For many retailers, holiday discounts are the go-to tactic for attracting a surge of loyal seasonal shoppers. This year, consumers are expected to spend up to $989 billion during November and December, heavily swayed by those enticing deals.
But here’s the hard truth: those short-lived discounts rarely lead to lasting loyalty. Once the sales end, most shoppers drift away, leaving brands to wonder where they went wrong.
To truly convert holiday buyers into lifelong customers, retailers need a strategy that goes beyond superficial discounts. It’s about crafting meaningful experiences throughout the entire customer journey—from the moment of purchase to long after the holiday rush is over. To truly thrive in the retail landscape, it’s essential for retailers to move beyond the heavy discounting that has long-defined holiday strategies and focus on creating loyalty-building experiences that foster lasting connections with customers.
1. Focus on Seamless Fulfillment and Delivery
According to the Linnworks 2024 State of Commerce Ops report, a staggering 69% of consumers expect clear, upfront information about delivery costs and estimated arrival times. When orders arrive on time (or even ahead of schedule) and are accurately packed, it creates a positive impression that lingers.
But get it wrong—delays, damaged goods, or unclear communication—and you risk losing even the most enthusiastic holiday shoppers. Those are the moments that lead to abandoned carts and one-off purchases without a second thought.
Brands that prioritize communication throughout the fulfillment process—and provide transparency at every step—instill trust. When shoppers know they can rely on timely deliveries and have easy access to support, it significantly impacts their likelihood of returning. Instead of relying solely on discounts, brands should leverage their reliability and consistent communication to foster a loyal customer base.
2. Personalize Communication and Engagement
Today, holiday shopping is about finding brands that genuinely resonate with consumers, not just about chasing deals. Yet, 33% of online retailers still struggle with connecting to new marketplaces and platforms, highlighting the urgent need for a strategic approach to prioritize customer engagement.
Look at Sephora—a company leading the charge by utilizing customer data to craft tailored recommendations, engaging email follow-ups and timely in-app notifications. When a customer buys new skincare or haircare, they receive personalized follow-up advice on product usage or complementary items. This kind of attention reinforces the brand’s dedication to its customers and drives repeat purchases well beyond the holiday season. When brands engage customers in a way that speaks directly to their interests, they create value that no discount can replicate.
3. Prioritize Post-Purchase Experiences
The post-purchase experience is where the magic happens. It’s often the deciding factor on whether a one-time shopper becomes a long-term customer. As holiday gifts are exchanged and utilized, a smooth return process and top-notch customer service become paramount. Customers need to know they can manage returns easily or receive prompt support; this builds their perception of the brand as reliable and trustworthy.
Platforms like Loop specialize in streamlining returns and exchanges, allowing retailers to manage these processes efficiently. By integrating such solutions, brands can provide customers with an effortless way to initiate returns and receive timely updates on their requests. This level of transparency is crucial during the holiday season when customer expectations are high.
When shoppers feel assured they can easily navigate returns, they’re more likely to view the brand as dependable. Investing in a robust post-purchase strategy that prioritizes efficient returns management makes customers feel valued and fosters long-term loyalty. Ultimately, the brands that enhance the post-purchase experience will keep customers coming back long after the holiday discounts are gone.
4. Strengthen Brand Value Beyond Discounts
Sure, a well-timed discount might grab attention, but lasting loyalty is rooted in a brand’s values and authenticity. Today’s consumers are drawn to brands that align with their principles—whether that’s sustainable packaging, community engagement or ethical sourcing.
Brands should showcase these values throughout the customer journey, emphasizing what they stand for at every touchpoint. Instead of sending out seasonal discount emails, how about sharing messages about the brand’s mission or detailing how purchases impact meaningful initiatives? This kind of engagement resonates deeply, forging a connection that transcends any discount.
The Shift from One-Time Deals to Loyal-Driven Growth
Let’s be clear: while discounts will always have their place, brands that focus solely on them risk overlooking a significant opportunity to cultivate loyal customers. In today’s retail landscape, it’s the seamless experiences, personalized engagements and alignment with personal values that keep consumers coming back for more.
Ultimately, investing in long-term strategies centered around fulfillment, personalized engagement, exceptional post-purchase care and values-based branding is what fosters true customer loyalty. By integrating these elements into your core strategy, you’ll build relationships with customers that outlast any fleeting seasonal discount.
So, as we gear up for another holiday season, let’s challenge ourselves to think bigger than discounts. The future of retail lies in the experiences we create—let’s make them count!
Georgia Leybourne is Linnworks’ Chief Marketing Officer. She brings significant experience in digital commerce and has a diverse background that includes marketing, customer service, sales and project management.
