Following a recent report from Mintel on how sales growth is expected to be unspectacular this Christmas, it got me thinking that for some it may be disappointing, but there will be a few retailers who buck the trend.

Christmas is the most competitive time of year for retailers but a lot of revenue growth will undoubtedly be lost to sales and offers; as retailers feel that being cheapest is one of the only customer experiences that is valued.

By understanding customers sooner and segmenting audiences by personality, retailers can create a customer journey that tailors to the Christmas shopping experience of two very different groups. For example those who are highly conscientious are likely to have their Christmas lists ready and start their Christmas shopping early compared to those who are perhaps more spontaneous who are likely to be buying later and deciding on gifts as and when they see them.
It is by delving deeper into a customer’s personality and beginning to understand the motivations behind purchases that will help retailers to boost their Christmas growth this year as well as their customer engagement.

If they haven’t already, retailers really do need to start thinking about what type of experience they will be delivering this Christmas. Is it that they are going to spend more on marketing and shout longer and louder than competitors or are they going to spend more time understanding who the customer is and what experience might appeal to them as an individual?

Those retailers who can segment their audience in the next couple of weeks and base their campaign on who their customers are will be the ones who are most likely to win big this Christmas. Additionally, they are also the ones who are going to learn the most and have a better insight into how their customers are going to behave again next year.

 

By Ed Weatherall, Client Director for WHY from VisualDNA.

PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.

comments powered by Disqus