Brand Loyalty Plummets in Q4 – Here’s How to Capitalize
Published: November 6, 2013
Author: Molly Shotwell
Today’s post is by Mason Garrity, Account Director at 3Q and presenter of holiday strategies at last week’s 2013 Seattle Interactive Conference.
There’s a lot to be excited about if you’re a marketer during the holiday season! One important thing to take away from the trends of the season is the near-complete dissolution of brand loyalty.
If you use the influx of new customers properly, studies suggest that you can make them into loyal, return customers into the upcoming year. A whopping 1/3 of the new-returning customers will share your brand with their friends and family, and will make a repeat purchase over 50% of the time. Those are good odds!
The effects will go far beyond the holidays; you’ll have a broader customer base to hit with all of those retargeting campaigns you’re tuning up. The upshot: be aggressive with discounts, make sure your selection is well displayed and easy to navigate, and get your retention and retargeting strategies in shape to take advantage of your new customers in 2014.