3 Strategies for Sparking an Innovative Idea

This morning I received an email from the all-too-common name in my address book: Amazon. They emailed to tell me my auto-delivery for my household necessities was getting ready to ship and would arrive in a few days. Then at lunch, I was looking for medicine at Target and wondered if I could get it at Amazon. So I pulled out my phone, I scanned the product using my camera and found it for a lower price on auto-delivery. This afternoon, I needed a headphone stand for my home office and found one with 4.5 stars and hundreds of ratings, that delivered in a day. The day of my writing this, Prime Day, is expected to be one of the biggest days for eCommerce in 2019. It’s no secret, Amazon has the lock on the holistic eCommerce experience. From the selection and reviews to the prices and speedy shipping, Amazon wins on just about every “logical” eCommerce need.

While Amazon may not be the main competitor for many eCommerce merchants, I have rarely seen a type of product that one can not buy on Amazon. Yet, it is possible to be successful in eCommerce without offering blazing fast shipping or AI to identify medicine bottles or chairs. 

One great example is Away Travel. In 2015, Away launched with one thing—a coffee table book. Their dream to create stylish, functional, and easy-to-access luggage had been held up by production issues. They were trying to launch their first suitcase in time for the holiday season, yet they had no suitcases. So they decided to create a coffee table book that would include a gift card to redeem a suitcase. Stunningly, this coffee table book cost $225—the price of a suitcase. The team printed enough books for every suitcase they would have when they arrived.

The books were featured in Vogue magazine. Celebrities bought them. Suffice to say, the books were a massive hit. Most importantly, they sold out in three weeks. 

Now, just shy of five years later, Away is worth $1.4B.

Innovation is Knocking

I know what you’re thinking. “I don’t have an innovative suitcase to sell. I can’t just make my product rose gold, put some USB outlets in it, and call it done. I don’t have anything innovative.” But you do. 

You see, true innovation is simply adding value somewhere where it didn’t exist before. If you have a product that meets a unique need, however mundane, it is innovative in its own way. And it’s innovative to a certain set of people. Therein lies the key, it’s about the people! 

You see, your customers have a very certain set of needs, wants, aspirations, and goals. Knowing them intimately helps you position your product to create real value and introduce innovative ways of doing, thinking, and living into their lives.

Away founders Jen Rubio and Steph Korey found, through personal experience, that people were desperate for a suitcase that was good looking, functional, durable, and convenient. Through that discovery, they combined their brand, marketing, and supply chain experience to create a suitcase that hit on all of those needs. Where they really excelled, however, was in their feedback and research process. Before they even designed the first bag, they interviewed 800 people to get an idea of what they needed and wanted. 

Know Your People

That’s the key—getting to know the people who buy your product. This is what we call qualitative research. Having actual, real conversations with your customer are the capstone of discovering where you can add value. 

Here are three great strategies to do qualitative research quickly and easily:

  1. The “I’ll Buy Your Coffee” – Perhaps the oldest trick in the book. Setup outside a coffee shop, and offer to pay for people’s coffee if they answer a few questions for you about your product, idea, company, etc.
  2. The “20% Off For Your Time” – Ask existing customers if they’d be willing to chat with you over the phone or via a web conference to give you feedback about products, services, or your company. This strategy typically works best if you offer a discount or other incentive.
  3. The “Guerilla Warfare” – Go to your nearest store where you can find products or services similar to yours. Ask people who are shopping what they think of the product or service. This strategy does require a certain level of extroversion and ability to strike up friendly conversations, so only attempt this if you are ready to potentially endure some awkward silences or stares. 

The great thing is that no matter which strategy you go with, they aren’t expensive or time-consuming. Talking to a customer for thirty minutes can give you more ideas, inspiration, or problems to fix than you could possibly come up with during a corporate strategy session.

You Live & Learn

The important thing to remember is to actually use what you learn. If customers are looking for better photographs of the features of your product, invest in quality photography and video that is high resolution and styled appropriately for your audience. If they are lost in choosing a product, it might be a good idea to build or prototype a product selector and ask them to try it out to see if they can find what they’re looking for easily.

The reason that Away has been so successful is not because they make a great suitcase, though that is certainly part of it, but because they listened. They listened to their potential customers and said: “We can create a product that fills this need.”—and then they did. They created a digital brand experience that captures the product, the aura, and the lifestyle that their customers want. To this day, their website features high-resolution images and videos of their products within the context of their customer’s adventurous lives.  

