Customer retention programs come in all shapes and sizes. Some focus on your best customers, others focus on your worst, while others only happen at specific times.
The goal of all of your customer retention programs should be to upgrade your customers. In some way make customer behavior better in your store, 99% of the time through placing additional orders.
That might mean moving your average repeat customers into behaving like VIPs.
Or moving your one-time customers to becoming repeat customers.
Or winning back your defecting customers.
At their core retention programs are shifting customer behavior. They are successful when they shift enough customer behavior to be more profitable than if they were never involved. The bad ones don't change anything or cause behavior to regress.
Eric Davis
Did all of those holiday shoppers ever come back?
Compare how your last winter customers performed over the year with the Winter Holiday report in Repeat Customer Insights.