As a result Last year’s updated holiday season, This year offers new opportunities and new challenges for businesses trying to recover after the epidemic.

according to Deloit, Holiday retail sales are expected to increase between 7 percent and 9 percent this year, and e-commerce sales are expected to increase by 15 percent. Although this year’s holiday shopping season offers ample opportunities for businesses to share consumer spending dollars, the landscape is becoming increasingly complex. Changes in privacy On iOS 14.5 and iOS 15. In particular, these changes have made it more expensive to access limited and new customers.

At the same time, paid-up capital and personal equity dollars are flowing into consumer startups, which is related to rising market costs, which in turn increases customer acquisition costs.

However, businesses, especially those with limited trading dollars, should not be discouraged. Be adaptable and implement a few key strategies in advance The urgency of the holiday market It helps businesses share their income and create real relationships that will continue to provide for many more holiday seasons.

Consider the quality of customer acquisition overs

When every retailer seems to be competing for the same cost, it is easier to fall into the trap of being selective when choosing which customer to focus on. Restricted third party data Advertising targets make it more complicated for marketers who want to optimize their campaigns. As customer service becomes more expensive, businesses need to stay away from one and the same customers.

The holiday shopping season should not only be treated as time consuming to reach as many people as possible, but also as an opportunity to attract high-quality promises and then turn them into loyal customers. Marketers need to think about using data analytics and business intelligence tools to find out exactly who those loyal customers are.

In other words, it is now more important to get high-ranking ones. Customer lifetime value Once these categories are identified, be sure to personalize your marketing campaigns to communicate directly with these valuable audiences.

Build real relationships

While Consumers are shopping online., The interest in real relationships has not diminished. In fact, technology has reduced the likelihood of pushing purchases and has made consumers more likely to compare and contrast different brands. Nowadays, if the experience or product is undesirable, it is very easy to close the shopping window and go shopping with a competitor.

During this festive season, businesses need to focus on developing customer experience. Now is the time to make a strong connection and use each touch point with customers to tell a strong story about what the brand means.

One of the strongest ways for brands to do this is by providing personalized advice to better understand buyers using the data their customers share. At the end of the day, a successful marketing campaign is more about brand engagement and attracting more customers than closing a one-time transaction.

Combine first-party and third-party data for best results

It is no secret that recent iOS personal changes have devastated the digital advertising landscape. Marketers in the industry are now struggling with the realities of living. A cookie-free world.

Given this new landscape, make sure you focus on getting first-party data and information directly from customers. These may include emails and contact information or customer data that tells the general history of their purchase behavior. Use this first-party data as a basis and then add third-party data to the mix to help find buyer behavior patterns.

Using a combination of first- and third-party data can be surprisingly powerful by providing a more complete view of buyers, including purchasing behavior, spending power, interests and demographic information, and more.

The coming holiday season will be an important time for businesses trying to build or grow their customer base in the post-epidemic world. The cookie-free environment certainly offers new challenges, but those who are able to adjust their marketing campaigns to find high CLV customers and focus on building loyalty will ultimately have long-term success.

The comments made here by Inc.com columnists are their own, not Inc.com’s.