What’s in their wallet...after Christmas?

Christmas is fast approaching and catalogues are landing on mail order customers’ doorsteps with tempting pre-Christmas offers designed to help them celebrate the festive season.

But what happens after Christmas? The post-Christmas period attracts huge amounts of consumers, each presenting a unique opportunity to the direct mailer and by utilising the services of data cooperative, marketers can effectively tap into these prospective customers before their competitors do.

With this in mind, Abacus has introduced the Post Christmas Buyer Model. With over one million post-Christmas buyers held on the Abacus Alliance, all having made multiple catalogue and internet purchases, Abacus can not only identify your prospective customers, but also your buyers & enquirers that have purchased during this period and represent the strongest targeting opportunities.

The correct interpretation of transactional data provides the insight to maximise sales opportunities in key seasonal periods. A pre-Christmas home shopping report issued by Abacus in March of this year revealed that many areas of the mail order industry saw year on year growth in the run up to Christmas 2007 and 2008. Crucially, not only was there growth, but significant growth – the total spend in leading mail order categories analysed grew +8.4% year on year, with average order values rising +2.5%.

A follow up report is planned for March 2010 and promises to reveal further insights on the home shopping market over the past 12 months.

So make sure that you know who’s spending in the coming post Christmas period and get your share of their wallet!