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blog
Did you know Halloween has overtaken Valentine’s Day as the UK’s third biggest seasonal event of the year? With customers spending between £300m – £400m in the run-up to the event (IBS Times), Halloween is the perfect opportunity for retailers to make a killing. Here’s a trick and a treat to propel your customer loyalty marketing.
Post-Halloween sales can be used to promote pre-holiday purchases. Offer your reward program members double points or discounts on Christmas purchases when they buy Halloween items, or follow up Halloween sales with digital messaging that promotes Christmas deals. Old loyalty program haunting your digital efforts? Dust off the cobwebs and digitise your customer loyalty marketing to benefit from targeted personalised rewards and offers as well as consumer data delivered in real-time to your CRM systems.
Halloween is scarily good news for retailers, with 87% of shoppers making more than one trip to find the perfect costume in-store and nearly half of customers purchasing fancy dress from physical stores instead of online. Meanwhile a study by Bond found that 70% of customers would change where they purchase to maximise the benefits they get. Don’t scare your customers away; incentivise them instead. You can make the most of increased footfall and build loyalty towards your brand by understanding what your customer wants and sending them personalised messaging and offers. With digital messaging you can target your customers with compelling offers as they shop and use their purchase history to make offers scarily relevant. Take your customer loyalty marketing to the next level with Eagle Eye AIR to create compelling digital promotions and rewards in real-time. Discover Eagle Eye products and start creating haunting offers.
If I were to highlight one strategic trend from the headlines this year, it is that retailers are finally starting to shift their digital transformation efforts up a gear. In August, Ofcom underlined why retail must redouble its efforts in following the customer online when it revealed near ubiquitous levels of UK smartphone penetration. One-to-one marketing is now a potential reality, not a dream.
The results are in for Black Friday and it’s not good - even with potentially large price discounts, consumers still didn’t respond well, with like-for-like sales down 0.5% last month and footfall dropping 5.5% post Black Friday – almost double the decline of the previous year. Lessons from 2017 also proved that cutting prices simply cut margins and profitability, without increasing customer demand.
To achieve lasting, in-depth customer loyalty, retailers must develop keen insights into their customers, understand their behaviors and preferences, and deliver valuable, relevant offers and communications to customers based on those insights. To do that, they need connected customer data.