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Selling without Sales This Holiday Season…

Selling without Sales This Holiday Season

we welcome the month of November, retailers across the country have already
started gearing up for the shopping frenzy — which will only continue to pick
up steam well into December. As holidays drive Black Friday, Cyber Monday and
day-after Christmas shopping events, this season is the one of the busiest, and
most lucrative, times of the year.
it’s common for retailers to slash prices and for consumers to expect sales
during the holidays, the act of discounting may be less advantageous to sales
strategies than one would think. Rather than offering up a sleigh of deals,
follow the tips below to keep consumers merry this season and effectively sell
without sales.
Let Curated Content be the Shining
heard it time and time again: “content is king.” This is especially relevant
when crafting a successful holiday marketing campaign. It’s crucial to remember
that discounts are just one way to attract a customer’s attention, but what
they truly seek is value.
than offering a promotion, marketers should focus on creating content that
brings non-monetary value to a customer. For example, if a marketer looks at
past purchases and knows a specific consumer purchased an item such as an
iPhone or Xbox last year, delivering an email this year that offers a
complimentary accessory or the latest version of this item is a much more
assistive way of communicating with a customer. This approach to curated
content delivers a pertinent and serviceable element to customers as opposed to
“spray and pray” sales promotions discounting items that likely aren’t relevant
to the consumer.
Open Presents before Christmas
Morning: Offer a Limited Edition Sneak Peek
makes the holidays so special is the fact that they only come around once a
year. That said, it never hurts to build excitement and start celebrating a bit
early. A great way to pique subscribers’ interest is by offering a limited
edition product or service ahead of time, as this marketing strategy provides a
sense of urgency to purchase.
this strategy does not have to entail dropping prices, language such as
“limited edition” and “holiday offer” usually do a great deal to incentivize
consumers to purchase right away. Create emails that offer a sneak peek into
this year’s hottest item, then open a window for subscribers to purchase this
year’s “must have” present early. Focusing on the exclusivity of an item is a
great way to attract attention without a discount and ultimately drive sales.
Tie Email Marketing and Social Media
Together with a Bow
most successful brands this holiday season will be the ones that are able to integrate all branches
of their marketing together to create a memorable customer experience. In fact,
when leveraged correctly, social media and email marketing can have a
synergistic relationship with brands by enabling social media to drive email
subscriptions and emails to bring more followers to social channels.
Additionally, this approach allows brands to meet users across various touch
points on the path to purchase.
can start by cross-promoting campaigns and building social icons into emails.
This allows customers to access pages with just a few clicks while checking
email. Focus on bringing as much value as possible to the consumer by
showcasing holiday goods across platforms, providing additional information on
products on both email and social channels, and offering customers a way to
connect with brands across multiple touch points.

and sales are not the only means to a successful holiday season, and while price
tag markdowns, sales promotions and vouchers may have dominated holiday
campaigns in the past, the tide is changing. These days, price conscious
customers are far from “penny wise, dollar foolish;” they want to receive value
in brand messaging and this comes in the form of personalization, seamless
interactions and brand loyalty. By focusing on strong content, limited edition
items and social media integration, retailers this season can certainly expect
to sell without sales.
EJ McGowan
VP & Managing Director

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