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Customer Retention. Automated

Moms, Dads & Grads: Prepare to Cash In

Posted by Andrew Pearson on Mar 9, 2015 3:05:00 PM
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Moms, Dads & Grads: Prepare to Cash In on the Multi-Billion Dollar Industry

Key holidays and milestones lie ahead as opportunities to connect with your customers. Mother’s Day is celebrated on May 10th, Father’s Day on June 21st, with high school and college graduations scattered in-between. As we venture into the second quarter, you should begin brainstorming effective ways to engage with your customer base. Leveraging customer data through an effective marketing campaign can help you meet your mid-year marks.

Here are some quick facts surrounding the upcoming billion dollar spending spree:

  • The National Retail Federation approximated total spending for last year’s Mother’s Day to be $19.9 billion, in conjunction with $12.5 billion for Father’s Day[1]
  • Gift givers will spend more on mothers than fathers; as of 2014, the average person was expected to spend a total of $162.94 on Mother’s Day compared to $113.80 for Father’s Day[2]
  • Following Christmas, Mother’s Day is the second most popular holiday for gift giving[3]
  • Last Spring, Americans spent approximately $4.7 billion on graduation gifts, with the average person spending $97.79 for a combined two graduates[4]

Divide and Conquer: Segment Your Customer Lists

Your goal is to target the right customer with the most applicable message at the most effective time. As you reflect on your Q1 earnings and total 2014 purchases, segment your customers into specified categories to customize distinct messages to respective groups. With gender and age specific holidays, it is crucial to divide your base by both gender and age. Additional categories could include last year’s buyers or last-minute purchasers, as they can be targeted using product purchase history.

Show Customer Appreciation

The month-long holiday season comes at a perfect time to demonstrate customer appreciation halfway through the year. Utilize special discounts to your loyal and high-spending customers to demonstrate appreciation. Consider offering free shipping until the end of April or beginning of May, to incentivize procrastinating customers to purchase before the late-stage periods. Offering delivery as late as possible is a differentiating factor from your competitors. If you have access to geographic data (shipping information) you can even send target messages regarding shipping options to your customers.

Recommend Products

Purchasing numerous gifts for different clientele can be frustrating. Help customers avoid the phrase, “Dad is too difficult to get a gift for!” through suggesting products based on previous purchases and taste. Understanding and analyzing last year’s purchases can help you reconnect with customers and provide them with the best gifts possible.
For Mother’s or Father’s Day, popular gifts include parent-child outings. If you are offering coupons from Groupon or LivingSocial, be sure to make your customers aware of the holiday deal.
Gift cards are a great and easy gift for someone special. If you are struggling to find a gift for a recent grad, consider the gift-card purchase. Be sure to make this option available in your emails and throughout your marketing campaign.

Don’t forget the power of the gift guide. Think about creating a gift guide that encompasses your top sellers to send to your customer base.

  • Check back soon for our FREE 2015 Moms, Dads, and Grads E-book and sign up here for the Webinar to gain more strategies and examples.moms-dads-grads-webinar
  • Learn how Windsor’s Circle Customer Retention Software will help drive more sales during the spring season and beyond with a FREE demo. 

[1] NBC Today: Money. “Dad’s not getting as much for Father’s Day as Mom got for Mother’s Day.” June 10, 2014. http://www.today.com/money/dads-not-getting-much-fathers-day-mom-got-mothers-day-2D79778122
[2] NBC Today: Money
[3] Hallmark: Mother’s Day Facts. http://corporate.hallmark.com/Holiday/Mothers-Day
[4] National Retail Federation. “Americans to Spend More Than $4.7 Billion on Graduation Gifts.” May 19, 2014. https://nrf.com/news/americans-spend-more-47-billion-graduation-gifts

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