Repeat business: the key to effective marketing for retailers at Christmas

Many retailers are looking to the holiday season for their much needed financial influx before the calendar year end.  Marketing dollars are limited in a tough economy and savvy small retailers are using what marketing budget they have to find ways to create multiple shopping visits from each customer

"Stock up" on repeat business

Here are several tips you can try and amend to suit your unique situation:

Remember the early shopper, although trying to avoid stores at the last minute, will still need those last minute gifts. 

• Reward them for repeat shopping with a free gift with second purchase (stamp their first receipt)
• Set up a "last minute table" with pre-wrapped items specifically chosen items for smaller budgets and quick visits
• Have a preferred shopper happy hour from 6-7 pm on a Thursday night - serve refreshments and offer something for free, special pricing, special add-ons, etc. (Be sure to have invites inserted into every shoppers bag until the event.)
• Use social media to announce daily specials the last week before Chirstmas!

Retailers with the option of shopping online can offer their clients:

• Once they buy offline - customers get online free shipping for before holiday delivery.
• Preferred customers, those who have made first holiday purchase, receive free gift with a second online purchase
• Buy online, come in the store with receipt and receive free wrapping

Some retailers may be thinking big picture, and wondering how to capitalize on the influx of holiday shoppers in January.

• Offer all purchasers online and offline special pricing in January
• Offer demo days, if appropriate, and show customers how to make the most of the Dec. purchase - or gift.  (be sure to have a good up-sell product available)
• Start a club!  Help to create customer loyalty with club membership that offers discounts and preferred products available only to members.  Have them sign up online so that you have the data you need to begin an ongoing marketing and appreciation relationship.

Of course, each industry will require a unique approach however.  However, retailers will share a commonality this holiday season; people will be cautious with their purchases, and shoppers are  sensitive to the businesses they see as taking advantage of them in difficult times. 

Show your true colors this year with the spirit of giving yourself, and see your customers back again for their next holiday purchase, and maybe with friend in tow.

 Other helpful articles

Store layout for Christmas

How to make your holiday season last longer

To Our Success,

Harmony Thiessen