This document discusses how retailers can turn seasonal shoppers into loyal customers. It notes that the fourth quarter accounts for 20-40% of annual revenue and highlights the importance of repeat customers, who are worth up to 10 times as much as their first purchase. The document provides tips for retailers on preparing for the holiday season by understanding customer needs and queries and focusing on personalization and transparency. It also outlines strategies for nurturing customers after their purchases through targeted automated emails.
2. Helpdesk
Centralize customer queries
from all your sales channels in
one place.
Feedback
Target positive feedback by
requesting reviews from happy
customers.
Repricer
Reprice faster, increase your
Buy Box chances and sell
more.
Our connected e-commerce platform
helps online sellers manage support,
feedback and pricing in one place.
4. • Q4 accounts for 20-40% of annual revenue
(NRF)
• Black Friday and Cyber Monday are the busiest
online shopping days of the year
• Cyber Monday 2016 generated $3.45 billion in
online sales in the US, up 12% from 2015
(Adobe)
Why Q4 is crucial
5. • 40% of a retailer’s revenue comes from repeat
customers (Adobe)
• Marketers in the US must bring in five shoppers
to equal the revenue of one repeat shopper
(Adobe)
• Loyal customers are worth up to 10 times as
much as their first purchase (White House Office
of Consumer Affairs)
The importance of
repeat customers
6. • What types of queries to expect and when to expect them
• How much you expect your message volume to increase by
• How many support tickets you are likely to have for each sale
• Your customers’ needs and how to fulfill them
What you need to know
7. Most common queries during the holidays
• Product queries
• Shipping queries
• Order queries
8. Automate with templates and snippets!
• Cut your response times in half
• Manage large volumes of queries
• Minimize human error for rushed responses
9. Get personal
• Address customer by name and sign off with your own name
• Ensure you have their order details and any previous interaction at
hand
• Include localized information in your response, such as
measurements, language, currency, etc.
Personalized messages deliver SIX
TIMES more transaction rates than
generic communication.
HOT TIP!
10. Focus on the customer
• The customer wants a speedy response—no matter what platform
they contact you through
• To feel a connection with a brand
• Their needs to be anticipated
11. Be transparent
• Returns policy
• Delivery times
• Support opening hours
• Product information
• User guides
• Instructional videos
Make information easily visible
everywhere you sell:
Delight your customers by
including:
13. DMA research, email is the preferred mode of brand marketing for consumers in
every bracket
Email Reaches All Audiences
14. Treat Customers Differently
The holidays are a busy time of year:
• This season’s customers
• Regular customers = select offers
• Holiday repeat customers = select offers
• New customers = no email
• Everybody else = everything
15. Reconnect in January
Start to build a relationship:
• Thank you for your order
• We hope you had a great festive season and
that your “gift” was well received
• Here is a discount for yourself
16. • Clearly definable with data
• Respond the same way every time
• The response doesn’t change
Automation points to consider
18. Welcome Email
14 of the 100 companies in our study
didn’t send us an automated welcome
email after joining their mailing lists.
But these companies went above and
beyond.
19. Post Purchase
Nordstrom used its triggered
confirmation email to display
personalized cross-sell and upsell
recommendations.
20. Post Purchase
Nordstrom used its triggered confirmation
email to display personalized cross-sell
and upsell recommendations.
21. Post Purchase
Nordstrom used its triggered confirmation
email to display personalized cross-sell
and upsell recommendations.
22. Abandoned…
The value of abandoned cart emails is
huge, especially with the global
shopping cart abandonment rate at
around 69%.
Only 40% of the brands used this ROI-
driving tactic.
23. Abandoned…
The value of abandoned cart emails is
huge, especially with the global shopping
cart abandonment rate at around 69%.
Only 40% of the brands used this ROI-
driving tactic.
24. Post Purchase
Holiday Extras extended their post
purchase program by sending a highly
personalized upsell offer – hotel stay for
an early flight and lounge access for one
later in the day.
