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Brand Loyalty Plummets in Q4 – Here’s How to Capitalize

Published: November 6, 2013

Author: Molly Shotwell

Today’s post is by Mason Garrity, Account Director at 3Q and presenter of holiday strategies at last week’s 2013 Seattle Interactive Conference.
There’s a lot to be excited about if you’re a marketer during the holiday season! One important thing to take away from the trends of the season is the near-complete dissolution of brand loyalty.

file0001033006476Data from 2012 shows that new customers increased 49% in holiday months in 2012 and a whopping 25% of people shop on sites they previously had not shopped on. Consumers become obsessed with finding the best price for particular products, with less (but still some!) emphasis on selection. The most important takeaway is that you can use this demand for the lowest cost products to create new and loyal customers.
If you use the influx of new customers properly, studies suggest that you can make them into loyal, return customers into the upcoming year. A whopping 1/3 of the new-returning customers will share your brand with their friends and family, and will make a repeat purchase over 50% of the time. Those are good odds!
The effects will go far beyond the holidays; you’ll have a broader customer base to hit with all of those retargeting campaigns you’re tuning up. The upshot: be aggressive with discounts, make sure your selection is well displayed and easy to navigate, and get your retention and retargeting strategies in shape to take advantage of your new customers in 2014.

LI pic-Connecticut native Mason Garrity has been in digital marketing for 7+ years, originally getting hooked on the field and startups in general while doing SEM at Kayak.com in college. Currently Mason serves as an Account Director at 3Q Digital in San Francisco, where he loves working with the Bay Area’s most innovative companies on growth strategies leveraging digital marketing.

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