Home Retail Things you wish you knew before launching peak trading campaigns – Retail Times

Things you wish you knew before launching peak trading campaigns – Retail Times

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Smith: Persistence, consistency, and engaging content are the keys to ultimate success

Peak season comes with a plethora of opportunities to capture new customers and their high spend. The best advice comes from those who get it right, says Jason Smith, vice president of MoEngage

With at least five spikes in just one quarter (Halloween, Black Friday, Cyber ​​Monday, Christmas and New Years), it’s no wonder most retailers and brands find themselves racing just to stand still trying to build and run sales and marketing campaigns during peak. trade, no matter how much advance planning they have done.

And reading the usual list of tips on how to get ahead doesn’t really help, because most of those tips are designed for a perfect world, rather than the real-life experience of real brands. So we’ve selected best practice examples, with real-life advice, from the brands and retailers leading the way when it comes to attracting shoppers during the so-called Golden Quarter.

And while the current cost-of-living crisis sounds like a huge brake on spending, life goes on and so does shopping. Numerator estimates that per capita spending at Halloween will be up to £75, while Christmas is over £200 and New Years/January sales are over £100 per person, and it’s only fair that you get your share of the fare.

Black Friday: reward digital behavior

House of Fraser offered discounts during Black Friday, but then offered additional discounts on certain ranges to customers based on their digital activity.

It’s important to maintain communications with your chosen customer segments, as well as personalize progressively and continuously, using data analytics and even AI for deeper insights, to drive engagement and conversion.

Cyber ​​Monday: Get Customers to Generate Content and Reward Them

Marriott Hotels asked loyalty program members to share their travel experiences and rewarded them with a 20% discount, driving a 16% increase in Cyber ​​Week sales.

Making loyal customers feel special and engaging them leads to higher sales, but it’s important to email them at the right time of day and then offer redeemers more rewards that they can use later.

Christmas: convert customers by buying on all channels

Consistency of branding and communications across all channels is critical, as OTTO in Germany knows; ran in-app and social media campaigns to engage with their leads and customers at the awareness, consideration, and activation stages throughout their journey, driving a 4.7% increase in sales and an increase 96% in app downloads.

In the journey, it’s important to react to customer Aha moments and then segment based on behavior and personalize subsequent communications.

New Year: use customer preferences to customize the offer

NET-A-PORTER ran a campaign based on their potential buyers’ New Year’s resolutions. The brand used Google Trends to show the “resolutions” timeline, starting December 27 and ending January 7, for the entire year.

Identify ideal customers based on their age, job function, and buying habits. Then specify your end goal, such as increasing category sales, personalizing experiences for specific customers based on brand affinities, cart, previous purchase history, preferred channel, and time.

After the New Year, it is important to use the learnings of the golden room to apply as usual, particularly in the ascent to the next peaks: Valentine’s Day, Easter, Chinese New Year, etc.

Lastminute.com surveyed its customers and Google search trends to launch Holiopathy and position its vacation packages as a drug-like cure for the post-New Year blues. The campaign increased participation by 54%. Keep the pressure on by turning on all channels and deliver consistent messaging throughout the customer journey, including social retargeting to reinforce offers, especially for shoppers who like to shop around or read reviews before making a purchase.

conclusion

The key to the success of all of these campaigns for each peak event is persistence, consistency across channels, and compelling data- and insight-driven content that drives ongoing segmentation and personalization. And then the proof that everything works can be measured by A/B testing that enables continuous improvement, enabled by Artificial Intelligence.

It’s a merry-go-round of activities, but one you won’t want to get off.

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