Summer is a season of peak activity for many brands. Sales events, holidays, and warmer weather often drive traffic, engagement, and purchases. But once the summer rush fades, businesses face a familiar challenge: the post-summer slump. Customers who were highly active in June, July, and August often go dormant in September, leaving loyalty and revenue pipelines vulnerable.
The good news? With the right loyalty strategies, you can reawaken those relationships and bring customers back before they drift away for good.
Why Customers Drop Off After Summer
Seasonal shifts play a big role in shopping behavior. After spending heavily during summer sales, travel, and back-to-school promotions, many customers pull back on discretionary spending. For retailers and brands, this means a dip in purchase frequency and a rise in disengaged loyalty program members.
Identifying this behavioral shift early is key. Rather than letting these customers lapse fully, you can target them with thoughtful, timely reactivation strategies.
1. Use Segmentation to Spot Dormant Customers
Not all post-summer customers are alike. Some may have made one big seasonal purchase, while others were regulars who suddenly went quiet. Segmentation helps you understand these differences and respond with relevance.
- Seasonal Shoppers: Customers who only appear during summer sales. Strategy: entice them back with seasonal previews or early access to fall promotions.
- Previously Active Members: Customers with steady engagement who stopped purchasing. Strategy: personalised win-back campaigns highlighting new arrivals or points bonuses.
- High-Value Inactives: VIPs or big spenders who’ve gone silent. Strategy: offer tailored rewards or exclusive experiences that reignite loyalty.
By segmenting based on frequency, recency, and average order value, you can target customers with messages that feel personal rather than generic.
2. Personalise Rewards to Drive Action
Generic discounts may not be enough to win back dormant customers. Instead, focus on rewards that reflect each customer’s behavior and preferences.
- Points Multipliers: Offer double points for a limited time to spark urgency.
- Category-Based Offers: Target customers with rewards on categories they engaged with over the summer.
- Experiential Rewards: Give VIPs or frequent buyers exclusive perks like early access to fall collections or special events.
Personalisation makes customers feel seen and valued, which increases the likelihood of re-engagement.
3. Build Automated Reactivation Flows
Consistency matters in customer retention. Automated reactivation flows help you systematically reach out before customers fully churn.
- Win-Back Email Series: Triggered after a set period of inactivity, reminding customers of their point balance, highlighting new rewards, or offering a time-limited bonus.
- Push Notifications: Short, engaging reminders about unused points or exclusive fall offers.
- Direct Mail for VIPs: A tactile touchpoint like a handwritten note or surprise reward can go a long way for high-value dormant customers.
Automation ensures you’re proactive, not reactive, about keeping customers engaged year-round.
Turning the Slump Into an Opportunity
The post-summer slowdown doesn’t have to mean lost loyalty. By combining smart segmentation, personalised rewards, and reactivation flows, brands can turn dormant customers into re-engaged, loyal advocates.
The key is to act quickly and thoughtfully. Customers who feel remembered and rewarded are far more likely to return—not just for fall, but for the long term.
