While many brands spent the beginning of the year preparing their organizations for the changing future of retail – creating operational efficiencies, and developing more personalized messaging for their target audiences – Epsilon and Conversant in conjunction with Alliance Data’s businesses have joined forces to provide retailers with rich proprietary insights, expert advice and actionable recommendations to help them get ready and informed for the holiday season ahead.
With retailers earning 40% or more of their revenue during the holiday season, it’s not only the most wonderful time of the year – it’s the most important. The “Holiday in July” 2017 Holiday Retail Outlook" report focuses on shifts in consumer expectations this holiday season due to increased access to technology, and provides brands with actionable steps to meet the new and ever-efficient consumer along their path to purchase.
Following is a sampling of the actionable insights for how smart brands can ensure the holiday selling season delivers more green than blue to their bottom line:
- The digital bridge to the consumer: Digital is the future of retail and is a large part of the holiday shopping season. According to Epsilon research, 60% of shoppers 45 and under say they look online, then buy products in store. Brands need to develop digital methods of interacting with the consumer that complement, not distract from, their shopping experience.
- Personalization is here to stay: When it comes to the consumer’s journey, personalization is key. For example, The Land of Nod focused its digital advertising efforts on individual consumers, using data to serve up highly personalized messaging across multiple devices. The more individualized a shopping experience is for consumers, the better impression they will have of the brand.
- Connecting on a deeper level: Even during busy seasons in retail, it is important for brands to emphasize loyalty. According the same Epsilon research, 72% of consumers say a loyalty program makes them more likely to shop a specific retailer. This should ring true during the holiday shopping season too. Customers want brands that make authentic connections and hold values that are similar to their own.
For more information about how Epsilon can help brands increase loyalty and drive growth this holiday season, download the full report.