3 Tips to Boost Holiday Sales and Customer Loyalty

Every year around this time, consumers begin their search to find the perfect gift for loved ones. With Black Friday and Cyber Monday just around the corner, consumers must navigate through the frenzy of the season while brand marketers and retailers simultaneously offer extreme deals in a bid to reach them and drive sales.

There are several ways brands and retailers can cut through the clutter to make a positive, and lasting, impression on consumers that will keep them coming back long after gifts are unwrapped. Consider the following three tips:

1. Create a (mobile) store in their pocket. It isn't enough just to get your product on retail shelves these days; screen space is key, especially mobile. In the first quarter of 2014 alone, mobile commerce was up by 35 percent from last year, according to Custora's E-Commerce Pulse. Consumers are spending more time on their mobile devices than any previous holiday season, so it's critical for brands to be there the moment they're ready to buy.

Since mobile is no longer an adjacent or secondary channel, retailers must address the paradigm shift by optimizing their websites for mobile devices and producing byte-sized content. They can also amplify efforts through mobile offers and promotions, including coupons and text messaging.

2. Show love to your loyalists. Every retailer should know whom their biggest brand ambassadors are and focus on those people during the holidays. Think about what you can offer them, whether it's a giveaway, discount or experience, and reach loyalists on channels where they're most receptive to communicating.

Recognize that these are your most important customers and treat them as such. Not only do loyal shoppers appreciate being acknowledged, but this time of year is also when loyalists are meeting with friends and family. Word-of-mouth is one of the most powerful forms of advertising, and what better way to promote your brand than to have your loyalists spread the message.

3. Pave the way for future dialogue. Marketers and retailers fall short when they fail to build lasting relationships with consumers at the point of purchase. They also fall short when they view holiday purchases as a one-shot deal rather than an opportunity to generate ongoing dialogue through CRM.

For a holiday campaign to truly pay off, brand marketers and retailers must convert consumers who are scouring for good deals and the perfect present into ongoing business. Invite consumers to opt in to your email list so they can receive relevant information — e.g., new product offerings, discounts, and upcoming or exclusive sales. This will allow you to communicate with them come Jan. 2 and beyond.

As retailers go the extra mile to ensure their brands are noticed and talked about this season, it's important that they don't view holiday promotions as "one and done." Tap into what's motivating people to buy and make the most of the opportunity to gain lifelong customers.

After all, ’tis the season to communicate with consumers in a fun and festive way — and position your brand for long-term success.

Scott Delea is the managing partner at Inflexion Interactive, a digital marketing agency.