All because they asked people “what are you looking for, and why?”

Hey, Check This Out!— Away was recently featured on NPR’s “How I Built This” podcast. I highly recommend that any eCommerce professional give it a listen. You can find it here.

Like this article? Sign up to receive exclusive eCommerce news, advice, and industry content.

Your Website Is Hard To Use

We Are All Creators. 

When we create something we develop a deep love and feeling of responsibility for that creation. Think about a child’s drawing. At that moment, that child loves the artwork so deeply and is so proud of what they’ve done. They run up to their parent, older sibling, maybe teacher, and proudly present their creation as it is welcomed with oohs and ahhs. Growing up doesn’t eliminate our desire to create, nor does it diminish the pride we have for our creations, however, we come to the realization that not everything we create is “great”. 


Not Everything Is Great. 

In eCommerce, creating a design that hinders rather than helps can affect your site, customers, and business as a whole. But it is difficult to admit when something that we care about so deeply is not the best and might be a hindrance more than a help—especially if it is a project we have invested our time into. Sometimes sites, just like our childhood art projects, aren’t that great. 

Thankfully many websites are improving. Between 2000 and 2011 (the latest range for which data is available), The Nielson Norman Group reported an increase in usability success from 56% in 2000, to 72% in 2011—meaning that users were able to accomplish what they needed to an average of 3 out of 4 times. Within this time period, average eCommerce conversion rates doubled from 1% to 2%, which are great numbers to see. Clearly website usability and conversions are on the rise, however, user experience issues plague the core of eCommerce site functionality. The result of such issues directly impacts customer retention, product selection, and checkout completion. Merchants are still leaving large sums of money on the table and it is hurting their bottom line.

The challenge is identifying where that money is and where you need to improve? Major issues can be easy to spot. If a page is taking a long time to load, it’s pretty safe to say that conversion is going to drop off. If the buttons match the background color, we can assume that users can’t find how to add something to their cart. But what about subtler things, or better yet, something brand new? How do we know if a design is going to work before we’ve had a chance to put it out there?


Great Work Requires Testing. 

User testing, or usability testing, when done well, is a glimpse inside the mind of your user. It allows you to see not just what they’re doing, but to understand why they’re doing it. User testing gives us the quantifiable and qualifiable data that informs design decisions in regard to a website’s structure, page design, and flows.

At its core, user testing prepares a user with a specific set of tasks and the mockups or live website to accomplish those tasks. Sometimes the tasks are specific: Add a product to cart. Sometimes they are general: Browse this site and tell us what you think you can do. From there, observations are made in person or using an automated system. This documentation allows you to view user actions, clicks, and responses taken on your site. Once you’ve done this, you can gather all the data together to find trends, issues, and successes to make informed decisions about what to change, what to tackle next, or what to do more of. Remember, user testing isn’t just for figuring out what doesn’t work, it’s also for confirming what does work and how it is helping.

Users are your test subjects and they are essential to creating great websites.

Interested in User Testing?

Our team of UX experts will work with you to develop a user testing plan that gets to the root of your issues.

Let’s Chat


How Much Does Making Great Work Cost?

One of the core complaints we hear is that running user testing is expensive and time-consuming. In fact, it’s quite the opposite. User testing can be done with volunteers who receive a discount code via conference call or in person. Similarly, user testing can be quite quick. Sessions usually last about an hour and, when set up properly, usually only require five testers to figure out about 80% of the problems. Five hours of time and a 20% off coupon code for five customers is hardly time consuming or expensive.  Additionally, user testing ensures that you build the right things the right way the first time, saving countless hours of rework and allowing you to focus on making the product truly awesome. 

By running user testing consistently during the design phase of a project, you set yourself up to understand users at a much deeper level. You understand their wants, needs, and ambitions. You get to see exactly how they operate and tailor your functions to their specific desires. Most importantly, you understand why they use your product and what is helpful and hindering in getting them more products. 

The insights developed from this practice impact factors beyond your website itself, influencing future product launches, marketing tactics, and business planning. User testing brings you closer to your customers and allows you to create better digital experiences for them, all while ensuring the growth of your business into the future.

Like this article? Sign up to receive exclusive eCommerce news, advice, and industry content.

The Next Part of Our Journey

On October 21, 2007, Mark Lubbers and Daniel Augustine took a big step and moved from friends to cofounders. Working from Daniel’s dining room, they launched a small web design and development firm which they called Gauge Interactive. In those early days, they designed business cards, collateral, and Flash websites. When an upstart eCommerce software called Magento came along, Mark and Daniel recognized its potential and pivoted their business to design and build eCommerce websites.

