As I wrote in yesterday's Shopify Dispatch, the last week of the year has always been framed as Business-mas for me.
It's the last week businesses can make purchases to offset taxes for the calendar year. It's also the time when they know how well the year went so they know how much they can spend.
If you sell B2B, you're probably well aware of this and have a sophisticated strategy already in place.
But if you don't sell B2B, you might be able to pick up a few large orders in these last few days.
Think about who in your market runs a business, what products they might buy, and why they'd buy. Then you can tailor a business campaign for them.
Sell swimwear? There are organizations that sell swim lessons or have lifeguard staff who might be interested in placing a large order for an off-season discount.
Sell any kind of food or edible products? Just about every office I know has a kitchen so pitching something for a end of the year party might draw some interest.
Sell equipment that businesses use? Your sales copy writes itself "Save on your 2019 taxes by buying before the end of the year".
This doesn't have to be a major campaign either. You could send a single email or have a secondary call-to-action on your store pages that draw business owners' attention.
One constant that all those ideas require is to know your customers.
Know them well and it's easier to connect with them and help them buy.
Repeat Customer Insights can help you learn more about them by looking at their buying behavior in ways you might not have ever seen before. You can see how frequently they buy, how large their orders are, and if they buy on schedule or buy seasonally.
It comes with a 14-day free trial so you can see how it works before paying.
Market to your customer's timing
Figure out how long customers wait in-between purchases and you have a key component for your marketing timing. This is the basis of the Average Latency metric and Order Sequence Report in Repeat Customer Insights.