We recently hosted the Holly Jolly Holiday Retention Strategies webinar with Steve Olenski of Oracle, Cortney Wright of Artbeads.com and our own VP of Marketing, Andrew Pearson. Steve shared great insight from the “Turning 2014 Holiday Trends into 2015 Revenue” report by Oracle Marketing Cloud and Edison Research, while Andrew and Cortney discussed holiday retention strategies, including successful campaigns run by Artbeads.com last holiday season.
Here are some of our key takeaways from the webinar:
1) For the holidays, optimize your marketing strategy to get existing customers to come back instead of solely focusing on customer acquisition.
Two-thirds of small business retailers see less than 20% of existing customers coming back for three or more purchases. Get creative with your messaging as early as October, so that by December your brand name is in the forefront of consumers’ minds when they are doing more hard-target buying. A compelling campaign is ultimately effective in both acquiring new customers and nurturing existing relationships.
2) Reactivate last year’s shoppers by using 2014 data to leverage 2015 campaigns.
The holidays are a great opportunity to leverage past purchase data to create segments that allow for personalized email campaigns, a revenue-driving alternative to batch-and-blast emails. Take advantage of category and product purchase data to target customers.
3) Use social media and creative visual content to drive brand engagement.
Investing time and funding into creative, well-planned marketing campaigns pays off. Video is a great asset that drives interaction on social channels and serves both an acquisition and educational purpose, and later can be used as additional content to include in email campaigns. Did you know that 64% of consumers are more likely to buy a product if they’re watching a video of it? Steve says it all: “It’s way beyond a luxury now, it’s a necessity.”