You cannot depend entirely on wealthy Chinese tourists to come to the rescue of high end retailers in the post Christmas week. Luxury brands and high end retailers such as Waterford Wedgwood Royal Doulton, Frette, Kiehl’s, Neiman Marcus and Bergdorf Goodman are trying to push sales through discount email blasts. Online retailers are offering free shipping and significant in store discounts are on offer. The week after Christmas is important for retailers as it provides almost 15% of the total holiday season sales.
All the big brands are offering significant discounts for the week. Luxury home-goods manufacturer Frette is offering an astounding 70 percent off for a limited time after the holiday season. Email is a very effective medium for the luxury brands to connect to their customer base. Some brands are using emails for cross selling or up selling. It is a kind of personalized promotion.
If a store notices that a consumer has bought a suit from a particular brand and not its accessories it can create limited-time offers on the same brand’s shoes or leather goods. This kind of specialized offers through the email is very powerful as it shows the client that the brand or store knows who they are because it has specific value to them based on their line of interest.