Holiday Shoppers – Best Ways to Turn Them into Repeat Customers
With the holiday/sales season fast approaching, retailers are gearing up for making the best out of it. While most of them concentrate on the short-term opportunity the sales season offers – the likelihood to make more money by capitalizing on the increased demand from holiday shoppers, it is the long-term opportunity that is more promising – the probability to reach new customers and turn them into brand loyal, and repeat purchasers. After all, returning customers spend three times more than one-off customers due to their prior experience.
Having said that, holiday shoppers are more likely to churn than customers acquired throughout the year as the former come with a very particular intent— to purchase products at the best price. To take full advantage of the opportunities holiday season presents, retailers should avoid the dreaded attrition and turn these holiday shoppers into year-round loyal customers.
Here is a quick outline of effective strategies which retailers can use to make holiday shoppers return
- Win Holiday Shoppers with Great Onboarding Experience by communicating continuously from the moment they make a purchase
- Foster the Relationship by providing real-time support and personalized customer experience
- Retarget them with relevant product recommendations based on the purchase history
We will be discussing these strategies in detail below:
Great Onboarding Experience:
Retailers can begin to engage holiday shoppers immediately after they make a purchase by sending emails. However, with so many brands using the same marketing tactics, retailers find it hard to stand out. Hence, retailers should offer a personalized experience to win holiday shoppers.
For example, if a customer is regularly checking the order status on the website, increase the frequency of order update emails to them, or if a customer has never opened the promotional emails, put them in the no-promotion segment and only contact them during the holiday season.
Once the optimal combination of the sequence and frequency of these emails is arrived at, these can be used to continuously engage the customer. Below are a few types of emails that can be used:
Welcome E-Mails – Retailers can schedule a trigger email welcoming holiday shopper to the family. Retailers can look out for personalizing the email based on the customer’s specific purchase: offering some tips on usage and care. Retailers can include their social media handles and incentivize customers for following them. This is a great way to fuel shopper’s engagement
Order Tracking E-Mails - Retailers can keep customers updated by providing order status notifications. They can encourage shoppers to choose social media platforms as well to receive order update notifications. This will ensure that the shoppers encounter the brand at multiple touchpoints
Upselling/Cross-selling E-Mails - The key to successful upselling is personalization. Retailers can proactively suggest products similar or complementary to the shoppers’ recent purchase. Retailers can time these emails as per the typical repurchase frequency or coincide with the next promotional season as the customers get attracted by offers
Promotional E-Mails - Retailers can give early access to new arrivals or exclusive deals to valuable customers to let them know the perks of continuing shopping on the website. Retailers can create a sense of urgency by setting the validity period like 24hrs or 2 days
Foster the Relationship:
Retailers can use multiple avenues as below to continue building community and goodwill with the holiday shoppers and hence drive long-lasting relationships
Social Media Platforms – Retailers must stay tight on the various social media platforms and give satisfactory answers to shoppers’ concerns and problems promptly
Loyalty Programs – Retailers can start a multi-tier rewards program to incentivize shoppers to spend more and move to the next tier. Retailers can also use gamification techniques (ability to earn on purchases which can later be redeemed for goods or services) to encourage habitual buying
24 X 7 Customer Support – Retailers can build a global network for providing support whenever someone needs it, more so in the sales period when the traffic is high. They can also integrate Live Chat or ChatBots on the website to serve the customers immediately and effectively.
Retarget Holiday Shoppers:
Retailers can use the below strategies to retarget holiday shoppers and ensure the brand to stay on top-of-mind
Social Media Marketing – Social media is a great way to re-engage holiday shoppers outside of email and website. Retailers can use custom audience pixels to retarget ads based on previous purchase history. Retailers can also use these platforms to advertise new products, announce exclusive sales, and offer discounts for engaging the shoppers
Cart Abandonment E-Mails – Retailers can use follow-up emails with promotional offers or rewards to retarget the shoppers who are abandoning their carts. Retailers can take it to the next level by going cross-channel. For example, if the customer is an engaged app user, retailers can try closing the sale with a personalized SMS message or push notifications
Reminder E-Mails - Retailers can study prior transactional data to anticipate the upcoming needs of the customer and send timely reminders for product replenishments
The holiday/sale season is a valuable time for retailers. What separates the retailers who see continued growth from those that stagnate, is what they do in the slow season post-holiday/ sale. Retailers can take the busiest times of the season to the next level by converting holiday shoppers into year-round brand promoters. On doing this successfully, retailers can enhance their bottom line and create long-lasting associations with their most valuable customers.