Win Your Customers’ Hearts By Showing Some Personalised Love This Valentine’s Day
Valentine’s Day is a brilliant opportunity to capture your customers’ hearts and show them how they can show some love to that special someone in their lives.
Don’t miss out — this annual event is often overlooked by retailers, but it’s a perfect chance to show your customers how you can meet their individual needs. this results in an increase in sales for you. A win-win!
Here are three campaigns which are guaranteed to bring some love to your customer’s day.
Matching the Gift to the Situation
Valentine’s Day is unique in that it is celebrated many different ways by different people, depending on whether they’re in a relationship, how long they’ve been in one, or if they’re happily single.
People will come onto your site looking for a gift. It’s up to you to show them something you know they’ll like.
For example, if a man in his mid-twenties who’s been in a relationship for five years comes onto your site, he will respond very differently to a single woman in her late teens.
What You Can Do
Ideally, your website would have some kind of a popup like ASOS uses to determine demographic information.
But the reality is, a lot of the time this information hasn’t been collected, or it’s not in a state to use for campaigns.
Luckily, there’s a solution. By looking at what customers have been looking at, or purchased in years previous, you can segment them.
If they’ve bought something in February, every February for the past two or more years and they’re back to browsing this month? That tells you they’re in the market for a romantic gift. Don’t be afraid to recommend some slightly pricier, up-market items or ranges to them. Chances are, they’ll appreciate the suggestion.
Pair that with a recommender on their basket page to perfect their order.
If they have a gift mug, why not add hot chocolate? If they’re looking at expensive jewellery, why not order the perfect case to go with it?
This is a great chance to anticipate your customer needs based on their past behaviour.
Galentine’s, or women celebrating the women in their lives in February, is a phenomenon that is taking off. Why not let the single ladies have some fun, too?
You might be wondering how to market — or even recognise — this segment of potential customers.
You definitely want to take advantage of this group of buyers. This section of your clientele often love to browse and buy, as long as they find something that meets what they’re looking for.
So how can you capture their attention?
What You Can Do
Same as above, you can use past behaviour to predict future needs. If someone has looked at or purchased women’s items (not gifts, just general clothing, accessories, decor, or more) and not looked at or purchased men’s? That’s your Galentine’s segment.
Why not offer them a special discount if they purchase many of the same type of item? It’s likely that they’re in the market for multiple gifts for their group of girlfriends.
Put a homepage banner up for that segment recognising that they might be celebrating Galentine’s, without alientating anyone who probably isn’t, by using strategic segmentation.
It’s safe, effective, and enormously successful in giving your clients what they’re looking for, right off the bat.
Social media is becoming the go-to way customers connect with their brand. Whether brands encourage social media engagement, or reach out to their customers on social media, it’s a big presence that isn’t going away.
Valentine’s Day is a perfect opportunity to ride that wave two ways. You can simultaneously reward visitors for interacting with you on social media and use social media to expand your reach.
But each type of social media is slightly different, and users of different social media shouldn’t all be treated identically.
Luckily, you can easily personalise this for Valentine’s Day.
What You Can Do
Create campaigns which personalise your site based on the referrer. For example, if you’re running a promotion on Instagram, your campaign for the people who come directly from that referral source can be shown a specific homepage banner reflecting that fact.
Alternatively, if someone has been to your site through Twitter, you know they’re a Twitter user. You can create a campaign for people like that which incentivises them to use your hashtag, or share your content in other ways, on Twitter specifically.
With these types of social media personalisation, you can drive traffic to your site from social media, and you can reward users through their social media of choice.