5 Tips to Turn Holiday Traffic Into Everyday Customers
4. Don’t assume that customers who viewed DVDs are movie lovers. If your customers are typical humans, they probably browsed for gifts and personal purchases. Look at which products were purchased and browsed together for more insights into buyers' preferences. Was it a gift? Did the customer look at DVDs but end up purchasing a toaster? Were they buying gifts but browsing for themselves? Was the gift to an immediate family member or someone outside the home? To keep these new customers coming back, there might be more gold in what was browsed over what was finally purchased.
5. Compare everything to the known behaviors of your loyal customers. If a first-time visitor purchased a digital camera, what should you offer him next? Look at the vast amount of purchasing data you already have on your current customers to understand the product affinities that will help you generate your campaign to that new customer segment. Your existing customer data might show that customers who purchase cameras are highly likely to purchase digital photo frames within 25 days. Also, don’t ignore those new visitors who didn’t make purchases. You were able to grab their attention once, and now you have mindshare. If they browsed, you already know their interests. Even if they didn’t purchase from you, maybe they purchased the items somewhere else. Treat them as a specific segment, and get them back.
Just because the holidays are over, it doesn’t mean your customer traffic should go down — now is the time to leverage your customer knowledge and turn that holiday traffic into repeat visits. But don’t wait too long: The mindshare you gained in December might be starting to fade already.