In the ten years that have followed, Gauge has grown in expertise, passion, and size. We now have twenty-one wonderfully creative, energetic team members spread across the United States. Together our team represents vast experience in eCommerce and business growth. Our client base has grown to include small and ambitious Shopify retailers all the way up to billion dollar, international enterprises running on Magento.

Ten years of business is a big landmark, and like any big landmark, it sparked some soul-searching for our leaders and team—introspection, nostalgia, looking back and looking forward. As we approached a decade of service, it was only natural to examine who we are, where we’ve been and where we are now, and where we’re going. During this time of reflection, one thing became clear: There was a stark difference between who Gauge has become, and how we were presenting ourselves through our brand identity.

So we embarked on a project to transform the face of Gauge—our brand, identity, and logo—to truly reflect the soul of Gauge. Today, we’re officially rolling out the denouement of this transformation: our new logo, identity, website, and name. We invite you, our clients, our partners, our friends and family, to experience this transformation with us.

The Soul of Gauge

Our transformation began by examining our roots. The past ten years have brought us through many challenges, changes, and market shifts. Yet from its inception, Gauge’s core vision has remained the same:

To guide our clients through eCommerce business growth

This statement is our rallying cry, the ruler by which we measure everything we do. It’s not an aspirational statement—it’s not something we hope to become or a nice-sounding idea that we’ve shoehorned our work into. It’s the articulation of an organic idea at the very root of who we are. This is the soul of Gauge.

Being a guide through growth is why our business was founded; it’s the shared value that unites us toward a common goal. When we consider new team members, technology partners, and even clients, alignment with this goal is criteria number one. Being a true guide and partner is so embedded in our DNA that it shows up in every decision, task, and conversation. It’s the bedrock on which we’ve built our business philosophy, and our new identity needed to reflect this foundation.

The Identity Gap

While we’ve gone through several logo changes in the past, those projects were simple updates. This project was the first to fundamentally shift the way we present ourselves to the world.

When designing the Gauge brand identity back in 2007, Mark and Daniel focused on our goal to create fast, reliable eCommerce websites. The initial logo and colors reflected our high-speed drive and desire for excellence, and every update was a new iteration on that idea. But that was only part of the story we needed to tell.

Our previous identity focused on one product: well-built and impeccably maintained eCommerce websites. While that’s still certainly a huge part of what we do, websites aren’t our main product, or our most valuable one. What sets Gauge apart is our offer of partnership. Our main product is our relationship and our role as your guide. That is who we really are:  Guides through the challenges of a project. Guides through the complex, ever-evolving marketplace that is eCommerce. Guides who listen to you and care about your wellbeing. Guides who are there for you, every step of the way.

Each aspect of our new identity needed to reflect this idea. Here’s how we made it happen.   

Our New Name: Gauge

When working on a big transformation like this, sometimes less is more. Our name isn’t really new; it’s just been refined. We simplified and dropped the “Interactive.” Why? Because it’s how everyone knows us anyway. It’s how you refer to us and how we refer to ourselves. It’s friendlier and more approachable. And while the “Interactive” was an important signifier of what we did back in the 2007 marketplace, it’s a bit dated now.

Our New Logo

Our new logo reflects the interdependent partnership we create with our clients. We can’t be successful without our clients, and they can’t be successful without us. This symbiotic relationship makes each client an integral part of our company.

As an agency, our job and calling is to walk with our clients every step of the way. Whether you need a new platform or you’re building your everyday marketing, we help you navigate treacherous terrain and accomplish your goals. And we don’t abandon anyone because the going gets tough.

Our new logo communicates this idea simply and elegantly. We have crafted our G using two parallel lines that intertwine; the logo couldn’t exist without either of them. It shows that Gauge and our client partners are better together. We support each other and shape one another’s future.

On closer examination, you’ll notice that the two lines are actually one line. This signifies that we’re moving forward together on one journey. During our partnership, your story and Gauge’s story are one, sometimes for a brief period of time and sometimes for much longer.

Our New Colors

We’ve moved from the harsh reds and blacks to softer, friendlier, and more hopeful blues and greens. These are the natural colors of organic growth, blended together just as the earth and sky blend together at the horizon. This is our way of saying that we’re in this for the long haul. We’re here for you when you need us. Your growth is our goal, and we want to walk with you to new horizons. You can trust us to do what’s right for you and your company, because our own success depends on it.

