Retailers should use customer purchase history to personalize holiday offers, favor meaningful product bundles over unrelated discounts, and avoid blanket markdowns that erode margins. That’s the advice Ecrebo CEO David Buckingham shared with eMarketer, as cost-conscious shoppers increasingly turn to holiday sales to stock up on everyday essentials.
Ecrebo’s CEO in eMarketer
Ecrebo CEO David Buckingham has been featured in eMarketer, sharing his insights on how retailers can deliver more relevant, effective promotions as cost-conscious consumers increasingly turn to holiday sales for everyday essentials.
Three ways to make holiday promotions work harder
Let purchase history shape the offer
David highlights the importance of using customer purchase history to shape personalized offers. That can mean a larger pack of something a shopper already buys, a complementary product that pairs with their usual basket, or a timely incentive to purchase.
Bundle products that belong together
He emphasizes the value of meaningful product bundles over unrelated discounts. A bundle built around products shoppers use together offers more value than a discount on something unrelated to their basket.
Avoid blanket markdowns
David cautions against blanket markdowns, which can erode margins without generating additional sales.
The key takeaway
Successful promotions should do more than offer discounts. They should deliver real customer value and measurable incremental growth. Personalized offers shaped by each shopper’s transaction are what Ecrebo’s Promo Engine is built to deliver at the point of sale.
Read the full article to discover David’s insights on smarter retail promotions and protecting margins: As shoppers eye holiday deals for essentials, retailers should adjust strategies towards affordability.
Frequently asked questions
What did Ecrebo’s CEO tell eMarketer about holiday promotions?
David Buckingham told eMarketer that retailers should use customer purchase history to personalize offers, favor meaningful product bundles over unrelated discounts, and avoid blanket markdowns. His point is that promotions should deliver real customer value and measurable incremental growth.
Why should retailers avoid blanket markdowns?
Blanket markdowns cut prices for every shopper, including those who would have bought anyway. As David notes, they can erode margins without generating additional sales.
How can purchase history improve holiday promotions?
Purchase history shows what each shopper already buys, so offers can match it: a larger pack, a complementary product, or a timely incentive. That makes the promotion more relevant to the shopper and more likely to drive incremental sales.