Retaining Seasonal Customers

One of the biggest questions eCommerce stores have is how to successfully retain new customers after they have attracted them through marketing and advertising during the holiday season.  As Black Friday and Cyber Monday both saw huge gains in online shoppers and sales ($3.3billion spent on Black Friday alone) turning those seasonal shoppers into repeat revenue for your business is a hugely important discussion to have.

Black Friday and Cyber Monday only saw 9% of holiday shopping completed, which means, the users who came to your brand over that weekend are not done shopping.  

This not only poses a tremendous opportunity to generate more revenue for your brand, but also to turn those users into lifelong, diehard brand loyalists.

Here are a few great ways to retain seasonal customers.

1.  Email Marketing

Once a customer completes a purchase with you online, it is very likely that you will have their email address via a shipping notification or if they opted into your email newsletter.  Email marketing is the single best way to keep that customer base engaged with your brand all year long.  Further, for every $1 spent, you can expect a $38 return on investment (ROI).  Trust us, it pays to take advantage of email marketing.  

2.  Retargeting

Although retargeting is associated with the conversion section of your marketing funnel, what you’ll find is the conversion and retention sections actually loop (the customer’s you retain will ultimately purchase from your store again).  If a user lands on your page and leaves without making a purchase, it’s your job to retarget that specific user by showing an ad for the products that shopper clicked on when they land on the next ad enabled website during browsing.  As it’s very rare for an initial user to purchase just from browsing, retargeting is given the job of bringing those customers back to your store and getting them to convert on their original purchase.  Psst, Pollen can help with this!

3.  Customer service

Obviously you never want to be known for bad customer service, but providing your shoppers with a seamless experience is what brings in dollars for years to come.  Good customer service is all about going above and beyond.  And we’re not just talking about answering customer questions either (although that’s important!)  Go above and beyond in your website design (creating a clean storefront), outlining product information, and providing regular news about your company, and further communicating with your customers often is really what makes the difference between a successful eCommerce store and one just holding on.

4.  Publish Educational Content

Becoming a resource for your clients is what builds lasting relationships.  Make it your goal to become a hub of eCommerce knowledge.  This can come in the form of blogging, social posts, or general email blasts of educational content.  In fact, 82% of marketers who blog see positive ROI for their inbound marketing.

5.  Create a great company culture

Whether this comes in the form of charity, local event hosting, employee incentives or all of the above, giving back is good.  Obviously you should give back to give back, but in creating a culture of positivity and openness you will in turn draw a bigger audience and have the backing of your customers!


Retaining the influx of seasonal customers and turning them into repeat, long term revenue is one of the main keys to business success.  It all starts by creating a culture where shoppers want to interact with you and be associated with your brand.

Any other tips?  Feel free to comment below.