Over the last six weeks, we’ve taken an in-depth look at how brands can prepare for the uncertainty of the 2021 holiday season and now we want to take a moment to recap key insights. With consumer behaviors rapidly changing each month leading up to the holidays, there’s no such thing as too much preparation. So have a seat, take a breath, and revisit essential ways for brands to make the most of the upcoming holiday season.
Turning uncertainty into opportunity
In this current climate of hardship, brands have the opportunity to show up in the moments the matter to consumers and add joy to the holiday season. You can accomplish this by meeting your audience when, where, and how they want to interact with your brand and here’s how to do it:
Data collection: How you utilize customer data is just as important as the data itself. Keep these three things in mind as you prepare your holiday campaigns: segment your audience so they receive relevant content, be sensitive to oversaturation, and understand consumers’ purchasing intent.
Digital experiences: Build customer-first campaigns with consistent, transparent messaging, defining micro-segments to help you target appropriately, and be mindful of how consumers have been forced to adjust over the last year.
Commerce: Provide seamless online and in-store customer experiences to provide an exceptional shopping experience no matter where the consumer is at. Do this by keeping track of where consumers are in the customer journey, offer mobile-to-in-store experiences, and get products to people quickly.
Loyalty: In order to create personal experiences in a world where cookies are becoming more irrelevant due to data privacy, brands should adjust a data-driven approach to focus on behavior, attitude, and engagement data. The top things to consider are your value exchange and bolstering your identity efforts.
Next steps for your brand
As you map out your holiday customer journey, come with us a step further and download our 2021 Holiday Preparation Playbook. You can also sign up to watch The Next Normal webinar, The Trends Driving Holiday 2021 Success, on demand. We’re here to walk your brand through the new holiday landscape and beyond.