The holiday season is a time for celebration and giving, but it's also a time when competition for customers is fierce. Fashion brands, both big and small, are vying for the same wallet share. A recent study by Xero found that only 14% of customers feel loyal to small retailers, compared to 27% for large retailers. This suggests that smaller (primarily DTC) brands must take extra steps to win over customers and retain them this holiday season.
So how can brands compete and retain their customers during the busiest time of year?
1. Keep delivery affordable and fast.
Customers expect fast and affordable delivery, especially during the holiday season. A recent study by Xero found that 25% of survey respondents believe delivery should always be free, regardless of the original purchase price. If you can offer free shipping, great, but if not, now is the time to connect with your shipping and 3PL vendors on the best strategy for holiday shipping, faster service, and implementing cutoff dates.
2. Make shopping convenient and fun.
Customers want to be able to shop easily and conveniently. This means accepting multiple payment options (like a Buy Now Pay Later option by Sezzle), offering products at different price points, and rewarding them for their loyalty. Check out Yotpo if you’re in the market for a great loyalty and retention platform!
3. Build your reputation.
To build your reputation and earn customer loyalty, showcase your passion for fashion, commitment to sustainability, and dedication to customer service. Consumers are more likely to buy from brands that align with their values, and 69% are willing to pay more for sustainable brands. Consider offering carbon offsetting or charitable giving for purchases to incentivize sales further. EcoCart and ShoppingGives can help.
4. Return-proof your products.
Reduce returns with detailed product descriptions, high-quality images, and AI sizing solutions like WAIR. Returns are inevitable, especially during the holiday season, but you can minimize them by providing customers with all the information they need to make informed purchase decisions.
5. Implement branded resale
Achieve all the above with branded resale. Launching your own resale site can help attract new customers, drive loyalty from existing customers, generate new revenue streams, combat returns, and reduce environmental impact. Treet can help you get set up in time for Black Friday!
By following the tips above, small fashion brands like yours can compete with the big box stores and ensure more of your customers choose to shop with you over them this holiday season. With Black Friday less than a month away, there's still time to take action and explore partnerships with the companies mentioned above. Contact us to connect with Treet or any of our partners!
