Survey says holiday shoppers need ‘meaningful messaging’

Retailers need relevant deals if they want to break through the “noise’ and engage with shoppers this holiday season. Retailers need relevant deals if they want to break through the “noise’ and engage with shoppers this holiday season.

According to research from Valassis, customers are doing thorough research before beginning their holiday shopping, and this means they are looking for relevant deals across channels. With 41% of value-seeking consumers using an equal mix of print and digital coupons, retailers must use meaningful messaging if they want their wallet share this holiday season. This requires companies to integrate online and offline data and use analytics to precisely target their most valuable shoppers.

“Marketers, both manufacturers and retailers alike, realize the holiday season will make or break their success for the year,” said Curtis Tingle, chief marketing officer, Valassis.

“The key to success lies in activating the right consumers with precise targeting – knowing the right audiences to engage with, the right offers to serve up and when and where to strike,” he added. “Brands and retailers can break through the holiday noise by using online and offline data to step up their targeting game and win this shopping season.”

The following steps will help retailers engage with their most valuable customers this holiday season:

• Consider both past purchases and current intent: Reach shoppers in the market for clothing, electronics, toys, gifts, games and other categories by utilizing insight about their previous purchase habits. Begin messaging in advance of the holiday season with specific offers and suggestions for gift giving.

• Understand your audience: Reach consumers based on their interests, online media consumption, frequency in visiting specific retailers and demographics.

• Embrace the power of proximity: Leverage real-time location to reach consumers within the vicinity of your stores and establishments. This is key for small businesses to tap into local shoppers and drive last-minute purchases with limited-time offers.

• Tap geo-location data: Message known, qualified consumers who live, work or travel near your location or that of competitors, which can help when promoting Black Friday and Cyber Monday deals.