This Is What Brands Should Do To Secure Customer Retention Post-Holiday Season

The holiday season is a critical time for brands looking to maintain customer retention and loyalty. With increased spending, heightened consumer interest, and strong marketing campaigns, it’s easy to think that customer loyalty is a given once January rolls around. However, the truth is that customer retention isn’t impossible at this time of year. It just requires a strategic and thoughtful approach.

But what does this approach entail?

Read on as we explore how brands can secure customer retention beyond Black Friday, Cyber Monday, and Christmas through effective post-holiday strategies, key best practices, and festive insights geared towards helping you retain your customers for the long haul. 

Let’s dive in!

HOW TO RETAIN CUSTOMERS BEYOND THE HOLIDAYS

Personalised post-purchase engagement

Personalisation is great for making customers feel valued. Whether it be a personalised email, tailored recommendations, or exclusive offers post-purchase, creating a sense of inclusivity for each individual is more likely to lead to customer retention and loyalty, than not.

After the holidays, consumers are often inundated with sales pitches, but one key tactic for retaining their attention is offering personalised experiences. According to a Cohora report on customer retention strategies, 73% of shoppers expect brands to provide personalised experiences, post-purchase. This is a clear indicator that tailored content—whether through email, exclusive product recommendations, or targeted ads—can increase customer retention.

Loyalty programs and memberships

In 2024, brands should consider expanding their loyalty programs to integrate digital perks like early access to new collections, behind-the-scenes content, or exclusive events that give customers a reason to keep coming back. According to the same Cohora study, 62% of consumers are more likely to return to brands that offer loyalty programs after the holiday season. It’s important to build on the momentum gained during the busy holiday shopping season and extend the value of loyalty programs. 

Incentivising repeat purchases with points, discounts, or exclusive offers not only rewards customers but also creates a reason to keep engaging with the brand. Additionally, offering tiered memberships or VIP status for high-spending customers can deepen emotional connections and increase customer retention. Savage X Fenty does a great job of this, as seen below. 

@vievemuse

Introducing VIEVE Society – @Jamie Genevieve takes you through our brand new loyalty scheme 🖤 #VIEVE #loyaltyprogram #customerrewards

♬ Lofi dreamy and cute(1069268) – NARU

Create Year-Round Value

67% of customers are more likely to engage with a brand when they offer consistent value throughout the year, not just during the holidays.

Sure, the holiday season is one of, if not the most important retail period, but the reality is that consumers need value all year round. Post-holiday, brands should pivot from the “gift-driven” mindset to one that focuses on sustaining long-term relationships. Regularly updated content such as blog posts, email newsletters, and social media engagement can help with this. Brands should focus on providing content that helps customers, solves their problems, or adds value to their lifestyle; eg, a beauty brand writing a blog post about how to improve various skin types. Think beyond just sales and promotions. 

Social Media Engagement and Community Building

Building a community around your brand is one of the most foolproof ways to keep customers loyal and secure that all-important customer retention. In fact, the Cohora report shows that 55% of consumers say they are more likely to engage with brands on social media if they feel a sense of community.

Brands should focus on creating interactive and engaging content that encourages customers to participate, share experiences, and feel involved. Hosting challenges, sharing user-generated content, or running Q&A sessions with influencers or experts in the industry can help keep your brand top-of-mind. Additionally, featuring customer stories or reviews not only builds a sense of trust but also turns consumers into advocates. Gym wear brand, Oner Active, consistently leverages its community-first approach to convert visitors to loyal customers.

@oneractive

Vibes? Immaculate… @body by syd @Adeola 👸🏾 @MIKAYLA @Courtney Hubbard #oneractive #activewear #vibecheck

♬ Pop like this Pt. 2 (Slowed) – prodbycpkshawn

Exclusivity and Early Access

In 2024, brands can leverage membership communities or private access groups to offer a sense of exclusivity that makes customers feel like insiders.

According to Cohora’s research, 59% of customers said they are more likely to stay loyal to brands that offer exclusive, early access to sales or product releases, whether that’s a sneak peek at new product lines, exclusive discounts for returning customers, or limited-edition items only available to email subscribers. Offering early access to new products, sales, or events can make customers feel valued and give them a reason to stick around after the holidays, contributing to a brand’s customer retention.

HOW IMPORTANT IS CUSTOMER RETENTION POST-HOLIDAY SEASON?

As we look to 2024, customer retention will become even more critical for brands navigating an increasingly competitive and economically uncertain landscape. The days of short-term spikes in revenue driven solely by holiday promotions are fading, and the real challenge will be sustaining brand loyalty year-round. In this new era, brands must evolve to retain their customers post-holiday by focusing on three major trends.

First, authenticity will be more important than ever. Consumers, especially Gen Z and Millennials, are becoming more discerning about the brands they support. In 2024, it won’t be enough to just offer a good product; brands will need to be transparent, ethical, and genuinely committed to making a difference in the world. 

Omnichannel engagement will be the name of the game. 58% of customers say they expect brands to offer a seamless experience across all channels, which means brands must invest in technologies that enable this omnichannel experience while maintaining a consistent brand voice. Whether it’s through social media, apps, websites, or in-store experiences, customers expect to interact with brands on their own terms.

Lastly, hyper-targeted marketing will be essential. Personalisation beyond the point of purchase will make customers feel more like individuals than just a transaction, and that will keep them coming back long after the holiday sales are over.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

@sociallypowerful