Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

Many happy returns: Christmas customers more loyal than other times of year

October 29, 2019
Many happy returns: Christmas customers more loyal than other times of year

Holiday customers that return the following holiday season are more than twice as likely to convert compared to other customers – highlighting the importance of using technology that can analyse and segment valuable audiences at scale, according to new research.

The study, from personalisation ad tech firm Monetate, analysed 8.52 million customers across 2017 and 2018 holiday seasons and identified that customers who came back, or were “retained” the next holiday season were a significantly more valuable segment that is often overlooked because of their relatively smaller size.

While the average conversion rate for all returning customers is about 2%, retained customers from the previous holiday season converted at 4.2%.

The research also finds that:

• Consumers coming from Bing and Yahoo have consistently higher conversion rates, with retained Bing customers converting at 8%, four times the typical returning customer
• Social is also on the rise, with consumers converting after be redirected from Facebook and Instagram showing much higher conversion rate growth one year later, and this group is growing in size year over year for most retailers

While the average conversion rate for all returning customers is about 2%, retained customers from the previous holiday season converted at 4.2%. The research illustrates the value of identifying valuable audiences even if they are smaller. With automated personalisation, retailers can effectively grow more of these customers into their best customers. This strategy is valuable not only for past customers, but for planning 2019 holiday marketing that will deliver in 2020.

“As retailers get ready for 2019 holidays, this research shows how important it is to use technology that can analyse and segment valuable audiences at scale. With insights like this, marketers can be planning for the long term customer relationship,” said Lisa Kalscheur, Chief Marketing Officer, at Monetate. “We found that retained holiday customers are significantly more valuable during the next holiday season, which should be informing personalisation efforts that go well beyond the next few months.”

The report also looked at the relative conversion rates of retained holiday customers across several major referring sites including Google, Bing, Facebook and Instagram, as well as visitors who navigated directly to the site. People coming from Bing and Yahoo have consistently higher conversion rates. Retained Bing customers convert at 8%, four times the typical returning customer. This small but loyal group would benefit from personalised approach that treats them differently than typical shoppers.

Monetate also found that people who converted after coming from Facebook and Instagram showed much higher conversion rate growth one year later, and this group is growing in size year over year for most retailers. What’s more, customers who came to a brand’s website first via Facebook and were engaged enough to come back the following holiday season are nearly 70% more likely to purchase than the first year. This finding is bolstered by previous Monetate research which found the value of sequential personalised page views increases performance of referral channels like Facebook.

“Historically, marketers have had to design their holiday marketing campaigns to appeal to the widest audience possible, which has left out key high-value groups such as the growing Instagram shopper audience,” said Kalscheur. “With the right approach, marketers can find these groups and create personalisation campaigns that appeal to them specifically, creating opportunities for more growth.”

The research is available for download here

Ads, E-commerce Christmas, Facebook, Google, marketing, technology

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT