A little planning now will help make sure you’re ready for the big day. We’ve pulled together some expert tips to make your Father’s Day planning a breeze. 

1 – Showcase gift ideas

Buying a gift for Dad is never easy. Around 30% of consumers look for gift ideas on eCommerce websites. Using inspiration galleries and product recommendations, you can showcase your products and provide personalised value for your customers. 

Whether you serve up a full gift guide or a list of bestsellers dads will love, taking the burden off your audience is the key. Remember, the less hassle there is, the more likely they are to make a purchase.

2 – Offer gift option bundles

Fathers come in all shapes, ages and sizes with unique personalities, hobbies, and lifestyles. Bundling related items can help the buyer to select gifts – a win for customer satisfaction and sales.

For example, why not create different segments to suggest gifts for dads who are athletic, handymen, adventure-seekers, artistic, fashionable, or love to cook? 

3 – Build urgency

Build excitement and urgency to prepare your customers for Father’s Day. Start by reminding them that the date of Father’s Day is near and then encourage them to get in early now. Set up dynamic content like countdown timers and reminders for carts that haven’t checked out.  

Don’t forget to add your delivery times to avoid disappointment and consider offering a bonus like free shipping for early bird purchasers.

4 – Deliver a consistent customer journey

It’s crucial to give the best shopping experience so that customers choose your website instead of your competitors’. Make sure your advertising, direct communications landing pages and website have a consistent message, look and feel. This will help make the journey from interest to purchase seamless. Awesome products, an expertly conceived marketing campaign, beautifully designed website, and speedy, reliable delivery system are essential. However, they won’t mean anything if the customer struggles at the checkout. 

5 – Make payment effortless

One of the last things some people think about when setting up a business or campaign is the payment-out process. If it’s slow, risky or difficult to use, you’ve lost the sale. Engage with a payments expert like Eway so that your customers’ journey – from first contact to checkout and delivery – is as smooth as possible. 

We provide everything you need to start taking payments for your business. With out-of-the-box payment solutions to suit almost every industry or business, we work hard to ensure your payments just work! We also understand that payments can be complicated, so our dedicated local team of experts are here to help you every step of the way.

Bonus tip! Protect your business from fraud

So, your marketing plan has gone gangbusters and your team is run off their feet fulfilling orders. That’s fantastic! With increased transactions and activity comes the increased risk of missing vital queues that customers may not be all they seem. Ezidebit can help you keep an eye on things when you don’t have the time to. We offer a number of security and payment card industry (PCI) compliance solutions to protect your business from fraud and cyber attack. Plus, your customers can be confident their personal and payment card data has been treated in the safest way possible.

If you’re ready to concentrate on sales this Father’s Day, let us help by taking care of the payments while you take care of your customers. 

Effortless online payments. Yes way.

Discover more about Eway payments and how we can personalise our services to meet your unique needs. Contact us today.

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