HomepagefortheHolidaysNewHolidayShopperResearchfromMonetateonGrowingMoreBestCustomersmarketing@monetate.com2.IntroductionThepromiseofpersonalizationistoturnmoreofyourcustomersintoyourbestcustomers,especiallyduringQ4.Withpersonalization,youcanidentifynewaudiences,learnaboutthem,andgivethemmoreofexactlywhattheywant.Butmanybrandsarefocusednotontheirbestcustomersbuttheirbiggestgroupsofcustomers.Therealityisthatinmanycases,yourmarketingtimeanddollarswouldbebetterspentfocusedongrowingsmaller,higherpotentialsegments.Asanexample,manystandardoptimizationandremarketingstrategiesfocuseffortsonshopperswholeftasitewithoutmakingapurchase.Shopperswhobouncefromthesiteseemtobegreatopportunitiesforremarketingbecausethere’softenalargepercentage,butthedatatellsadifferentstory:Monetatedatahasshownthatonly16percentoftheseshoppersreturntoasiteandonly1.9percentofthesevisitorsmakeafinalpurchase.Incontrast,AInowallowsmarketerstopersonalizeforsmallgroupsofhigh-valuecustomers.AndnewMonetateresearchidentifiedaspecificgroupthatmarketersshouldconsiderintheir2019holidaypersonalizationstrategies:“retained”visitors,orholidayshopperswhowerenewinthepreviousyear.Here’soneimportantexampleofwhy:In2018,theaverageconversionrateforallreturningcustomerswas2%comparedto4.2%averageconversionrateforthosewhoconvertedduringthelastholidayseasonin2017(retainedcustomers).Whatmakesretainedcustomersfromthepreviousholidayseasonstandout?Peoplewhoconvertedduringthe2017holidayseasonspendsignificantlymorein2018thanallotherreturningvisitorscombined.PeoplecomingfromBingandYahoohaveconsistentlyhighconversionratesandlikelyrepresentaslightlyolderdemographic.PeoplewhoconvertedaftercomingfromFacebookandInstagramshowedhighconversionrategrowthoneyearlater,andthisgroupisgrowinginsize.Inthisreportwelookathowattractingveryspecificgroupsofnewcustomersduringtheholidayseasonfromdifferentreferralsourcesimpactsretentionandconversionsthefollowingyear.Whatwefoundisthatit’sworthittobepatientwithallofyourconverters,astheyhavethepotentia...
