The 90-Day Festive Season Marketing Test

D2C brands are shifting their festive playbook from acquiring shoppers during peak sales to retaining them after the season through personalised communication, product recommendations and targeted remarketing.

Festive sales can drive a spike in first-time purchases, but repeat orders only add value if customers return without relying on heavy discounts. Brands are therefore focusing on retention while protecting margins and customer lifetime value.

Brands are experimenting with customer segmentation, personalised messaging, 90-day repeat-purchase tracking and smaller marketing pilots to convert festive shoppers into long-term customers.

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A pair of heels, a saree or a kurta bought for Diwali could easily be worn again at a wedding or a family function. Similarly, a skin or haircare product picked up during a festive sale may end up becoming part of the shopper’s daily routine. 

But there is no guarantee that the shopper that stumbled upon new brands during the festive season sale will return to that same brand again and again. 

So brands often find themselves back at day zero, fighting for attention all over again and spending money to reacquire users after the festive season bows out. This raises a simple question: how can brands retain users beyond the festive season? 

Making Customers Reopen Their........

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