With the holiday shopping season in full swing, and as the annual spike in retail sales returns, it’s never too early to start planning for your next promotion. Especially since this year looks even more promising than last.
The National Retail Federation (NRF) expects 2013 holiday retail sales to increase 3.9 percent compared to 2012. That would put total sales at $602.1 billion – and retailers will want to do everything possible to not miss out.
So how can you take advantage of this trend and get more holiday shoppers to your retail location? Retailers can boost sales by combining the benefits of direct mail with that of a loyalty program to increase holiday shopper traffic.
But first you’ll need a few tips to institute your loyalty program:
- Create a database of your retail customers
- Invite them to sign up for your loyalty program
- Ask customers to provide their name, street address, mobile number and email address
- Track their spending
- Reward your most active customers by mailing them discounts or special offers for purchasing at your retail location
IWCO Direct has extensive experience partnering with retail clients for their loyalty programs. Here’s what we know about successful retail direct mail campaigns that will increase in-store traffic and sales:
- Use personalization to target your messages, discounts or special offers specifically to the intended retail customer. This will add relevance and increase gross response rate (GRR) and return on investment (ROI).
- Engage in cross-channel marketing by sending an email or text to your retail customer telling them to look for that special offer arriving soon in the mail. The direct mail offer should also remind them to visit your retail location during upcoming events or sales.
- Use a sophisticated postal strategy that targets your desired in-home date(s) to further increase your holiday retail sales.
Wishing you a prosperous holiday season!
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