Reactivation

Remember three years ago when we talked (frequently) about the fact that the COVID-bump was ending and a reckoning was on the horizon?

As we approach Forecasting Season, the reckoning is at hand.

This is what you're telling me happened ... and the data generally backs up what you are saying.

I'll use the next several posts to discuss this table. There's just too much to share here in one post, and the content is too important to shove into just one post.

Notice a couple of things, keep these things in the back of your mind for upcoming posts.

1. The twelve-month buyer file (in this example) is smaller than it was in 2019. That's no bueno.
2. The reactivation audience is (for now) still bigger than it was in 2019.

Yes, "Reactivation" is about to become an important topic as we move into 2025. If new customers are hard to find, and if you sink a fortune into loyalty efforts that seldom generate incremental gains (for if they did generate incremental gains, your p&l would have been swimming in profit the past two years from all of the loyal buyers you generated from COVID four years ago - right?).

That last point (in parenthesis) is really important - nobody in the loyalty industry talks about it, and for good reason.

So if you struggle to generate loyal buyers ... and it is harder to find new customers ... might Reactivation be the next frontier for your efforts?

It's going to have to be the next frontier for your efforts.