Become your own marketing Santa Claus: Six strategies Aussie brands can use to win early holiday shoppers
MoEngage’s country manager for Australia and New Zealand, Michael Ricciardone, shares why Aussie brands should act now to embrace early holiday shopping trends and create personalised, omnichannel marketing strategies to win over customers. In this piece, Michael highlights six key tactics, from advanced messaging to loyalty programs, to help brands connect with early holiday shoppers and build lasting relationships.
You mighn’t be pulling out the Christmas decorations just yet but Aussie shoppers are already getting into the festive spirit. Shopify’s latest report* found nearly half of Australians (53%) plan to finalise their shopping by October, with 58% doing most of it by the end of November. For retail brands, this means one thing – it’s time to kick off holiday marketing campaigns.
Starting early, however, is only the beginning. The real challenge – and opportunity – lies in how well brands can connect with customers. Today, Aussies expect more than just great products and holiday deals. They want a personalised experience that makes them feel seen and understood.
If you are planning on crafting a holiday marketing plan that resonates with your audience and drives meaningful results, here are six things you might consider.
1. It’s time to get personal (and I mean really personal)
Personalisation isn’t just a buzzword – it’s what sets the leaders apart from the pack. Many shoppers today tend to respond better to messages tailored to their behaviour, preferences and needs – not just emails with their names included. The good news is you likely already have the data, so it’s just about using it effectively.
If someone’s been browsing your website for kitchenware, why not send them a personalised email with tailored gift ideas based on their history? Maybe throw in a special holiday promo code. These small gestures not only drive sales but also strengthen customer relationships.
2. A flawless omnichannel experience is what your customers expect
Whether you have an online or bricks and mortar presence – or both – customers expect their experience to be consistent wherever they engage with your brand.
Let’s say a shopper finds a gift they love online but prefers to pick it up in-store. Why not send a timely push notification reminding them that it’s waiting for them? Or, even better, offer an in-store exclusive to make their trip worthwhile. The key here is to blend the digital with the physical, so customers feel the same connection no matter where they shop.
3. Mobile is a must
If you haven’t fully embraced mobile marketing, now’s the time. More and more shoppers are browsing and buying from their phones and are expecting a smooth and efficient experience. This means optimising your mobile app, offering mobile-exclusive deals, and using push notifications to keep customers engaged.
Imagine sending a push notification about a limited-time holiday offer or an early-access deal that’s only available to app users. This kind of personalised engagement can significantly increase traffic to your app and encourage purchases. Just remember to keep those notifications relevant and well spaced – no one likes being bombarded.
4. Use targeted communication to maximise engagement
Speaking of messaging, every shopper is different, and they deserve an offer that speaks directly to them. That’s where targeted communication comes in. By segmenting your audience based on factors like demographics, shopping habits, and past purchases, you can craft more relevant and personal messages.
For example, one group of customers could receive a tailored gift guide based on previous purchases, while another group receives cart reminders. The more relevant your communication, the more likely your customers are to engage with your brand and make a purchase.
5. A loyalty program is the gateway to holiday success
The holiday season is the perfect time to give back to your loyal customers. These are the people who have stuck by your brand throughout the year and showing them some appreciation can go a long way.
A simple thank you, early access to holiday sales, or even exclusive rewards can work wonders in creating brand advocates and also help increase basket size. These customers are also more likely to recommend you to their friends and family – especially during the holidays when everyone’s looking for gift ideas.
6. Make their holiday shopping stress-free (and fun!)
Let’s be honest – while the holiday season is exciting, it can also be incredibly stressful for shoppers who are trying to find their perfect gifts amid a frenzy of organisation. This is where brands can stand out by making the shopping experience easy and enjoyable.
Consider offering interactive tools to help shoppers choose the right gifts. A ‘Find the Perfect Gift’ quiz, for example, can help customers narrow down their options based on their recipient’s personality, making gift-buying a breeze.
Wrapping it up (for Christmas)
As we head into the holiday season, it’s clear that Aussie shoppers are more prepared than ever. To win them over, retail brands need to go beyond early campaigns and embrace personalised, omnichannel strategies that make their customers feel valued. From advanced messaging tactics to loyalty programs and mobile engagement, these strategies will not only help you stand out but also create long-lasting connections with your customers.
Source: *Shopify as reported by the Australian Retailers Association (ARA)
Michael Ricciardone is the country manager for Australia and New Zealand at MoEngage.
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