What can we learn from customer behavior during the past weeks and the holiday season?
Buying Experience
Inflation still has an impact on buying behavior. Economic and political shifts can lead to more mindful or even restrained consumption. At the same time, “luxury” items like jewelry or cosmetic products can gain popularity, as many consumers feel like treating themselves. There is a desire for positive moments. It is time to emphasize the on-site shopping experience: that could be personal advice at the store or special customer events.
Finding the Best Deals
Saving money is still relevant. Many consumers spend less and pay close attention to prices. Good deals, discounts or loyalty programs are highly attractive for customers to save money. Offers like these work extremely well in combination with location-based marketing. Showing the way to the store where a discount code can be used, and highlighting its accessibility, will boost response rates even more.
Print Matters
Physical, printed marketing material is an ongoing favorite of many consumers. As mentioned in one of our previous blog articles, the German discount supermarket ALDI Süd has reintroduced their weekly printed flyers after phasing them out as a test. Printed brochures and direct mail provide a break from the screen. The haptic experience of a physical mail piece is a lot more effective than an e-mail or app notification, which can easily be swiped away. USPS even offers a special promotion for “multi-sensory” mail pieces that include special visual or other sensory effects. Print offers plenty of ways to connect with the recipient and promote engagement.
The UK fashion retailer “De Bradelei” achieved 63% higher response rates with a direct mail campaign including personalized maps:
“De Bradley Case Study”:
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