Retail Merchandiser - November/December 2017 - 116

SOLUTION PROVIDER TOUCHCR

Boost Holiday Sales
Learn key strategies to use when developing holiday marketing campaigns to not only increase sales now, but also all year long. BY RITCHIE HALE

Retailers must enforce a strong omnichannel marketing strategy that engages
shoppers at every touchpoint.

T

he biggest time of year for
retailers is right around the
corner - holiday shopping
season. As more than 154 million people shopped over Thanksgiving
weekend in 2016, retailers should expect
another record-breaking year.
This year, however, more than 75
well-known retailers are expected to
close their doors on Thanksgiving Day,
and some even on Black Friday according to Black Friday deals site BestBlackFriday.com, indicating a major
move to online sales.
This digital transformation can be a
great win for retailers of all sizes, but
only if marketers implement the right
strategies. From retention efforts to
securing new customers, retailers must
enforce a strong omni-channel market116

RETAIL-MERCHANDISER.COM

ing strategy that engages shoppers at
every touchpoint. Engaging with the
customer throughout the entire journey will be very critical to maximizing
profits this holiday season.
In order to effectively revamp Black
Friday and Cyber Monday strategies
to increase sales and secure year-long
customers, there are three areas marketers need to pay attention to: cost of acquiring new customers, sales from loyal
customers and balancing acquisition and
retention efforts.

The Cost of Acquiring
New Customers
While most brands focus on offering
steep discounts during the holiday season, being mindful of the cost of acquiring new customers should be a focus as

November/December 2017

well. When confronted with two price
points for a particular item, shoppers
are likely to choose the lower. But, other
incentives, such as free shipping and
returns, can also encourage new users to
make a purchase.
With deep discounting, many
retailers are faced with the challenge
of trying to break even on the cost of
acquiring that customer and making
money from them as well. Do you offer
the absolute lowest price in hopes that
the customer will return to make continuous purchases? How can you best
predict this will happen?
This is where retention and monetization come into play. Deciphering which
users have repeatedly visited versus those
who are clearly shopping around is critical in targeting retainable shoppers. The
customers who have visited either the
site or particular item numerous times
are the ones marketers should target
with deep discounts. The more engaged
the user is with the site, the more likely
they are to purchase again.

Re-engage Loyal Customers
Black Friday and Cyber Monday go
beyond introducing new customers
to your brand; marketers also need to
engage with existing customers. Previous buyers that are already familiar
with the product and/or brand are a key
aspect to sustaining and growing sales,
especially during the holiday season, as
these existing customers will be more
likely to complete the transaction than a
first-time user.
By leveraging deep customer insights
to fully understand who your best
customers are, how often they're buying


