Sales instead of stress: six tips for optimal Christmas business
Not everyone finds the run-up to Christmas enjoyable; for many, it’s nothing but stress. Dunnhumby has six tips on how you can make the holiday season as stress-free as possible for your customers and thus ensure a better customer journey.
For many retailers, Christmas is clearly the most important time of the year. What customers want to avoid as much as possible during Christmas shopping is stress. Dunnhumby, one of the world's leading providers of data analysis, provides tips on how retailers can increase customer loyalty and boost sales during the Christmas season by offering a personalized and simple shopping experience:
1. address your customers directly: Send a personalized Christmas card to loyal customers. Forget about the business and never include a sales message in this card. You can also add a small gift such as a box of chocolates to the card. A personal greeting from the store manager makes it even more special. Also offer your customers their usual Christmas shopping list. Highlight any new items and mark products that have changed or been discontinued.
2. use discounts and special offers correctly: Provide a preview (as targeted and personalized as possible) of any planned promotions or discounts during the holidays. This will help take the stress out of planning purchases and help your customers organize the best times to shop. Also offer coupons around the products that resonate most with customers during the holidays.
3. benefits for loyal customers: Offer new items to loyal customers first by organizing exclusive shopping events, for example after official closing time. This way you can not only thank your best customers, but also offer them a new experience and turn them into brand ambassadors. In addition, reserve the most important slots for online services for loyal customers or offer them the opportunity to schedule and book delivery times earlier (experience shows that the delivery service is very busy around the holidays, leaving some loyal customers disappointed).
4. do not forget your employees: Increase motivation during the busy holidays by also sending employees a Christmas card or giving them the opportunity to try new products. Also deploy staff who normally only work at head office to the branches during the holidays to help with sales.
5. use your data: The "most wonderful time of the year" is also the best time to use your data. For example, experience shows that many shoppers tend to shop in specialty stores rather than supermarkets during the holidays. With the right data, you know who these customers are and can therefore personalize offers. But don't personalize everything: send Christmas greetings to all customers. Again, do without an advertising message.
6. ask the customers: Crowdsourcing is a new phenomenon where customers can vote and influence retailers' decisions - including how you build your Christmas business.
