Geoff Smith says, “Holiday sales have traditionally been viewed as transactions with the customers buying gifts rather than as interactions with the people receiving the gifts. As a result, few brands put effort into winning customers’ loyalty to retain them for the long term.

That’s a lost opportunity: Holiday shoppers tend to be more receptive to new brands during this time of the year; to win them over, brands should make an effort to directly engage consumers.

Of course, engaging new customers isn’t necessarily second nature to brands when up to 40% of their annual sales occur between November and December, according to the National Retail Federation. Rather, brands traditionally focus on efforts that drive holiday sales rather than prompting future business.

To develop loyalty with new customers, however, successful brands understand the importance of developing an ongoing marketing strategy that goes beyond the short holiday selling window“.

How to Build Relationships With Customers You See Only Once a Year

MarketingProfs

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