Our New Typography & Voice

Communication style is a huge part of personality for both individuals and brands. That’s why we based our typography and voice on the way we talk with our clients. Open, honest communication is the cornerstone of any successful partnership, so we want each client to feel comfortable talking with us. We want to be approachable and accessible, so our clients can get to know us and we can get to know you. Until we truly understand your brand, goals, people, and personality, we can’t guide you through growth.

Our role as your guide often includes acting as an interpreter. Expertise is not enough; we must be able to translate the ins and outs of modern eCommerce into language that’s simple and easy to understand.

We’ve changed our brand voice to reflect these ideas. Everything from our service offerings to our work pages now demonstrates our desire to serve our clients. The language is clarified and simplified, with less technical jargon and more in-depth explanations where necessary.

These ideas—personality, accessibility, approachability, and translation—are reflected in our new typography too. For our name, we chose a sans-serif typeface that’s approachable and energetic, yet straightforward and easy to understand. Our content and written communication uses a serif typeface that’s serious and modern, yet unpretentious and down-to-earth.

New Look, Same Gauge

All of these changes, and more to come, represent the new face of Gauge. But while our brand has changed, the heart and soul of Gauge has not. This transformation simply brings our foundations to the forefront.

If you’ve worked with us, we hope that you’re already intimately familiar with our dedication to guiding you to eCommerce success. And if you haven’t, we hope that you’ll give us an opportunity to work with you and your team. Either way, we’re glad you’re here to experience this journey with us.

Let’s make the story great.

— The Gauge Team

Like this article? Sign up to receive exclusive eCommerce news, advice, and industry content.

Brand Personality: The Impact of Typography

This post is the first in a series of blog posts devoted to the foundation of your eCommerce brand: Your brand personality. Before we dive in, let’s discuss what a brand personality actually is.

What is Brand Personality?

Brand personality revolves around a few key points. First is your brand traits. This involves understanding the actual characteristics of your brand. Some examples may include: funny, enthusiastic, trustworthy, or laid back. These traits are combined with your brand voice. How does it talk? What does it say? These questions along with the traits help narrow your focus so you can talk with your customers. Your brand personality is communicated through every design element, from image selection, to color, to typography choice, to the tone used in your text content.

The Role of Typography

Our first topic is typography. To understand typography and its place in your brand personality, we can turn to the world of architecture.

Architects use space and form to define moods and functions within a building. Their utmost concern is how people will experience the space. While the architect is designing, they begin working with an engineer. Together the architect and engineer figure out how to build a building that will fulfill both the function and feel needed within the space. This collaboration makes the building work for all parties involved.

Typography is very similar. Designers play the role of both architect and engineer. When making decisions about a brand’s typography, they balance both aesthetic and utilitarian functions. The aesthetic architect side revolves around feelings, space, and people. The utilitarian engineer side revolves around implementation, legibility, and readability. Typography helps us feel language, while also allowing us to clearly and concisely understand what is being said.

The Typography Balance: Serif vs. Sans-Serif

There are two major classifications of typefaces: Serif and sans-serif. Serif typefaces have a serif—a small flourish—on the ends of each letter stroke (See Figure 1). Sans-serifs, as the name suggests, lack these serifs.

Typography Figure 1
Figure 1

Historically, we use serif typefaces for paragraphs and long-form body copy. This is because serifs establish a flow. Those tiny strokes visually connect together to guide a reader’s eye across words, sentences, paragraphs, and pages.

We traditionally reserve sans-serif for shorter lengths of writing, like headlines or titles. Their subconscious message is one of emphasis; they tell the reader to pay attention to each step, rather than the entire “dance” of the text.

Is Your Brand Serif or Sans-Serif?

With this basic knowledge, you can start to understand how to use typefaces for communicating brand personality. If your brand tends to be loud and brash, then you may want to use a sans-serif typeface to send a bolder, stronger message. On the other hand, if you want to communicate trustworthiness, you may opt for a serif typeface to put your demographic at ease. Serif typefaces feel more traditional, so they can help your customers feel like they can trust you; they say “I’m reliable and won’t rip you off.” These are very basic deductions, but they are powerful ones.

Think about a very common internet-joke font, Comic Sans (See Figure 2).

Typography Figure 2
Figure 2

If I write “Bank of America” in Comic Sans, you’ll have a hard time taking it seriously. In contrast, if I write that name in a serif typeface, you’ll naturally look at it with trust and credibility (See Figure 3). But why does this happen?