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2017

Contents
Retail Merchandiser - November/December 2017 - Cover1
Retail Merchandiser - November/December 2017 - Cover2
Retail Merchandiser - November/December 2017 - 1
Retail Merchandiser - November/December 2017 - Contents
Retail Merchandiser - November/December 2017 - 3
Retail Merchandiser - November/December 2017 - 4
Retail Merchandiser - November/December 2017 - 5
Retail Merchandiser - November/December 2017 - 6
Retail Merchandiser - November/December 2017 - 7
Retail Merchandiser - November/December 2017 - 8
Retail Merchandiser - November/December 2017 - 9
Retail Merchandiser - November/December 2017 - 10
Retail Merchandiser - November/December 2017 - 11
Retail Merchandiser - November/December 2017 - 12
Retail Merchandiser - November/December 2017 - 13
Retail Merchandiser - November/December 2017 - 14
Retail Merchandiser - November/December 2017 - 15
Retail Merchandiser - November/December 2017 - 16
Retail Merchandiser - November/December 2017 - 17
Retail Merchandiser - November/December 2017 - 18
Retail Merchandiser - November/December 2017 - 19
Retail Merchandiser - November/December 2017 - 20
Retail Merchandiser - November/December 2017 - 21
Retail Merchandiser - November/December 2017 - 22
Retail Merchandiser - November/December 2017 - 23
Retail Merchandiser - November/December 2017 - 24
Retail Merchandiser - November/December 2017 - 25
Retail Merchandiser - November/December 2017 - 26
Retail Merchandiser - November/December 2017 - 27
Retail Merchandiser - November/December 2017 - 28
Retail Merchandiser - November/December 2017 - 29
Retail Merchandiser - November/December 2017 - 30
Retail Merchandiser - November/December 2017 - 31
Retail Merchandiser - November/December 2017 - 32
Retail Merchandiser - November/December 2017 - 33
Retail Merchandiser - November/December 2017 - 34
Retail Merchandiser - November/December 2017 - 35
Retail Merchandiser - November/December 2017 - 36
Retail Merchandiser - November/December 2017 - 37
Retail Merchandiser - November/December 2017 - 38
Retail Merchandiser - November/December 2017 - 39
Retail Merchandiser - November/December 2017 - 40
Retail Merchandiser - November/December 2017 - 41
Retail Merchandiser - November/December 2017 - 42
Retail Merchandiser - November/December 2017 - 43
Retail Merchandiser - November/December 2017 - 44
Retail Merchandiser - November/December 2017 - 45
Retail Merchandiser - November/December 2017 - 46
Retail Merchandiser - November/December 2017 - 47
Retail Merchandiser - November/December 2017 - 48
Retail Merchandiser - November/December 2017 - 49
Retail Merchandiser - November/December 2017 - 50
Retail Merchandiser - November/December 2017 - 51
Retail Merchandiser - November/December 2017 - 52
Retail Merchandiser - November/December 2017 - 53
Retail Merchandiser - November/December 2017 - 54
Retail Merchandiser - November/December 2017 - 55
Retail Merchandiser - November/December 2017 - 56
Retail Merchandiser - November/December 2017 - 57
Retail Merchandiser - November/December 2017 - 58
Retail Merchandiser - November/December 2017 - 59
Retail Merchandiser - November/December 2017 - 60
Retail Merchandiser - November/December 2017 - 61
Retail Merchandiser - November/December 2017 - 62
Retail Merchandiser - November/December 2017 - 63
Retail Merchandiser - November/December 2017 - 64
Retail Merchandiser - November/December 2017 - 65
Retail Merchandiser - November/December 2017 - 66
Retail Merchandiser - November/December 2017 - 67
Retail Merchandiser - November/December 2017 - 68
Retail Merchandiser - November/December 2017 - 69
Retail Merchandiser - November/December 2017 - 70
Retail Merchandiser - November/December 2017 - 71
Retail Merchandiser - November/December 2017 - 72
Retail Merchandiser - November/December 2017 - 73
Retail Merchandiser - November/December 2017 - 74
Retail Merchandiser - November/December 2017 - 75
Retail Merchandiser - November/December 2017 - 76
Retail Merchandiser - November/December 2017 - 77
Retail Merchandiser - November/December 2017 - 78
Retail Merchandiser - November/December 2017 - 79
Retail Merchandiser - November/December 2017 - 80
Retail Merchandiser - November/December 2017 - 81
Retail Merchandiser - November/December 2017 - 82
Retail Merchandiser - November/December 2017 - 83
Retail Merchandiser - November/December 2017 - 84
Retail Merchandiser - November/December 2017 - 85
Retail Merchandiser - November/December 2017 - 86
Retail Merchandiser - November/December 2017 - 87
Retail Merchandiser - November/December 2017 - 88
Retail Merchandiser - November/December 2017 - 89
Retail Merchandiser - November/December 2017 - 90
Retail Merchandiser - November/December 2017 - 91
Retail Merchandiser - November/December 2017 - 92
Retail Merchandiser - November/December 2017 - 93
Retail Merchandiser - November/December 2017 - 94
Retail Merchandiser - November/December 2017 - 95
Retail Merchandiser - November/December 2017 - 96
Retail Merchandiser - November/December 2017 - 97
Retail Merchandiser - November/December 2017 - 98
Retail Merchandiser - November/December 2017 - 99
Retail Merchandiser - November/December 2017 - 100
Retail Merchandiser - November/December 2017 - 101
Retail Merchandiser - November/December 2017 - 102
Retail Merchandiser - November/December 2017 - 103
Retail Merchandiser - November/December 2017 - 104
Retail Merchandiser - November/December 2017 - 105
Retail Merchandiser - November/December 2017 - 106
Retail Merchandiser - November/December 2017 - 107
Retail Merchandiser - November/December 2017 - 108
Retail Merchandiser - November/December 2017 - 109
Retail Merchandiser - November/December 2017 - 110
Retail Merchandiser - November/December 2017 - 111
Retail Merchandiser - November/December 2017 - 112
Retail Merchandiser - November/December 2017 - 113
Retail Merchandiser - November/December 2017 - 114
Retail Merchandiser - November/December 2017 - 115
Retail Merchandiser - November/December 2017 - 116
Retail Merchandiser - November/December 2017 - 117
Retail Merchandiser - November/December 2017 - 118
Retail Merchandiser - November/December 2017 - 119
Retail Merchandiser - November/December 2017 - 120
Retail Merchandiser - November/December 2017 - Cover3
Retail Merchandiser - November/December 2017 - Cover4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue3a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2A
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue6
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue5
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue3
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20171112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170304
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_globalsen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_nextgen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910
http://www.nxtbook.com/nxtbooks/phoenix/rm_20140708_reprint
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130506
http://www.nxtbook.com/nxtbooks/phoenix/rm_mediakit2013
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20121112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20111112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20110910
http://www.nxtbookMEDIA.com