With Christmas over, brands are looking to measure the success of this crucial period. But there are a lot of opportunities in the new year after a busy last quarter. For you to truly have a successful post-holiday season, proactive maintenance of your existing customers has to take top priority.

Analyse the pre-holiday data

With the new additions to your data sets from the holiday season, it’s crucial to not let it go to waste.

Within your data there are opportunities to understand:

  • Who are your customers?
  • Why do they buy from you?
  • How can you better cater to them in the future?

By taking back the power and making informed decisions through your data analysis, the new year gives you a chance to remain close to your customers and offer them something that your more idle competitors will not.

Analyse Data

Onsite data: Customer journey

Through CRM caretaking you ensure all your leads are kept up-to-date with real-time updates, taking out any guesswork for you.

Through this analysis, you can determine exactly when a customer’s journey ends. Giving you a clear idea at what point potential buyers backed out of a sale.

For instance, abandoned baskets at the checkout could indicate that the shipping charges are turning potential sales away. This can then inform your after-holiday sales strategy where you offer free shipping rather than a discount. Or maybe a drop off in the checkout process indicates User Experience (UX) difficulties on your site that need to be addressed.

Engage with your contact list

With customer retention in mind, it’s hard to imagine you won’t have some form of email marketing incorporated into your after-holiday sales strategy.

56% of marketers consider email marketing to be the most effective method of reaching customer retention goals.
eMarketer 2014

It’s important to interact with your contact lists, sometimes all that’s needed to bring someone back to your store is a re-engagement. But keep in mind that your client interactions need to be measured and well thought out.

Email Stats

Using your pre-holiday data analysis, you can best determine what will most likely engage your buyers. Bringing them back through offers and deals are good places to start.

Utilising personalised data as opposed to generic strategy will give you the best chance of enticing people back. If customers feel like they’re getting a good deal then your good friend, the fear of missing out, FOMO will kick in.

Stay engaged with loyalty programmes

A second sale doesn’t necessarily indicate loyalty, rather it lays the foundations for you to implement more aggressive strategies such as loyalty programmes later on.

Introducing data capture into this process can help you segment consumers into groups where you can distinguish marketing efforts. Advertising specific deals to specific groups rather than casting one large net with a deal for all.

Follow up on abandoned carts

With the spirit of giving taking over people’s usual priority of self-purchasing, means a lot of sales you would’ve otherwise made go unsettled.

However, that’s not to say buyers don’t come across items they want, toy with the idea of a cheeky purchase and move on trying to forget they’ve just stared at the item in their basket for ten minutes.

Remarketing can generate 147% higher conversion rates and increase the shopping cart completion by 26%.

Often it can be quite handy to send a gentle reminder of that item. Just letting them know it’s there waiting for them, should they change their mind.

Abandoned cart email marketing

Creating an email campaign that reminds buyers of what’s in their cart will more often than not be enough to trigger a spontaneous purchase. Salesforce found that 60% of shoppers, who abandoned their carts, returned to make a purchase within 24 hours of receiving a personalised email.

Email Instruciotns

It doesn’t take much to persuade buyers to spend a little on themselves in the blue months of the new year. About 75% of shoppers who abandoned their carts actually plan to come back. So, without this reminder that’s a huge margin of potential sales, you’re not chasing up on.

Gear your after-holiday sales strategy to the season

Taking advantage of the time of year for your campaigns can also play a huge role in their effectiveness.

For instance, the start of a new year is closely associated with self-improvement. Being a catalyst for people to jump-start their goals that they may or may not follow through on.

New Years Resolution

Marketing products as something to help customer’s reach these goals is another great way to remove the guilt of post-holiday spending. For example, we’ve seen an explosion of vegetarian and vegan products capitalising on the booming vegan popularity, as well as timely trends like “Veganuary”.

A taste of new ideas

Some vegetarian and vegan food companies are using new angles to sell products, by promoting the positive contribution switching to a vegetarian alternative can have on climate change.

Brands like Quorn are tapping into the public anxiety around climate change and many people’s new year’s resolutions on the matter.


For early adopter types, give customers suggestions of products that will be big in 2020, giving them a chance to stay ahead of the curve. This might be “keep me informed” campaigns, where instead of selling you are promoting a release later in the year with nurturing campaigns.

Cater to specific shoppers

Research from eBay Advertising on post-holiday consumer spending habits broke people into three groups:

Self-Indulgent Shoppers

From December 24th – January 24th searches for ‘designer’ items rose by 190% and searches for ‘luxury’ products rose by 148%. Suggesting that spending on yourself for expensive items actually increases in January.

Long Haul Listers

eBay’s data also showed a spike in people searching for holiday-related terms such as; ‘beach towels’ and ‘bikini’s’ showing there are people out there who prep for their summer holidays at the start of the year.

Deferred Purchasers

With the season of giving out the way, people seem to start spending in a more practical way. For example, in January there was a spike in household electronics like ‘washing machine’.

With these in mind, break down your stock and assess the data to see what deals and products you can market to specific groups in your email marketing chain.


Leverage your data to work for you

For retailers and manufacturers, it’s important to leverage your pre-holiday data to inform your post-holiday marketing activities.

Having an informed data strategy is the best way to reliably contact the right consumers with the right deals. Helping you to increase your sales over the new year slump and migrate those single purchases into loyal customers.

Once you build up a loyal customer base who are invested in your business, you can move to the next step. To learn more about this, check out our recent blog Consumer generated content: How to go from customers to brand advocates.

Take the first step towards valuable data

With our Data Capture app and Data services team on offer we provide all the tools necessary to unlock the value in your customer data

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