Typography Figure 3
Figure 3

Well, Comic Sans emulates a child’s handwriting. I would wager a bet that you wouldn’t trust a child with your entire life savings. But a serif typeface emulates calligraphy. A person who practices calligraphy is detail-oriented, has a great appreciation for doing things correctly, and so on. Those are all attributes that make a bank a good bank. This is how typography works. It relies on a combination of historic and cultural norms to help communicate what you want to say.

Defining Your Brand Voice

So much of this topic comes down to the nuance of different brands. The best thing to do is to ask, “How do I want my customers to see me?” Here are a few steps that will help define your personality:

  1. List out 5-7 traits describing who your company is in an “x but not y” format. Things like funny but not goofy, or trustworthy but not stodgy. Defining both who you are and who you are not will narrow your focus and help you articulate how you want to talk to your customers.
  2. Clarify your brand voice. If your brand could speak, what would it say? How would it phrase your messages? Does it use lots of vernacular? Or does it boil things down to simple layman’s terms?
  3. Record and refine your answers. Just because you do it once, doesn’t mean that you’ll never need to do it again. Brands change and mature, just like people. To keep up, make sure you revisit these elements one a year or so.

Our next post will discuss choosing and using color to help define your brand voice. We’ll talk about color theory and science. And how they can help you define your personality while providing a great user experience for your customers.

Interested in a deeper dive into typography? Here are a few great places to get started:

Butterick’s Practical Typography

A List Apart

Thinking with Type by Ellen Lupton

The Elements of Typographic Style by Robert Bringhurst

Like this article? Sign up to receive exclusive eCommerce news, advice, and industry content.

How We Manage Files Using GitHub

Managing design files seems to be the bane of every designer’s existence. The image below has been floating around the internet for a while, and it never fails to make me chuckle when I happen upon it.

File Naming

Every designer I’ve ever met, myself included, has had some crazy method of naming files and storing file versions. And trust me, it is not pretty. When a designer is working in isolation, it’s usually not a problem. The “real final” is usually delivered to the client as a different file type, and it’s easy enough to drop the accompanying RAW file into the same folder. Never mind the absolutely desolate wasteland that constitutes the rest of that designer’s hard drive, or God forbid, desktop.

Our design team has grown a lot in 2016, from just me; to me and Liz, a Copywriter/Designer; and now, the two of us plus a new Designer. As a team, we’ve had to figure out how to save, send, version, and control files—files that several people need to access, change, and update on a weekly, and sometimes daily, basis. To no one’s surprise, this posed quite a challenge.

My first exposure to file versioning was through development best practices. In short, developers use a system called Git to control and manage their file versions, especially when working across a team of developers with varying levels of experience and skill. Git allows developers to make “copies” of files to a local computer when they’re resolving an issue or fixing a bug. Using the local copy, they can experiment with solutions or, perhaps more accurately, break everything and put it back together, without endangering any live files. Our developers here at Gauge use a popular online tool called GitHub for this purpose.

While controlling file versions is a common problem for both designers and developers, the design industry offers very few solutions. I recently heard about a design team in Toronto using a service called Folio for Mac, which uses GitLab, a competitor of GitHub, to manage files. Folio allows designers to have a central repository for their files. Then everyone on the design team can download, edit, and upload changes as they’re needed.

We considered using Folio, but it posed a few challenges to our team. It’s a paid service, and the cost isn’t feasible for us as a small team.Furthermore, we need to be able to share the files across both our design team and our development team. Buying, installing, and onboarding about 12 people onto Folio wasn’t really something we wanted to do.

With the suggestion of one of our developers, we gave GitHub a shot. The only thing I can say is, I wish we had done it sooner. Here’s how it works for us.

Set Up

  1. Our company already has an organization on GitHub, so we made a second organization called Gauge-Design. Right now we don’t need to make it private, but we may eventually.
  2. We set up a repository for each of our clients, using a camel case naming convention. So the repo for Big Data Corp would be titled as BigDataCorp. We were also able to use InVision sync folders as premade directories for repos; when we publish a change to InVision, we can automatically create a commit at the same time. This does create one issue, which I’ll get to at the end of this post.
  3. After we set up the necessary repos, our team downloaded the GitHub Desktop App for Mac, and then created individual GitHub accounts. The accounts were added to our Gauge-Design team. Once we did this, our team was able to go in and clone whichever repos they need locally, and save the folders wherever they wish. We suggested using a GitHub top level folder immediately underneath their User account for ease of access and consistency.

