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.
Data from 2012 shows that new customers increased 49% in holiday months in 2012 and a whopping 25% of people shop on sites they previously had not shopped on. Consumers become obsessed with finding the best price for particular products, with less (but still some!) emphasis on selection. The most important takeaway is that you can use this demand for the lowest cost products to create new and loyal customers.
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.