Callcredit Blog

Blue Monday

Digital Services

So Blue Monday’s here on 21st January this year according to the pseudoscientists.  Maybe do something to counter it or even get your credit bill paid off for you courtesy of Noddle (a Callcredit company) to get through what is allegedly the most depressing day of the year

I began to wonder what factors go into the setting of this uplifting date – it would seem to depend on weather, time since Christmas, time since failing New Year’s resolutions, motivation levels and debts – time since receiving credit card statement, amount outstanding, ability to pay off, etc.

Some marketers wasted no time and got their post Christmas promotions out long before this date.  Between December 25th and 31st alone, I received 12 pieces of direct mail and 19 promotional emails.  These included some great offers including one online fashion offering 70% off (whilst their nearest competitor offered 74% off), a free trip to Las Vegas from a credit card provider, credit card balance limit increase, a promotion from a hi-fi company (who I requested info from six years ago) and one even email imploring me to check out a sale as I’m probably bored with my folks by now.  Despite these truly amazing offers, none of the brands managed to use more than one communication channel such as social or display to let me know about their offers.

By mid January, a quick trip around the shops confirmed no shortage of 70%+ discounts still in evidence.  A sign perhaps that businesses have not sufficiently re-imagined their offering in response to the migration of purchasing online.  We already have three victims this year – Jessops, HMV and Blockbuster.  This price discounting has to end somewhere – why offer everyone the same profit reducing discount levels when you can base incentives on what each consumer values.  Maybe this also spells the end of seasonal marketing campaigns where everyone in the industry adopts the same conventional wisdom – holidays and getaway breaks in the spring… you know what I mean.

So it’s time for retailers to shift attention from conventional seasonal campaigns and aggressive price led promotions which are not sustainable to ones which are relevant to the lives of those whose attention they are seeking.  Maybe 2013 will be the year of data exploitation for retailers.  Will we see more brands using data to drive better performing marketing – trigger data, event data, purchase intent data, online data and maybe even big data?

Author: Paul Kennedy server address

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