Retailers, it’s time to give yourselves a pat on the back because the holiday season is over and you’ve successfully optimized your mobile strategy. Your brand increased sales, executed a strong holiday campaign, and won the shopping carts of consumers everywhere.
But now that you have these new customers, how do you retain them after the holiday rush? This is especially important when, on average, it costs seven times more to win a new customer than to retain an existing one. If you’re ready to continue your success well beyond the most wonderful time of the year, start 2019 strong with these five tips below:
Start Your Next Promotions Early
While customers are likely recovering after the gift-giving and New Year festivities, you may already be planning Valentine’s Day or spring break sales. Re-engage the early bird’s attention by letting them know ahead of time about these promos. After all, there are many consumers out there who like to get shopping done early.
Let Them Know You Still Exist After the Rush
Don’t let your app fall off the Black Friday or Christmas shopper’s radar just because they’ve already completed their holiday purchasing. Consider sending a push notification to let them know you’ve applied a promo code to their shopping cart for their next purchase. Not only will this remind the customer of your brand, but it will also incentivize them to make another purchase using the offer.
Don’t Skimp Out on Any Marketing Strategies for the Steady Buyer
Customers who make one purchase after another are exactly what you’re looking for. Work as hard as Santa’s elves to apply the successful retention strategies you learned from the holidays, from sending thank-you notes via push notification, to using Facebook re-engagement ads, to offering special deals on their next purchase. Extend this well beyond the New Year, and chances are good that the steady buyer will remain steady.
Extend Your Holiday Deals to After Christmas
It’s now commonplace for families to gather after the official holidays when travel and work schedules aren’t so complicated. Chances are good that the true procrastinators of these families won’t take advantage of the extra time before New Year’s or mid-January. Offer them the same deals you’ve been promoting and use a robust push notification campaign to let everyone know your sales haven’t been thrown out with the Christmas dinner leftovers.
Provide Incentive for Another Purchase … and Get a Little Reward for Yourself
Did you save last-minute shoppers from a massive headache by providing lucrative sales, free shipping and excellent customer service? Ask them to let the world know that with an app review. Convince them to give you this little extra boost with an especially nice offer, such as a 20 percent off discount on their next purchase or a freebie with their next purchase.
In 2019, consumers’ attention will be heightened and their ability to discover new brands and create new loyalties will be at an all-time high. However, their time will also be constrained. By giving consumers the ability to elevate their shopping experience on their most personal device (their phone), retailers will create a sound sales strategy that will extend well beyond the holiday season. After all, mobile-specific retail features don’t expire once your white Christmas melts away.
Casey Gannon is vice president of marketing at Shopgate, a mobile commerce platform.