How to keep your customers engaged over the summer

Summer is here! A really nice season for people, but a tough one for many companies that want to maintain the loyalty of their customers during a few months of changing habits.

In this blog we explain the possibilities that any company has access to, at a technological level, to know their customers in depth and thus achieve unimaginable levels of customer engagement and experience, even during the summer months.

Know your customer

It is becoming increasingly important to know your customer, as this is the key factor that will distinguish you from your competitors. In today's world, companies have huge amounts of customer data available: tastes, preferences, socio-demographic data, everything the company needs to improve its relationship with customers.

But all this data needs to be actioned. There is no point in having access to huge amounts of customer data if your company is not able to use it. Used well, it gives you a 360-degree view of each customer, which allows you to offer them a unique experience compared to your competitors.

Get ahead of the game

If you are able to unify all this data with the use of technological tools such as a CDP, you will be able to put it to good use. With these actionable insights, your company would be ahead of your customer's movements.

By taking the data on your customer's behavior over the last few summers, added to the data on their most recent purchases and the level of engagement they have at this specific moment with your brand, you will be able to anticipate, with an extremely high degree of accuracy, the behavior that this customer will have in summer.

So you can see whether, in July, they tend to disconnect from certain social networks like LinkedIn and start to focus on others like Instagram, which suggests they are on holiday. This means the emails you send them will remain unread, and you will lose engagement as your emails start going into the spam folder.

Personalize your campaigns

This brings us to the fundamental point that every company knows nowadays, but doesn't take to the limit it could with the right tools: hyperpersonalization. We are all aware that our customers demand personalized attention. The problem is that when it comes to locating each customer and their tastes, companies are not being able to meet expectations.

Campaigns must be targeted to each specific customer, according to their needs. It is no longer enough to know your average customer, or your buyer persona. Today's customer knowledge requires depth: it requires having several buyer personas located and understood among your customers, and updated in real time.

If the customer is more likely to buy your product in holiday periods (which you know because you have matched the holiday dates of the territory in which they live with their purchases across your multiple channels), you should offer your product at the beginning of those holidays. And since we are creatures of habit and tend to take holidays on the same dates every year, you can send them a reminder to buy, or a discount on a product that interests them (based on their last purchases), in their first days of holiday.