Future Commerce
· with Moshe Demri
· October 3, 2025
· 44 min
Summary
To thrive in a holiday season rife with inflation and discounting, ecommerce operators must shift focus from deep discounts to cultivating loyalty among "charm customers"—those receptive to 10-15% incentives. This strategy, backed by Optimove’s 2025 Consumer Holiday Shopping Report, provides a pathway to sustainable growth by leveraging personalization and data to build genuine customer relationships beyond just price.
Key takeaways
Identify and target "charm customers" who respond to modest discounts (10-15%) as a key segment for sustained loyalty and growth.
Leverage personalization and data analytics to create tailored offers and experiences that foster emotional connections, moving beyond transactional relationships.
Shift focus from aggressive customer acquisition through deep discounts to retaining existing customers by understanding their motivations and building long-term value.
Implement data-driven loyalty programs that utilize customer behavior insights to predict preferences and deliver effective, rather than generic, incentives.
Re-evaluate promotional strategies to prioritize sustainable growth over short-term revenue gains from deep discounting, which can erode brand equity and profitability.
In a climate where most consumers are concerned about tariffs (84%) and inflation (80%), the holiday season is poised to be a battlefield for retention and revenue. Optimove’s Moshe Demri, SVP of Global Revenue, joins Future Commerce to walk through the 2025 Consumer Holiday Shopping Report and explain why the “charm customer” (those responsive to modest 10%-15% discounts) may be the key to sustainable growth.
What does this episode say about consumer behavior?
Identify and target "charm customers" who respond to modest discounts (10-15%) as a key segment for sustained loyalty and growth.
What does this episode say about customer loyalty & retention?
Leverage personalization and data analytics to create tailored offers and experiences that foster emotional connections, moving beyond transactional relationships.
What does this episode say about discounting strategy?
Shift focus from aggressive customer acquisition through deep discounts to retaining existing customers by understanding their motivations and building long-term value.
What does this episode say about personalization?
Implement data-driven loyalty programs that utilize customer behavior insights to predict preferences and deliver effective, rather than generic, incentives.
What does this episode say about consumer behavior?
Re-evaluate promotional strategies to prioritize sustainable growth over short-term revenue gains from deep discounting, which can erode brand equity and profitability.
