The busiest shopping period of the year has already begun and it’s set to be more profitable than ever before. Adobe Digital Insights’ (ADI’s) Holiday Shopping Predictions states that the number of transactions conducted from 1 November 2016 to 31 December 2016 in the US will bring in over $91.6bn in revenue. That’s up $9.1bn from 2015.

Sales and marketing professionals can no longer just gear up for Black Friday, they now have to maximise the full holiday shopping period. E-commerce giants are targeting existing and new audiences with special deals running throughout November and December.

This presents a significant challenge for bricks and mortar stores and many may struggle during this busy shopping period. Here are a few tips from big retail that will help SMEs remain competitive:

1.    Forget omnichannel

Many brands aspire to an omnichannel customer experience – using every channel available to reach the customer. But it’s extremely difficult to get right. Trying to cover all these bases at once can dilute your efforts substantially, rather than strengthen your position in the market.

Customers are easily distracted, especially so during highly competitive shopping periods when amazing new deals and special offers are a dime a dozen. To stand out from the crowd, you need to play to your strengths. Refocus your attention on providing a consistent experience across the channels you know are most relevant to your target customers.

Shoppers are easily distracted, so play to your strengths

2.    Take care of your loyal customers

It sounds obvious, but keeping your customers is the best thing you can do for your business. These loyal spenders and brand ambassadors cost less to keep happy than winning new ones - and they can earn your company more revenue in the long-run. Adobe found that an average of 5 percent of a company’s customers drive 35 percent of their total revenue.

This holiday shopping season, make sure you pay attention to your existing customer base and reward their year-long loyalty with targeted campaigns that offer them a personalised experience. Delivering a seamless, personalised customer experience is critical to holding your competition at bay.

3.    Live the customer journey

As brands increasingly acknowledge the importance of delivering the best customer experience possible, specialists in Customer Experience Management (CXM) are joining the world of marketing and sales.

Essentially, their role is to live the customer journey from attraction to identification to engagement and finally, retention - and identify any shortcomings and successes in how people experience and engage with a brand. Small businesses with more limited resources should enlist the help of family and friends.

Get people to embark on a journey with your brand and give you feedback on where the experience breaks down or could be better.

4.    Be discount consistent

The digital world is made up of numerous channels, opportunities, audiences and pitfalls, all of which have challenged the duties of a traditional marketing department. Complex customer campaigns are now carried out across multiple channels, but customers expect seamless communication and engagement across them all.

It’s no good offering 50 percent off seasonal goods on your Facebook page if your e-newsletter advertises 75 percent off. All channels must work together, and your messaging must be consistent.

Delivering a seamless customer experience, both inside and outside the store, is the only way to benefit from the busy holiday shopping period. Your customers will be expecting it and your competitors will be doing it – you can’t afford not to.

Jason Lark is managing director of Celerity.