Retailers are always juggling at least two priorities: hitting this quarter’s targets and building a brand that keeps customers coming back. Focus too much on today’s sales, and you risk shopper loyalty. Put all your energy into long-term growth, and your short-term revenue might drop. Finding the right mix of tactics is critical to successfully strike the right balance. Let’s take a closer look at what works.  

Optimise campaigns for immediate ROI 

Quarterly targets don’t wait, and neither can your sales strategy. When you need quick wins, targeted campaigns—rooted in customer behaviour and data—can make all the difference. 

Intuit Mailchimp’s ‘The Science of Loyalty’ report found that 88% of Australian consumers prefer brands that make them feel good, while 50% expect discounts. Beyond price cuts, retailers can also drive sales by creating experiences that strengthen connection. 

Tactics like time-sensitive promotions, loyalty-based offers, and abandoned cart reminders encourage transactions. But by personalising these emails and SMS reminders based on browsing history, past purchases, and engagement levels, retailers can see increased open rates and click-throughs. 

Creating tailored interactions is a time-consuming activity, so automation is key to scale these campaigns. Behaviour-triggered interactions, such as back-in-stock alerts or post-purchase follow-ups, help drive conversions without adding to the team’s workload.  

When retailers get the timing and personalisation right, their campaigns do more than drive short-term sales—they help turn first-time shoppers into loyal customers.  

Invest in brand equity for long-term growth 

Short-term wins keep the business running, while strong brand identity keeps customers coming back. To build lasting connections, retailers need more than just promotions—they need consistency, compelling storytelling, and an experience that makes people want to stay.  

Customer nurturing is more than loyalty programmes and discounts. Community-focused initiatives and values-based marketing—like sustainability or ethical sourcing—help strengthen relationships. When people connect with a brand’s mission or feel valued, they’re more likely to come back. 

CHANI—an astrology-focused email newsletter, mobile app, and e-commerce store—has witnessed the power of relationship-building firsthand. In September, CHANI offered its 2024 Astro Planner for free, knowing the download’s value as an annual product was fading as the year came to a close. The gift let people experience the quality of the planner firsthand—and it paid off. When the 2025 edition launched, they saw a 110% increase in sales over the previous year, and a whopping 60% of buyers were first-timers.  

“A subscriber that’s never financially invested in our brand is almost as valuable as those who have, because of word of mouth, the power of recommendations, and how they can help us grow,” explains director of marketing Sonya Passi. “Someone might not be able to afford what we’re selling today, but if you keep them enticed, we’ll be the first brand they think of when they are able to afford it.” 

Use customer insights to shape both strategy and storytelling 

Retailers have more data than ever before, but the real value lies in being able to act on it. Understanding how, when, and why customers engage with your brand allows you to make smarter decisions that drive conversions now and build a brand people trust over time.  

If your data shows that a loyal customer segment consistently responds to storytelling-led emails over promotional ones, that insight can guide not just your next send, but your broader brand strategy. It becomes easier to balance performance and authenticity when you’re learning directly from your audience’s behaviour. Every click, open, and browse becomes a signal that can inform creative direction, product positioning, and the kinds of experiences that consumers want more of. 

When retailers listen to what their audience is telling them—both through actions and engagement patterns—they’re better equipped to market with empathy and intent. And the result is more than a higher ROI; it’s a brand that evolves in step with its customers. 

Growth that goes beyond the next quarter 

Retail success relies both on securing today’s sales and building a brand that stands the test of time. According to ‘The Science of Loyalty’ report, 70% of consumers prioritise purchasing from the “right” company. Long-term loyalty is built on more than just discounts or convenience; it comes from a mix of trust, emotional connections, and resonating values.  

While quick wins like discounts and flag sales will keep business coming through the door in the short term, long-term success depends on building trust and delivering consistent, high-quality brand experiences. 

Anthony Capano is the regional director for ANZ, Intuit Mailchimp