Personalisation in peak season

Why Personalisation Will Be the Differentiator This Peak Season

Peak trading will be hit hard this year. With ongoing industry disruption and predicted cuts to discretionary spending, the latest Metapack holiday trends report forecasts low sales over Black Friday and Christmas compared to previous years:

• More than 1/4 will cut back spending on clothing and footwear – the most of any category
• 3 in 5 consumers expect to cut back non-food spend
• US$46 billion decline on non-food spending over the holiday period compared to last year

“Consumers will reconsider familiar channels, brand loyalties will be tested, and price and value will quickly become key drivers of change” – Metapack Holiday Trends report 2022

Brands That Build Relationships Will Stand Out

Not all is lost. Brands creating positive experiences and engaging with customers using the right messages and channels will have a competitive advantage during this critical period says the report.

A study by CapGemini found there are significant brand benefits to nurturing a relationship with emotionally invested customers.

According to the research “70% of emotionally engaged consumers spend up to two times or more on brands they are loyal to, compared to less than half (49%) of consumers with low emotional engagement”.

Lafayette 148: Clienteling in Action

For our client Lafayette 148, clienteling and relationship building play a central role in their overall strategy. Our latest case study explores how the global brand used our retail Super-App to perform targeted, timely and personalised outreach that improved customer engagement.

“Every outreach is not necessarily about selling. We sent a ‘thank-you for your loyalty email’ which was opened at a rate of 72%! It was amazing, and it’s a touchpoint where we don’t need to sell every time, it just helps strengthen the relations.”  – Jennifer Shields, Director of Retail Stores Lafayette 148

Brands need to pull out all the stops

Relevance Is the New Retail Currency

To succeed this peak season, brands must prioritise relevance. That means delivering products, offers, and communications that are uniquely tailored to each customer.

Proximity’s Retail Super-App enables:

• Rich customer data capture to power personalisation

• Real-time messaging and live chat between customers and sales associates

• Appointment scheduling for personalised gift guidance

• Custom templates linked directly to seasonal campaigns

The Personalisation Payoff

Retailers who invest in personalised engagement will outperform those who don’t. In a season where shoppers will be more selective than ever, tech-enabled relationship-building isn’t a luxury — it’s a necessity.

With the right tools in place, brands can connect more meaningfully, increase customer loyalty, and ultimately drive stronger sales — even in a tough trading climate.