Festive consumer engagement tips


Are you ready for Christmas?

The festive season is an invaluable period for retail businesses. By the end of the year, online retail sales are estimated to surpass £116 billion, a 12% increase on 2014. Now is the time to embrace opportunities for festive engagement, from changing consumer trends to holiday promotions and brand optimisation. Our top tips for consumer engagement will help you make the most of Christmas.

Online consumer trends

Consumer shopping habits change dramatically in the run up to Christmas. With rapid online growth in retail sales, we spend longer browsing the web at Christmas than any other time of the year. The festive period sees a huge increase in spending, encouraged by big-ticket technology items, such as tablets, e-readers and other digital devices.

Brand engagement

Now’s the time to thank your customers, not with a generic seasonal message, but reward them and make them feel special. The festive season is the perfect time to communicate your brand's personality and engage your consumers in a way that makes them feel good about your relationship — show that you really care and remind them why they love your brand.

Make new connections

Consumers are more open to change at Christmas time, often discovering new brands for their festive gifts. This is the perfect opportunity to communicate your proposition to a new audience. Think about how your product or service is perceived by people who have arrived at your website for the first time. What can you offer that will grab their attention and encourage them to interact with your brand?

Build a community

Increased traffic at Christmas presents a huge opportunity to capture customer email addresses for repeat engagement. However, it’s not enough to simply plonk an input form on your website and hope they sign-up. For someone who maybe unfamiliar with your brand to submit their personal information, you must convey clearly and persuasively what they’ll receive in return. You need to give people confidence, so keep it simple, offer an incentive, and demonstrate value.

Feel-good festivities

’Tis the season for feel-good! It’s a time for consumers to fall in love with your brand and to build relationships that last all year round. Christmas is not an excuse to bombard potential customers with identikit graphics, insipid stock photography and clichéd messaging. Be true to your brand values, communicate a message that makes your customers feel good about your brand.

Keep your message clear and focused, but most importantly don’t go over-board with the tinsel and baubles — otherwise you run the risk of getting lost amongst a sea of predictable festive tropes!

To find out more about our creative branding, call Beyond today on +44 (0)20 7036 0603 or contact us here.