The holiday season might be over, but that doesn’t mean your sales momentum has to slow down. In fact, post-holiday promotions present a unique opportunity to continue engaging your customers, converting new audiences, and driving repeat purchases. With tools like Brand Tailored Promotions, you can strategically target specific customer segments using promotional codes to maximize your post-holiday revenue.
By leveraging tailored promotions, you can offer discounts ranging from 10% to 50% on specific ASINs or your entire product catalog. Here are actionable tips to help you engage different customer groups after the holidays:
1. Acquire New Customers with In-Market Audiences
After the holidays, many customers are still actively searching for products similar to what they’ve already considered. To capture this audience:
- Target In-Market Audiences: This group includes customers who viewed but didn’t purchase products similar to yours in the last 7 days.
- How It Works: Offer a promotional discount (e.g., 15% off) to encourage conversions.
- Example: If you sell fitness equipment, target customers who browsed dumbbells or yoga mats during the holidays but didn’t make a purchase. Use an incentive like “New Year, New You – 15% Off All Fitness Gear” to nudge them toward buying.
This strategy encourages new customer acquisition and maximizes conversions by targeting warm leads.
2. Boost Cross-Selling with Complementary Products Remarketing
The holiday season often brings a wave of first-time buyers for certain products. This creates an opportunity to introduce related items and drive cross-sales:
- Target Complementary Products Remarketing Audiences: This audience includes customers who purchased related products within the last 30 days.
- How It Works: Engage these customers by offering discounts on complementary items.
- Example: If your brand sells coffee pods, target customers who recently purchased coffee makers. Offer a limited-time discount on your coffee pod bundles, like “Stock Up and Save: 20% Off All Coffee Pods.”
This approach not only increases your average order value but also enhances the customer experience by meeting their related needs.
3. Re-Engage Browsers with Cart Remarketing
Not all potential customers followed through with their purchases during the holiday rush. By focusing on those who showed interest in your brand, you can encourage them to complete their purchase:
- Target Cart Remarketing Audiences: This audience is refreshed weekly and includes customers who added your products to their cart or browsed your listings but didn’t buy.
- How It Works: Run another promotion for the same ASINs you highlighted during the holiday season.
- Example: If a customer browsed your skincare gift sets but didn’t purchase, offer a time-sensitive deal such as “Last Chance! 25% Off Our Best-Selling Skincare Bundles.”
This strategy keeps your brand top of mind for customers who may have been undecided or distracted by holiday shopping.
4. Encourage Repeat Purchases with Recent Customers
The goal of any holiday promotion is not just one-time sales but also cultivating loyal customers. Post-holiday promotions can help you build long-term relationships:
- Target Recent Customers: This group includes shoppers who made purchases during the holiday season.
- How It Works: Offer a limited-time discount across your product catalog to encourage repeat purchases.
- Example: Send out a promotion like “Exclusive Offer for Holiday Shoppers – 20% Off Your Next Purchase!” to show appreciation and entice them to return.
Fostering repeat purchases builds customer loyalty and increases your brand’s lifetime value.
5. Build Momentum with Limited-Time Tailored Promotions
Post-holiday fatigue is real, but customers are often motivated by exclusive, time-sensitive offers. Keep the excitement going by running promotions on a larger scale:
- What to Do: Offer discounts across your entire catalog for a short time to create urgency.
- How It Works: Highlight your deals in email campaigns, social media posts, and Amazon storefronts.
- Example: Promote a “New Year Clearance Sale” with discounts of up to 50% to move inventory and attract deal-seeking customers.
This strategy maintains sales momentum while clearing out holiday stock.
Practical Tips for Executing Tailored Promotions
To make the most of your post-holiday promotions, follow these best practices:
- Leverage Data: Use insights from your holiday sales to identify best-selling ASINs and audience behavior.
- Customize Messaging: Tailor your promotional messages to align with each audience segment’s preferences and needs.
- Create Urgency: Time-sensitive offers (e.g., “24-Hour Sale”) can drive faster conversions.
- Test and Optimize: Experiment with different discount rates and messaging to identify what resonates most with your audience.
Conclusion
Post-holiday promotions are a golden opportunity to sustain your sales growth, clear inventory, and strengthen customer relationships. By using Brand Tailored Promotions to strategically target specific audiences—whether it’s acquiring new customers, cross-selling related products, or encouraging repeat purchases—you can maximize your ROI and set the stage for success in the months ahead.
Start planning your promotional strategy today and keep your brand top-of-mind, even after the holiday hustle.
