Thursday, 27 October 2016

Customer Engagement – Trick or TREAT?

Customer Engagement – Trick or TREAT?

Can Halloween really increase customer engagement?

Halloween now tops the UK retailer’s charts of the most celebrated festivities alongside Christmas and Valentine’s Day – the possibilities therefore to create unique Customer Experiences are endless.

Gone are the days where the only images of All Hallows’ Eve, are of ghosts and ghouls with the festivities now focusing far more on consumer enjoyment and in many ways it has become, a seasonal celebration. Children across the globe, celebrate, by having parties and discos, as well as the traditional knocking on doors, shouting ‘Trick or Treat.’

A consumer’s experience of Halloween, can mean an overload of sugary treats and possibly a grown-up party after all the children’s trick or treating. For others, it can be the opportunity to share their celebration by way of sending SMS pictures of their loved ones, all dressed up in their Halloween finest!

For retailers this means there is a boom-time at the till, but also an opportunity to engage; especially as autumn is one of the busiest times of the year for them, leading up to the Christmas period.

Halloween is a fantastic opportunity to gain richer insights as to consumer’s rationale for making purchases and indeed what they have used their products for. By inviting consumers to share pictures, videos or voice of their Halloween festivities by SMS, retailers are also able to ask for further insight on product features, new innovations and product usage.  This feedback can lead to more meaningful and constructive qualitative insights, at the same time as proactively engaging with consumers; either supporting with richer insights for existing qualitative studies, or indeed as a standalone programme.

Such customer engagement can lead to additional opportunities to reward consumers for their continued loyalty, ensuring that the retailer is front of mind in the lead up to the Christmas shopping period!

Using SMS as a response mechanism in such a programme, can in some ways rival the use of Social Media due to the richness of insights and positive engagement it can yield;  but above all else, it can be a fantastic way to share the enjoyment of Halloween.

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