Kick Off The Holiday Season With Our 2022 Guide
Our report, A Retailer’s Guide To The 2022 Holiday Season, reviews lessons learned from last year’s holiday season and advises retailers and brands on tactics to prepare for the next few months. This year, we’re suggesting five key areas for retailers and brands to focus on, as follows:
1. Meet and exceed customer expectations with authentic marketing. In 2021, promotional email volume skyrocketed as brands worked to reengage customers. Rather than overwhelm customers’ inboxes, retailers should focus on offers that their customers really want. One way to do this is with personalized ads. Target leveraged insights from its Circle loyalty program during the 2021 holiday season to personalize its offers and experienced an $8 to $10 lift in promotional basket size compared to mass offers and a conversion rate of 70% compared to 40%.
When it comes to authentic marketing, retailers can appeal to values-motivated customers, which Forrester defines as