After Christmas, shoppers are more inclined to hold back on spending. They might have recently spent big on gifts, or on items for themselves. So, what implications does this have for marketers?
Emails entreating shoppers to buy again, in short, might be less effective in the long term than those that seek to foster loyalty and bring customers closer to the business. This, in turn, will tend to incentivise repeat purchases.
The “Post-Purchase” Education Loop
When we buy things during the Christmas period, we’re often under pressure to deliver. As such, we might not fully understand how to get the most of new items. This is particularly the case when it comes to certain niches, like technology.
If you’ve been presented with an item as a gift, then you might be particularly receptive to new information about what it can do. How-to guides and other educational resources might be welcome. For example, someone who has purchased a guitar might be targeted with lessons and guides, rather than more equipment.
This approach will help your brand occupy a particular psychological niche. You’ll be perceived as a helpful peer, rather than an aggressive pest.
Leverage “Velocity Incentives” with Same Day Delivery
January also tends to be the month during which gift cards are redeemed. Some shoppers might also seek to treat themselves, and fend off the January blues, with the help of gift card redemption.
If you’re able to deliver value extremely quickly, then you’ll make these impulse purchases more likely. When the rest of the market is lagging behind, you can create that all-important ‘wow’ factor with the help of services like same-day delivery.
Turn Returns into “Exchange Experiences”
January is also the time during which shoppers return their unwanted Christmas items. This is an opportunity for vendors to create a great impression. Don’t just offer refunds, but the option of store credit. Then, use a portal to present the shopper with items that match their shopping history. You might treat this as an ‘upgrade’, and thereby build trust, even among customers who were not satisfied the first time around.
Implement a “Temporary VIP” Status
When shoppers help you to hit your targets in that essential fourth quarter, they should be given special treatment. This will make them likelier to provide that same value next year. Granting VIP status to shoppers, and offering them unique perks, will help to cement your brand in their thoughts, from day to day.
The “Human Touch” Brand Storytelling
Customers at this time of year tend to be wary of relentless sales pitches. What they crave is storytelling and insight – and a chance to form a deeper relationship with your brand. This is where year-in-review messages, and glimpses behind the scenes, can be so rewarding. The same goes for initiatives that communicate your values. For example, you might show how a purchase helped to fund an environmental project.