Some retailers nailed Peak ‘25 – what did they know that you don’t?

Think of it this way. Peak is the top of a mountain – it’s the climb that makes the view worthwhile. Most retailers forget that, thinking they can helicopter to the top and still get the same reward.

By the time they start planning their BFCM or Chrstmas push, it’s too late. The conditions for success (or failure) were set months ago, on purpose or not. You’ll get more out of Peak if your customers love you, you’re delivering to their preferences and habits and with perfectly planned. campaign messaging and timings.

That’s not something you can do in a few weeks leading up to Black Friday.

In fact, the brands that cut through Peak after Peak are the ones who spend the whole year building towards it. Here’s why that works for them…

As many as 70% of consumers say they stop paying attention when messaging volume ramps up. You know the antidote? Relationships. If customers already like your brand, your Peak messaging stops being noise.

Sales success is about connecting with a need or desire, then delivering that message at exactly the right moment, and in the right way. A generic message to your whole database is… not that.

It’s not just about the channel either – message and timing come into it too. Smart retailers spend the whole year building understanding of their audience – where and when does this segment want different kinds of messages? What kinds of promotions will land with that one? It means when Peak rolls around, they know exactly how to make the most of it.

If your data or comms platforms have any weak points, you’ll definitely find out about them during Peak. That’s why starting now is essential – these earlier campaigns will weed out any issues, so you can fix them before they start losing you major revenue.

Customers know the big sales are coming up. They’re thinking about what to buy (and where to buy it) well in advance. In fact, one BCG study found that 60% of consumers begin looking for deals in October or early November. Our research backs that up – 37% want to know about your promotions a full month before BFCM.

Even with the best campaign ever, it’s not going to land if you’re sending it at the same time as everyone else. The best retailers know to space activity across the season – sneaking their touchpoints in around those frenzied moments, to connect with customers when they have the time to pay attention.

The brands that boast the best Peak ROI year after year are the ones that start the climbing early – while everyone else is still drinking coffee at base camp.

That head start means they reach the top with data and a platform they can trust, audiences they understand, and relationships they’ve built over time.

Getting to Peak should be a journey – pack some climbing gear.

Author: Jade Gebbie Jade is Sinch’s APAC Campaigns and Content Marketing Partner, developing content that connects Sinch’s global story to the diverse markets of Asia Pacific.