In the online retail world, the dust doesn’t quite settle on Holiday until the January sales are over. That said, the intensity pales in comparison to the 6 weeks between Thanksgiving and Christmas. January is somewhat of a roller coaster month in which priorities shift between sales and introducing Resort and/or Spring merchandise. It has also always been a tricky time with paid search, in particular, in that advertising discounted merchandise can often lead to strong conversion rates while yielding AOVs so low that achieving P&L goals is tricky.
Once January has passed and Holiday is finally actually over, February is the time to reset the agenda and start moving toward rolling out new ecommerce priorities. Often this entails assessing partners and vendors and determining whether or not it’s the right time to consider making a change. Continue reading