By Bronwen Lambert, Business Development Manager at SpaceandPeople
Amid the exciting and fast-paced traditional busy shopping period of Q4, the rest of the year can sometimes fall by the wayside. We love seeing retailers’ numbers go through the till pre-Christmas of course; Can they beat their best sales day? Who can offer the most unique gifting options this year? The bottom line is, however, that connecting with customers from Q1-Q3 is extremely crucial to cultivate sustainable brand loyalty and engagement. Although Christmas is the pinnacle of sales – when brands batten down the hatches with mass recruitment of temporary Christmas staff, training and product launches every single week – keeping momentum for all year round retailing is where brands can really play the long game to push awareness and improve customer experience.
At LUSH, there are a mass of customers who return regularly throughout the year when there is the time and the space (physically and mentally) to explore the delights of different products. They can take advantage of complimentary hand massages and have a serene in-store experience. Other brands such as Rituals and Jo Malone London are also following suit. The festive chaos can be tricky to manoeuvre for regular customers who are used to interacting with staff members and not battling through the crowds of last minute Christmas shoppers. There are, of course, magic moments to be had with customers during the rush of the Christmas period but focusing on creating strong bonds with customers throughout the year is critical for turning festive shoppers into year-round repeat customers. We have to be real about the first quarter of the year – it can be quiet, but there is also the opportunity to gain new regulars, the trust of new customers and attract inquisitive shoppers.
People slump into January, and yes, it can be grey, dreary and soggy (especially in the UK). January and February do however offer the chance to set new goals, define new strategies and kickstart the year on a strong foot. Whilst a lot of retailers go into hibernation or review/recoup mode and emerge again at Valentine’s Day or Mother’s Day, this is the time of the year to ensure that you’re not putting ALL your Terry’s Chocolate Oranges into the Christmas basket! Take some time to think about how your brand can improve customer experience and interaction during the first two to three months of the year.
We all know Valentine’s Day is a huge market opportunity, with 40% of women and 24% of men buying gifts for the occasion, it is therefore imperative to capitalise on the lead up to this key period. With a huge focus in January around health and wellbeing, including Veganuary , and the more recent ‘Galentines Day’ in February to celebrate female friendship, there is space for brands to tailor messages to these events, showcase key product ranges or specific products to audiences who are receptive and have the time to engage meaningfully. Connecting with customers during these periods also allows retailers to gather insights via direct interactions to learn more about preferences and identify needs. This data can inform future marketing strategies and product offerings in the future.
Brand engagement is so much more than how many views you get on TikTok or how many opens you get on your monthly newsletters; it’s about how you make your customers feel all year round. Sustaining momentum in the post-holiday season can look different for every retailer, be it pushing loyalty programmes and rewards, sending out enhanced personalised communication or good-old fashioned promotions and offers. Keeping your target audience engaged and excited about your brand in Q1 and beyond is the ultimate goal.
