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Customer Retention. Automated

Top Holiday-Driven Retail Segments (Part 2)

Posted by Aviva Imbrey on Oct 15, 2015 11:11:01 AM

 

The winter holidays are not the only special occasions when holiday-specific marketing can be a powerful tool. Now that most retailers have access to customer shopping data, they have the ability to find trends specific to their retail category and use that data to influence and increase repeat purchases.

This two-part blog series is all about providing you with holiday segments that correlate with your specific retail category. All of these segments are easily built using two data points: time of purchase and product information.

With the ability to create your own segments with tools like Windsor Circle's Custom Segment Builder, these types of targeted marketing opportunities are at your fingertips. In part two, we’ll offer example segments for apparel, electronics and home goods retailers, while part one focused on health & beauty and food & beverage retailers.

 

Apparel & Accessories

Trend Segment: Use your past new product campaign dates and product categories to find this group that likes to buy your latest offerings. Promote new lines, VIP specials and sneak peaks to this group.

 

Gift Giver Segment: These are you customers who are most likely to buy for other people. Use date ranges around gifting holidays to segment this group. You should create promotions should around upcoming holidays. For instance, customers who purchased items for Mother's Day will most likely buy gifts again for Christmas.


Seasonal Segment: These are your folks that buy apparel as the weather changes. Find them by product category and date range of each season. Promotions for this group should highlight new seasons offering and styles.

 

Impulse Segment: This is all about add-ons. Find this segment by the product category of impulse items and promote hot combos to this group.

 

Peak Retail Holidays:

Easter/Spring

Back to School

Transition Seasons: Fall and Spring

 

Entertainment & Electronics

Gift Segment: Identifying this segment is easy, just combine gifting holiday date ranges with product categories.

 

Hot Release Segment: These are your folks that need the next best thing. Find them by looking at date ranges of your biggest launches and releases and the product category of items associated with them. Promotions to this group should be exclusive, limited-time offers that show off new products.

 

Accessories Segment: Everyone knows the money in electronics is in the accessories. Find customers that need them! Use product category to determine what accessories to promote for your next offer. You can do this automatically through product recommendation emails.

 

Peak Retail Holidays:

Christmas

Black Friday/Cyber Monday

Father's Day

Super Bowl

 

Home

Move-in Segment: For this segment, select product category and the date range of college move-ins and during June-August, which is when the majority of people buy and sell homes.

 

Seasonal Segment: This is for the folks that decorate for the seasons. Capture segments by using purchase dates by season and product category for seasonal items.

 

Professional Segment: Find the segment of customers that use home products for their profession. You can use product category and product quantity to find this group. Promote bulk specials, replenishment, and/or promos for businesses. 

 

Hobby Segment: Focus on your seasonal products to find this category. For example, if you have customers that buy products for outdoor projects in the Spring, then use that segment to promote home projects for the next season.

 

Peak Retail Holidays:

Spring

June-August (Move-in months)

Father's Day

Mother's Day

College move-in

 


To wrap up, here are some key takeaways:

  • Holidays and seasons impact each retail category differently
  • Segmentation does not have to be that complex
    • Date Range + Product Category can create most of these segments
  • Use different promotions for your different segments

 

 

Read part one of this blog series to see examples for food & beverage and health & beauty retailers. For more holiday information, take a look at our free resources.

 

Topics: Customer Retention, Holiday Marketing, Best Practices