Using GitHub

Setting it up was the easy part; using GitHub, and using it consistently, has proven to be the challenge. This diagram illustrates how we have our repos set up.

Design Workflow Illustration

In a traditional development workflow, Git may be set up to use branches for various features, staging environments, and live sites. While this works great for development teams, our design projects often have numerous moving parts that can’t be tracked quite as easily.

For this example, I’ve set up a master with three branches. We use the master for hosting only “master approved files;” files that have either been approved by the client or have been published in some way. That hosts the files we copy to our computers, so we need to make sure those are 100% accurate with no discrepancies. Then we set up secondary branches for each individual project or campaign. This helps us keep track of which projects we’re making changes to and how much editing is being done to those files.

For shorter projects, which may only last a week or two, the branch is a fairly impermanent way to set up a shared workspace for those files. Once it’s done, everything gets merged back into the Master and away we go. Other longer projects, with ongoing aspects like blog posts or social media images, have more permanent branches. The branch concept works really well for the way our workflow is set up.

The Issues

Of course any new system or workflow adjustment is bound to have faults. This is no exception. We’ve noticed two hang-ups that, if we were able to solve, would make GitHub the perfect file sharing tool.

  1. GitHub is not and should not be treated like a large storage server, ala Google Drive. We tried to create a repo for our shared asset library, but after trying to sync a stock photo folder (about 18 GBs worth of photos), we decided to use our company Google Drive folder instead. Each repo has a max size of around 1 GB, which means we’ll likely need to archive work fairly often to keep space open. The storage limits make the process a bit more high-maintenance than we’d like.
  2. While using InVision sync folders as root directories for repos is awesome, again the file sizes begin to bite us in the butt. InVision also has max file sizes, and large projects can slow down sync times considerably. We work around this by creating two client folders for each client who has actual InVision work. While a pain, it does streamline workflow for various parts of the team, and works to minimize overall folder size and bandwidth for faster syncing.

Wrapping Up

While GitHub has its faults and potential hangups, I must say that having a standardized way to manage, share, and version our design files has given me great peace of mind surrounding our design process. At the end of the day, our design process exists to serve our clients and their customers. We can’t do that effectively if our files are all over the place. We can’t effectively manage workflow amongst several designers if we can’t accurately track changes and the reasons behind those changes. And most importantly, we can’t make well informed, judicial decisions in our work if our storage is sloppy or the files are unavailable when we need them most. I’m confident that this is just one step on the journey to help us serve our clients more effectively.

Like this article? Sign up to receive exclusive eCommerce news, advice, and industry content.

Black Friday


Black Friday is coming up.
In order to ensure that we can help you make that weekend and the entire holiday shopping season a success, here are a few things to begin planning for your Black Friday sale.


It is important to plan the start and end dates of your promotion.

Things to consider:
How many days will your sale last?
Thursday – Monday
Monday – Monday
Entire Month
Don’t be afraid to break the traditional timeline in order to differentiate among your competition.


What are you offering customers that will differentiate yourself among your competition?

Things to consider:
What items or categories will be discounted or promoted?
What is the offer type?
Item discount
Shipping discount
Gift with purchase
Will you offer a percentage discount
or dollar amount discount?
Are there any pre-qualifiers
for your promotion?


How will you communicate your sale to your customers? Additionally, how frequently will you use each channel throughout the promotion?

Things to consider:
Which channels do you have at your disposal?
Are there new channels you should consider using for the first time?
The most common include:
Social Media
On-Site Communication


You may need to take new photos, create promotional graphics, or create more written content to go along with the sale.

Things to consider:
What assets are needed to accomplish the goals you have set in the previous steps?
Promotional Graphics
Written Content
What pages will promotional materials drive to?
Does a unique landing page(s) need to be created?

Day Of

It’s not over, til it’s over. Don’t forget about the preparations for the big day.

Things to consider:
Don’t clear your cache or reindex.
Don’t run reports or make changes to your products or categories.
Make sure your coupon codes are tested and working.
Grab a beer and celebrate!

We recommend writing down your answers to these questions in a format that is easy for you and your team to understand.

We want to make sure you succeed during the holiday shopping season.
If you need us to guide you through asset design, development, or strategy, please provide any requests by September 30, 2015.

Like this article? Sign up to receive exclusive eCommerce news, advice, and industry content.