6 Post-Holiday Strategies for Customer Retention
Santa may have hightailed it back to the North Pole, but savvy retailers know the holiday shopping season extends long after the fruitcake is tossed.
Post-holiday is the time to focus your efforts on engagement and retention. Customers have purchased from you, given or received gifts from you, and are presumably thrilled with the experience. Keep them coming back for more with these tips for driving customer retention online and with your email marketing program.
1. Accessorize. Get dynamic with your follow-up communications post-purchase. Create a campaign that encourages shoppers to “accessorize their gifts” by showcasing a variety of items associated with the product they purchased or received. This can be done at varying degrees of relevance, depending on the type of data you have access to, such as specific products or category-level information. Also consider including content that adds value, such as tips for cleaning or servicing their new item.
2. Service with a smile. Keep your customer service message prominently displayed on your website and in your post-holiday campaigns by creating a service-focused footer. Include a clear call to action with information about how to return an item, options for in-store exchanges, complete warranty information, FAQs and how to use a gift card. Be sure to also include alternate forums where customers can contact you — Facebook, Twitter, a toll-free number or live chat. Make it easy for consumers to engage with you using the channel they're most comfortable with.
3. Promote gift card redemption. The National Retail Federation estimated that nearly $25 billion worth of gift cards were going to be purchased in the 2010 holiday season. Because retailers can’t include gift card values in revenue numbers until they're redeemed, driving consumers to use their gift cards sooner rather than later is an important initiative.
Related story: Dealing With This Season's Burned Out Subscribers