By Rachel Lamb
Luxury Daily
December 28, 2010
Luxury brands and retailers such as Waterford Wedgwood Royal Doulton, Frette, Kiehl’s, Neiman Marcus and Bergdorf Goodman are pioneering the art of cross- and upselling to drive foot traffic through discount email pushes in the post-holiday season.
Significant in-store discounts and free shipping when shopping online are the most prominent luxury brand email blasts. These emails serve not only drive sales but also to cement a brand’s value in the mind of luxury consumers.
“Email marketing continues to be a popular option for retailers when it comes to pushing out private or specific sales, especially around the holiday season,” said Kathy Grannis, director of media relations at National Retail Federation, Washington, D.C. “The week after Christmas is a very important week for retailers with as much as 10 to 15 percent of their holiday sales coming in that week alone.”
Specific promotions
A huge promotion for this year’s holiday aftermath is dramatic discounting.
Both retailers and brands such as Neiman Marcus, Tori Burch and Harrods are offering discounts through email basts.
Luxury home-goods manufacturer Frette is offering an astounding 70 percent off for a limited time after the holiday season.
“Especially this year, brands need to give incentives for consumers to buy products after the holidays,” said Milton Pedraza, CEO of The Luxury Institute, New York. “Brands are being expected to discount.
“The best way for a luxury brand to get in contact with its customer base about promotions like this is through email,” he said.
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