As marketers, we know to put the needs of our customers first. Yet, we frequently still structure goals to drive purchases through distinct sales channels: in-store vs. online vs. mobile.
Once the gift buying fanfare has died down, every retailer is faced with the same challenge – keeping the holiday shoppers that spent with them during the season.
While Black Friday used to be the primary marketing event for capturing holiday spend, when and where consumers spend for the holidays is changing.
From our purchase intelligence, we see that there are four distinct shopper timing segments that contribute to overall holiday spend. And, for the most profitable holiday season, retailers must market to each one.