Building Customer Loyalty at Christmas

By Kelly Gerrish

When it comes to Christmas marketing ideas, a lot of businesses think short-term. While discounting products to boost sales may increase revenue initially, it doesn’t create long-term loyalty.

Executed the right way, Christmas marketing can build customer loyalty that will far outlast the leftover turkey and put your business top of the tree for the New Year.

Tell me what you want, what you really, really want

A key principle of marketing is giving your customers what they really want. One company who took this literally is Canadian airline WestJet in 2013. The result is a heartwarming viral campaign that will bring a smile (and possibly even a tear) to the Scroogiest of us all.

Before boarding their plane, passengers were asked by Santa what they wanted for Christmas. Requests ranged from the traditional socks and a warm scarf, to a tablet and a big screen TV. The passengers were then greeted at their destination by their wrapped and individually labelled presents on the luggage belt.

Unsurprisingly, the customers were blown away! WestJet’s video of the stunt went viral, garnering 43 million views on YouTube. Not bad for a company with only 3,700 YouTube subscribers at the time.

The best thing about it is not the company giving away free presents. It’s WestJet recognising and rewarding their most valuable asset: the customers. And the next time those passengers needed to travel, you can bet that WestJet were top of their minds.