08/02/2021 editorial team

Seasonal vs Always-On

Seasonality planning certainly changed for 2020 which challenged marketers to evolve their thinking, for example Valentine’s Day 2021 a single day dedicated to celebrating love will boost the UK economy by £650m according to the National Retail Federation, this year I suspect there will be a different message, perhaps date nights at home or Online, Self-Love, gifting to those that you’ve not been able to see for a while (Valentine’s Day with Odicci).

Seasonal campaigns will always be in a marketer’s tool kit – Why?….because they work!  However there is also an equal weight on the value of ‘Always-On’ for your customer marketing strategies, leveraging campaign automation around the customer journey. Which starts right at the beginning of the customer lifecycle.

  • How is the customer welcomed and what Zero-Party Data are you collecting?
  • What opportunity do you take to get to know them…remember this is where customer engagement levels will be at a high?
  • What can you do to speed up the first purchase opportunity in a personalised way?
  • At the other end of the spectrum, what tactics can you use to reactivate / re-engage a customer?

The benefits of setting up ‘Always-On’ experiences is that once set up, they simply continue to run, responding to customers at the right time, in the right way, not based on a season, based on your customers timing and behaviour.

Don’t forget about them…use the time saved to constantly review the results and optimise in line with a test and learn approach.

‘Always-On’ Experiences

Here are some ideas of ‘Always-On’ Experiences you can easily setup with the Odicci platform:

  • Swipe to enrich – an engaging way to collect zero party data right at the beginning of the relationship
  • Product Finders – a guided selling application to capture data and point your customers to the right product for them
  • Birthday Campaigns – once you have collected your customer’s date of Birth, set up a Birthday Trigger – treating them to something special in their basket
  • We Miss you – let’s face it, not everyone is going to engage all of the time, so why not introduce a ‘instant win’ mechanic to stimulate engagement