Staying attuned to customer trends is the secret sauce to winning loyal customers and boosting sales. After all, if you don’t fully know your customers, how can you expect to fully satisfy them?
This week, we’re diving into insights from IMRG’s latest data on customer loyalty, holiday shopping, and what’s keeping consumers engaged online.
Here’s what you need to know to make the most of this data and keep customers coming back for more.
1. Loyalty Programmes: The Secret Weapon for Higher Sales
Ever noticed how your most loyal customers tend to spend a little extra? IMRG’s latest data confirms it.
Loyalty scheme members not only spend more per transaction (£88 vs. £72 for non-members) but also add more items to their baskets. Loyalty schemes are driving both quantity and quality in sales.
| Our Take: If you don’t already have a loyalty programme, it’s time to consider one. For existing programmes, look at optimising the rewards and making the benefits really clear to customers. Push loyalty perks in your SEO content and PPC ads to appeal to value-focused shoppers looking for reasons to continue returning to your brand. Think about offering high-spending customers early access to holiday deals, exclusive discounts, or special rewards – anything that makes them feel appreciated! |
2. The Holiday Shopping Rush Starts Early – Don’t Miss Out!
85% of UK shoppers start their holiday shopping in October. People are looking to avoid the stress of last-minute shopping and spreading their spending, so don’t neglect the importance of these early autumn months. Eager shoppers present a great opportunity to promote your brand and showcase your holiday offers.
| Our Take: Now’s the time to turn up the dial on your holiday-centric content. Start by optimising PPC campaigns and blog content for holiday-related keywords. Seasonal banners, festive ad creatives, and even countdowns to big shopping days like Black Friday can work wonders. And since your customers are ready to spend, make sure your website can handle the extra traffic and keep the checkout experience seamless. But also don’t neglect the evergreen content that’s not holiday-specific. Keep your blog and social media platforms active with regular updates and valuable information that will continue to attract new customers outside of the festive season. |
3. Make Targeted Marketing the Heart of Your Retention Strategy
The data points to targeted marketing as the best tool for retaining customers. We’re talking about hyper-personalised emails, tailored recommendations, and special offers that keep customers coming back.
As personalisation gains traction, shoppers expect brands to know what they want and deliver it without them having to look too hard.
| Our Take: Start with data-driven insights to create marketing that resonates. Retargeting is a great way to bring back visitors who’ve shown interest, while personalised email campaigns are perfect for highlighting products similar to their previous purchases. You can also offer loyalty members exclusive discounts or early access to new products. Personalisation should extend to every touch point, including product recommendations on your site and even paid ads that dynamically showcase products based on what customers have viewed. By making your customers feel seen, you’re building loyalty and driving repeat sales. |
5. Personal Data is a Goldmine for Enhanced Shopping Experiences
Customers are increasingly willing to share personal data – 58% say they’ll do so in exchange for tailored recommendations (in a survey conducted by Talon.one, a promotion and loyalty software provider for enterprises).
Personal data doesn’t just help with targeted marketing but also provides the foundation for loyalty and retention strategies that cater to unique customer preferences.
| Our Take: When customers sign up for loyalty schemes, use that data to create personalised shopping experiences. Think product recommendations based on purchase history, exclusive birthday offers, or reminders for items they viewed but didn’t buy. In your paid media and SEO content, encourage customers to sign up by highlighting these personalised perks, such as getting “hand-picked recommendations” or “member-only offers.” This personalised approach not only keeps customers engaged but also builds trust in your brand, as they see real value in the data they share. |
Wrapping It Up: Tuning Your Strategy for the Festive Season
As the holiday season kicks off, these insights offer a clear path to reaching and retaining customers more effectively.
A well-optimised loyalty programme, personalised marketing, and a strong festive push can set your brand up for success.
At Neural Edge, we’re here to help you take these insights and turn them into actionable. Get in touch to learn more about our SEO and PPC expertise.
