Happy Post-Holidays to Marketers: Focus Areas and How to Make it Count
With the big holiday season nearly behind us, there are several steps retailers should take to get a jump-start on the competition at keeping the holiday sales momentum going strong well into the new year. Get a better understanding of how new and prospective customers are interacting with your brand when they return or exchange items they received as gifts.
Customer retention resulting from the holiday season should be a key focus. These customers include gift purchasers, gift card redeemers, gift returners, exchangers and those looking for accessory items to what they've received as gifts. For post-holiday shopping, consumers are much more apt to purchase for personal consumption than as gifts. Factor this knowledge into your interactions and communications with them. Other areas of opportunities include new shoppers gained over the holidays, bargain hunters, window shoppers and the “abandoned cart/out of stock/notify me” group. How do you reach these groups? The more you tailor a campaign to a specific customer, the better your return.
Marketing and Remarketing
To brand loyalists: Remarket to brand loyalists for obvious issues such as abandoned carts and out-of-stock items. Plan special events to say thank you and strengthen loyalty.
To bargain hunters: Use bargain-themed pay-per-click campaigns. Make sure window shoppers are given a bargain like new customer or email list sign-up discounts, with the goal being to get their purchase before the next store window or website catches their attention. Social media can be a very strong resource in this area.
To gifters/retuners/exchangers: Send special messages to new customers on your site and in-store. Emphasize service and focus on giving your customers reasons why they should continue to shop with you after their gift card has been used. Gift card recipients are an excellent source for future brand loyalists. Give them reasons to sign up for your email and direct mail programs.