Find out which customers are annual gift-givers to improve your marketing messages to them

There’s a good chance you have customers who only buy on the winter holidays. There’s also a good chance that some of them buy every winter holiday.

Though they might not be rabid customers who buy every month, if they are showing signs of buying year-after-year they are still repeat customers.

Identify them now and you can start building a segment of gift-givers for a targeted campaign later in the year. They’d also be prime candidates for early holiday campaigns.

If you want to do this in Repeat Customer Insights you’ll want to use the cohort reports and customer export. Look for customers who first bought in November and December who have the number of purchases equal to the number of years since their first purchase.

e.g. Since 2020 just wrapped up, if a customer first bought in December 2017 then they could be in this gift-givers segment if they have exactly four purchases (2017, 2018, 2019, 2020) and those purchases were in November or December. Maybe even October with the recent Black Friday date-shifts.

Eric Davis

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