It’s no secret that COVID-19 has created a few changes in shopping habits this year. For instance, new research reveals that four out of ten shoppers report buying more items online.
And that’s not the only change. What consumers are buying has also seen a shift, with KPMG reporting that industries like travel, hotels, and formal apparel are unsurprisingly down, while appliances and home renovation are seeing a spike.
With all of those changes and economic challenges related to the pandemic, you might expect that it to be a bit bare under the tree this year. Not so fast. Approximately 78% of consumers expect to spend about the same amount this year as last year, and a quarter of Gen Z and 21% of Millennials say they will spend even more.
How can a marketer make sure to pull in some of that consumer activity and make up for what may have been rocky second and third quarters in 2020? Here are a few guidelines for making the most of this year’s holiday spending:
Get the Data Right
Any successful campaign begins with reliable, clean data. Data allows you to identify and segment your audiences, then personalize content for a truly customized experience delivered to the consumers most likely to buy from you.
A report by RedPoint Global and The Harris Poll found that 63% of consumers expect a personalized experience with your brand. That means you need to get beyond just filling in their first name on emails. You need to monitor and understand their browsing and buying behaviors, paying close attention to what behaviors trigger contact from you. For instance, the same report finds that about one-third of consumers say they get very frustrated when they receive a suggestion to buy something they’ve already purchased or that is irrelevant to them.
Name Your Value
What makes you stand out against your competitors? Is it your quality? Maybe there’s a bit of luxury to your brand, or maybe you have a ridiculously good return policy. Know what you offer, and know what is important to your customers. Maybe you always have a great return policy, but for the holidays, you’re also going to throw in free shipping to add extra value for your customers.
Connect With Frequency and Flexibility
You need a multichannel marketing plan that allows you to create a variety of touchpoints with your target audience, and in 2020, it’s important that it leans heavily on digital methods. But you also need to have the agility of a ninja point guard who specializes in parkour. Be ready, as the impact of COVID-19 spiking in the winter months could mean more curbside pickups, more online sales, and more investment in digital platforms.
At DirectMail.io, we offer automated omnichannel marketing that relies on quality data to create a personalized experience for your customers. Click here to schedule a 15-minute conversation with us to see if our platform is a fit to help you close out the holiday season with extra good tidings and cheer.