Top Tip

17 October, 2008

However you plan to promote your website at Christmas, run some small-scale tests now. Establish what works, and refine it. The average e-tailer gets

30% more orders in November and

December. Make sure your site and staffing levels can cope with the increase. Cite a final ordering date for Christmas delivery on every page - highlighted when the deadline has passed. To maximise sales online at Christmas, shop owners should find creative ways to mark the season - put gift ideas on your home page

and stock Christmas-themed items .

Bruce Townsend,

marketing manager,

Actinic

Send your Top Tip for getting on in the business and you could bag yourself a bottle of bubbly.

Email laura.clark@william-reed.co.uk or phone 01293 610225




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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