Planning Christmas 2020: what to focus on in August and September

As we already said, we have decided to expand the month-by-month planning for the 2020 Christmas campaign that we outlined in a previous post with specific strategies for August and September. 

With these specific tips you can have everything you need ready to avoid being on the "bad boys list" in the Christmas campaign. 

This time, we will focus on the part of summer itself, the months most dedicated to vacations which, at the same time, are the ones that allow us to pause for reflection and strategy. 

I know that we insist a lot on this, but it is important to take advantage of these slower impasses to prepare the most demanding campaigns, the demanding periods in which you hardly have time to breathe. 

You will see that if you do your homework early, you will not be so worried when the peak arrives. You will be more productive and you will obtain better results at conversion level at Christmas and, with this, you will improve your profitability. 

Let's see how to prepare Christmas planning in August and September.

Yes, we have already looked at the calendar and we know that August is over .In any case, these tips are not exclusive to 2020: they will work for any year (even a more standard one without pandemics such as coronavirus and the challenges that it brings). 

In addition, what I am going to ask you now is so important that, if you have not done it already, you will have to find a slot for it in the coming weeks. 

For us, August is the month of user experience and usability. Why? Well, because acquisition, by one method or another, is going to take place. 

What happens is that if your page is not optimized for people and you give them a bad experience, all that effort for acquisition translates into wasted money (or not as used as it should).

To have an optimized eCommerce at the UX level, you must pay attention to how things like: 

To sum up the things you must do in August, the idea you should keep is that you have to adjust everything at a technical or accessibility level. Optimize images? Review the copywriting of the product sheets? 

In September, we will continue to have the user at the center of planning for Christmas 2020 campaign. What happens is that we are going to do it from another less operational and more strategic point of view. 

You never know enough about user. The more we investigate, the better, because this will be the way to create more efficient campaigns and, in an indirect way, we will enhance everything that has to do with the experience. After all, only by knowing who we are talking to can we establish effective and persuasive communication. 

In September you should focus on some tasks such as: