For most retailers, the run up to Christmas is a very busy time, when sometimes planning and strategy fly out of the door to be replaced by ringing tills and fast and furious seasonal transacting.
But approached with thought, your Christmas rush doesn’t just need to be a short sharp peak in your annual sales figures, but can be coaxed into something a lot more meaningful for your brand.
In this blog post, we look at 3 simple tips to keep your Christmas rush paying throughout the year.
Collect, collect, collect:
Make your data collection process as quick and simple as possible.
For ecommerce retailers, as well as collecting data during the check-out process, ensure you enable relevant pop up data capture points at key areas on your homepage and as browsing customers leave the site.
For bricks and mortar retailers, investigate how you can capture email addresses along with transactional data at till point. Can you email your customers a receipt? In its simplest form, can you ask customers to leave their email addresses while the transaction is going on, with the offer of January discounts?
Ensure the process is as easy as possible, so your full time staff can fit it in to the conversation at a busy till point and seasonal staff don’t feel awkward asking. If relevant for your business, reward staff for the number of email addresses and data captured to keep that data being collected.
Segment, segment, segment:
Once the Christmas rush is over and we’re in the February lull, take the time to look through the transactional data and see what sparkly Christmas treasures it holds.
For online retailers and those bricks and mortar stores who were able to capture data electronically at till point, you should be able to segment Christmas sales into at least three simple segments:
- Existing customers buying more at Christmas
- Brand new customers who have never bought before
- Those who bought last Christmas and came back for more
Each of these segments can then be nurtured with different messaging over the coming months to turn them from Christmas customers into loyal, year round shoppers:
Existing customers – communicate your thanks, ask them if their friends and family liked their gifts, (or if they enjoyed their own Christmas treats!). Offer them a friends and family incentive for those who they bought gifts for, or a thank you offer for being such a loyal customer (to coincide with any SS17 collection, obviously…).
Brand new customers – welcome them into an engagement programme, share with them your social and blog content, involve them in what you’re doing as a brand and motivate them to return to purchase.
Christmas (or sale) only customers – ask them why they don’t shop with you at any other times of the year, you’re sure to find out something useful; thank them for their input and pop them on the back burner to re-invigorate at your next sale period or Christmas.
If you can’t segment, just say thanks:
For those retailers without the ability to cross reference transactional data with customer data, a simple “thank you” can often work wonders.
Tell them you were grateful for their custom, that they made a difference to you and offer them an incentive to come back soon.