With Q4 at its peak we joined experts from across the eCommerce industry to discuss how you can maximise Q5, or the “invisible quarter,”.
The ‘invisible quarter’ refers to the time between a customer's initial purchase and their next one from Boxing Day through to mid January - a period of continued annual leave once the festive shopping period has ended. It’s a retail goldmine that’s often overlooked, so if you’re looking to build stronger customer relationships and boost your bottom line, it’s time to learn how to leverage Q5.
Revisit the session below with Katie Searls, Editor of Internet Retailing, Immy Ewbank, Senior Digital Strategist at Visualsoft. Adam Finan, Merchant Success Manager at Shopify and Ricky Jennings Head of eCommerce at Represent.
Katie: Immy, can you tell us about Visualsoft and your approach to Q5?
Immy: Absolutely! At Visualsoft, we combine digital channels and creative strategies under one roof, allowing us to be agile during peak periods like Q5. This quarter is about identifying trends, deploying adaptable campaigns, and optimizing budgets effectively. For instance, we look to resources like Pinterest Predicts or Google Search Trends to identify consumer behavior and craft targeted marketing. It’s about being everywhere customers are—whether online or in-store—and offering a seamless, engaging experience.
Katie: Adam, what role does Shopify play in helping businesses navigate Q5?
Adam: Shopify ensures businesses are prepared for this crucial period with our full omnichannel commerce platform. Tools like Shopify POS give merchants a 360-degree view of their customers, integrating online and offline purchase data for seamless interactions. This helps unify loyalty programs and deliver personalised experiences. Planning ahead is key—we help businesses prepare now so they can focus on serving customers during Q5 rather than scrambling to adjust.
Katie: Ricky, Represent has had remarkable growth. How does Q5 fit into your strategy?
Ricky: Q5 has been transformative for us. Initially, we didn’t plan for this period and often ran out of stock post-Black Friday. Now, we reserve inventory specifically for Q5 and focus on retaining the influx of new customers acquired during Black Friday. We also use tools like digital wallet passes to enhance loyalty. It’s a great time to engage customers, many of whom are interacting with Represent products for the first time, and drive repeat purchases.
Katie: Adam, how can retailers use customer data to improve Q5 performance?
Adam: Data is gold! With tools like email marketing platforms, merchants can automate campaigns tailored to purchase history. AI-driven tools, like Klaviyo’s Flow Builder, make personalisation even easier. Some merchants collect customer phone numbers during Black Friday and save SMS campaigns for Boxing Day sales. Strategies like these ensure brands can re-engage customers effectively during Q5.
Katie: Immy, any final tips for retailers preparing for Q5?
Immy: Be agile and strategic. Focus on trends, invest in omnichannel touchpoints, and ensure campaigns are ready to go ahead of time. Also, refine abandoned cart flows and use CRM data to target customers effectively. By planning early, retailers can beat the competition and make the most of this valuable quarter.
Katie: Adam, what’s your take on SMS marketing's impact during Q5?
Adam: SMS offers unparalleled immediacy. Unlike email, where customers must log in and sift through their inbox, a text pops up right on their phone. It grabs attention and drives quick action. We've also seen merchants combine SMS with physical mail using tools like PostPilot, which integrates into Klaviyo. This creates a multi-channel campaign—email, text, and postcard—targeted to specific customer behaviors. For instance, abandoned cart reminders can include a personalized postcard, cutting through digital noise and adding a tangible touch.
Katie: Ricky, how does Represent use SMS and other channels like postal drops?
Ricky: SMS is critical for us, second only to paid social. We use tools like Attentive for two-way messaging, enabling personalized interactions. For example, if a customer frequently shops specific collections, we can tailor our messages accordingly. With our recent focus on bricks-and-mortar stores, we’re exploring postal drops to complement community events and exclusive offers. It’s all about crafting meaningful experiences across every touchpoint, whether digital or physical.
Katie: Immy, how can brands maintain a consistent experience across channels?
Immy: Consistency is essential. Holistic creative ensures customers feel confident interacting with your brand across social, email, SMS, and even in-store. Cohesion in visuals, tone, and messaging builds trust. For brands targeting younger demographics, SMS can be a standout, especially during peak periods. Pair that with high-quality print mail—like postcards—to provide an impactful, professional feel that aligns with digital interactions. It’s about blending digital and physical elements seamlessly.
Katie: Let’s dive into some real-world examples. Ricky, any brands you admire for their Q5 strategies?
Ricky: JD Sports is a standout. Their sales, CRM strategies, and product availability are always spot-on. Beyond retail, Spotify Wrapped is an inspiration. It’s shareable, engaging, and taps into personal insights—something we try to emulate with our annual customer highlights.
Katie: Immy, what about you?
Immy: Adidas excels with their app experience. Around New Year’s, their personalized push notifications—often tied to fitness and sportswear—always catch my attention. It’s a great mix of relevant timing and exclusivity.
Katie: Adam, any other examples?
Adam: "Our Place," a cookware brand on Shopify, shines during Q5. Their campaigns resonate with the cosy, at-home vibe of the season. Also, Next’s iconic Boxing Day sales, now online-first, consistently deliver a seamless app and eCommerce experience.
Katie: Immy, how can brands create loyalty and exclusivity in Q5?
Immy: It starts with first-party data. Tools like Klaviyo allow segmentation, enabling personalised offers for VIPs or niche customer groups. Unexpected rewards, like half-birthday discounts, add an element of surprise. Combining data-driven insights with exclusive moments fosters deeper customer connections while setting your brand apart.
Katie: Immy, can you elaborate on how brands are utilising first-party data effectively?
Immy: First-party data is pivotal for segmentation and personalisation. Tools like Klaviyo help brands create targeted buckets—VIPs, new customers, or specific product interests. Affiliates also contribute by gathering additional data streams, like card-linking offers. Unique approaches, such as "half-birthday" discounts, stand out. These unexpected touches build loyalty by making customers feel valued, creating a deeper connection across multiple touchpoints.
Katie: Ricky, what’s next for Represent in 2025?
Ricky: We’re relaunching our loyalty program to focus on rewarding everyday customers, not just high spenders. With over 200,000 active members, we aim to integrate experiential elements into our stores, making loyalty programs more engaging. Women’s collections and collaborations are also key focus areas for the year.
Katie: Adam, what’s Shopify's focus going into Q5 and beyond?
Adam: In Q5, stability and resilience are paramount—ensuring merchants' systems perform seamlessly during peak periods. Moving into 2025, we’re prioritising internationalisation. Our upcoming features will support multi-currency payouts and global store consolidation. This simplifies operations for merchants looking to serve international audiences efficiently.
Katie: Immy, what’s new for Visualsoft as we approach 2025?
Immy: We’re releasing white papers and episodes of Digital Source to guide brands through the transition from Q5 into 2025. Our strategists are available to help businesses refine their online presence and customer experience. Keep an eye on our LinkedIn for announcements—it’s going to be an exciting year!
Catch up on the webinar via Internet Retailing here!
Q5 is a game-changer for retail businesses. By leveraging data, planning strategically, and delivering unified customer experiences retailers can not only thrive during Q5 but also lay the groundwork for long-term success. Don’t miss out—start preparing now! Click here to speak to one of our team.