Great question! We all know that when customers get time away from your brand it presents an opportunity to look into competitors before the next on-season arrives. The key here is to stay top of mind by providing value to your customers. For example:

• Baked by Melissa uses loyalty to launch “surprise and delight” campaigns during the off-season to keep consumers engaged. They implemented rotating rewards for nontraditional holidays to spark an opportunity for gift-giving. Customers were gifting cupcakes for traditional holidays like Mother’s Day and Christmas but also unique occasions like Friendsgiving. This resulted in a 110% increase in purchases per customer YOY!!

Other examples on how to use your Loyalty program to decrease the issues of seasonality are to reward shoppers for social follows, SMS sign-ups, and email sign-ups, you ensure your brand stays relevant. You can send out timely messages about upcoming promotions prior to your on-season’s official launch. Or, clue shoppers in on how to earn points without making a purchase. Using data from your program, you can even remind loyalty members of their existing points balance to trigger a purchase.

Hope this helps!