EP 64: RJMetrics - Retaining and Maximising Life Time Value of Holiday Shoppers

2X eCommerce Podcast · with Tristan Handy · February 16, 2016 · 35 min

Summary

This episode challenges common assumptions about holiday shoppers, urging e-commerce operators to implement strategies for retaining these valuable customers beyond the initial purchase. It emphasizes understanding post-holiday behavior, optimizing remarketing, and leveraging loyalty to maximize customer lifetime value.

Key takeaways

• Implement post-holiday remarketing campaigns specifically targeting holiday shoppers to encourage a second purchase.
• Analyze holiday customer data to understand their shopping behavior and predict post-holiday sales and returns.
• Focus on branding and loyalty programs to build long-term relationships with customers acquired during the holiday season.
• Consider creating internal benchmark reports to gain deeper insights into your own e-commerce performance and identify growth opportunities.
• Ensure accurate and synchronized product content across all channels to improve sales and reduce friction, particularly for stores with frequently changing catalogs.

Themes

Topics covered

Episode description

Tristan Handy is the Vice President of Marketing at RJ Metrics, a business intelligence platform for SaaS and e-commerce businesses.  Last year on Episode 9, I interviewed Tristan on RJMetrics' 2015 Ecommerce Growth Benchmark Report. In that episode, Tristan introduced the concept of scale from an ambitious standpoint and it was a turning point for me and for the direction of the show. Tristan returns to the show this year, my first returning guest by the way, to give a breakdown of the 2016 RJ Metrics Holiday Customer Benchmark. In this episode, we rethink who the holiday customer is and what our strategy might be for nudging them to make that second purchase. We then analyse further in terms of what to expect in the post-holiday period with sales and returns, and how branding and loyalty plays an important role in remarketing tactics. Tristan finishes with inspiration to make your own report, and what to look for to get a read on the broad outlook ahead for e-commerce in 2016. If you are wanting to get the most from your holiday customers as well as better understand their shopping behaviour, then this episode is not to be missed! Read the show notes for this episode on http://2xecommerce.com/podcast/ep64/   Message from Our Sponsors: This episode is brought to you by Salsify. As an online retailer or supplier, you are well aware that ACCURATE PRODUCT CONTENT drives more sales...However, as your store starts to scale the harsh reality is that maintaining product description content becomes more and more of a challenge to ecommerce teams.Enter Salsify...Salsify is a SaaS based product content management platform built specifically for online retailers and brand owners.I recently took Salsify on a test drive and here are the glaring advantages etailers stand to gain:- Your entire product catalog can be accessed by any department in a centralised hub,- There’s a workflow setup that ensures no fields go amiss when product data is published to multiple channels such a

Frequently asked about this episode

What does this episode say about brand strategy?

Implement post-holiday remarketing campaigns specifically targeting holiday shoppers to encourage a second purchase.

What does this episode say about customer retention?

Analyze holiday customer data to understand their shopping behavior and predict post-holiday sales and returns.

What does this episode say about data analytics?

Focus on branding and loyalty programs to build long-term relationships with customers acquired during the holiday season.

What does this episode say about loyalty marketing?

Consider creating internal benchmark reports to gain deeper insights into your own e-commerce performance and identify growth opportunities.

What does this episode say about brand strategy?

Ensure accurate and synchronized product content across all channels to improve sales and reduce friction, particularly for stores with frequently changing catalogs.

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