The world of online retail and ecommerce is no longer limited to Black Friday and the holiday season. With the expansion of ecommerce calendars to include numerous holidays and cultural events, there are now year-round opportunities for purchasing. However, recent research from Intuit Mailchimp shows that consumers are feeling overwhelmed by the volume and frequency of deals, with up to 39% stating that they are fatigued by the constant barrage of sales.
For brands looking to succeed in this new landscape, it is essential to be strategic and intentional about when to engage with customers. Instead of simply shouting louder whenever something happens, successful brands are shifting towards a more continuous rhythm throughout the year. This means moving away from traditional quarterly cycles and towards modular, moment-based sprints that align with evolving consumer behavior.
Discounts are no longer the all-powerful driver of customer behavior, with 78% of online shopping moments not being led by price promotions. Instead, brands are focusing on mission-led mindsets that resonate with consumers on a deeper level. By understanding the motivations and emotional triggers behind different missions, brands can create more authentic and engaging storytelling that goes beyond simple discounts.
Segmenting by mission allows brands to balance the head and heart by tailoring their messaging and offers to different audiences and motivations. This diversity in approaches, motivations, audiences, and moments gives brands more opportunities to authentically connect with customers on a mission.
In a world where deals are abundant and consumer trust is fragile, relevance beats presence. By targeting audiences based on factors such as life stage, age, and locale, brands can engage customers in more meaningful ways. Ignoring these factors risks missing out on key opportunities to connect with customers authentically.
To adapt to this new year-round calendar, successful brands are auditing and selecting moments with intent, mapping data to opportunities for engagement, replacing monolithic holiday events with micro-campaigns, and automating for scale while personalizing for relevance. By curating a calendar that feels authentic to their customers and products, brands can win in this new seasonality.
In conclusion, while seasonality remains relevant in ecommerce, it has splintered into dozens of micro-moments that offer brands the opportunity to connect with customers in new and meaningful ways. By understanding their customers and personalizing offers to the right audience at the right time and opportunity, brands can succeed in this ever-evolving landscape.