Every retailer drives focus to capitalize on Black Friday and the Christmas season. This focus centres on two specific outcomes for the business… Outcome #1. Drive retention (repeat buying) behaviours from an existing customers base (this includes reactivating “dormant” customers). Outcome #2. Acquire new customers who have never purchased from the retailer previously (customer acquisition). While both are equally important and strategic, the brief article unpacks the function of Outcom...
