Where to start?

The fundamental starting point is the ability to segment and analyze consumers' purchase history and thus classify them according to their habits and preferences. This classification will allow models to emerge. From there, it will be possible to develop personalized and relevant campaigns based on historical data for each type of product.

It is also essential to take advantage of this off-peak period to obtain information about the satisfaction of your fans or spectators. The use of tools such as opinion polls helps to improve the customer experience by testing parts of the customer journey. 

In addition, it is relevant, when collecting feedback, to set up what is known as a " value-added data exchange". For example, structures could offer a 10% discount on the next purchase of a customer who responds to a survey. The brand gets valuable information, and the customer is rewarded for this exchange - a win-win situation for all.

This level of personalization and actions that demonstrate that brands are actively listening to their fans will add value and create strong relationships with customers, which ultimately leads to loyalty.