Holiday shopping season is kicking into high gear, and for many businesses it’s important to pay attention to changes in consumer behavior and to keep those customers engaged after the holiday season ends.
Holiday shopping usually carries a lot more intent to buy than regular browsing. During the year, the average shopper will make multiple casual visits and be more influenced by brand allegiance. However, holiday shoppers are more likely to make a purchase on their first visit, and their decisions are swayed more by price and inventory than by brands.
Of those purchases, the 2017 National Retail Federation’s (NRF) holiday consumer survey reveals that that 61% of shoppers would like to receive a gift card, making them the most requested gift item eleven years in a row. In a 2016 survey by the Blackhawk Network, when asked what types of gift cards people plan to purchase for holiday gifting, the highest category was restaurants at 41%.
Holiday shoppers are also more likely to begin the purchase process sooner, but are more likely to abandon carts as new deals or holiday frustration emerges. This makes brand engagement and marketing a key tool during the holidays. But what happens after the holiday season? After a strong influx of new customers and business, sales may begin to decline throughout January and the following seasons. Many shoppers take advantage of the holiday sales or purchases that are the result of gift cards, but the vast majority don’t re-engage with those same brands. If customers were offered deals, or received follow up messages, 37% would remain engaged after the holiday period ended.
The key is to create a smart, unique and effective marketing strategy that appeals to consumers throughout the year with a powerful combination of consumer insight, incentives, and the convergence of print and digital media. Below are 4 suggestions that can turn holiday shoppers into lifetime customers:
- Have Effective Marketing Tools in Place
Having effective marketing tools demonstrates a commitment to increasing consumer engagement. It is important to analyze the needs of a company’s target demographic and finding innovative ways to reach them. When marketing tools are set up to fuel acquisition, engagement, and retention, all of a company’s needs are served across multiple channels.
- Create Strategies that Keep Holiday Shoppers Engaged
Companies should be using online, mobile, and social media channels to tell new customers about the benefits of staying engaged with their company. This could be used to highlight a loyalty, reward, or other creative program in holiday sales and promotional messaging.
- Make Sure the Entire Team is Trained
The entire company team understands the importance of retention and knows how to deliver a positive experience. The goal should be to create an amazing and memorable customer experience. This also applies to the marketing team who may not be customer-facing, but whose strategies typically make the first impression on customers.
- Monitor the results
After the holiday season is over, it is important to analyze sales and marketing data to determine the effectiveness of marketing programs in relation to engagement and retention. Was social media, email blasts, or another marketing strategy more effective? This provides further insight to shift a marketing strategy for a more successful future.
The BirthdayPak marketing platform has a proven business model and effectively combines print and digital marketing to engage the consumer all year round. For more information on how BirthdayPak can help turn your holiday shoppers into lifetime customers, please visit BirthdayPak.com or call 888-544-3872.