By Davinder Bhatia, Director at IMRG
Each year we survey retailers on their growth strategies, and customer acquisition is always a top priority alongside retention. Its also a topic that comes up time and again during our customer-focussed events.
The question is, what customer acquisition strategies have proven to work in 2025? Luckily a generous number of industry experts have shared their knowledge on this for this blog.
Insights in this blog include:
- Using social channels to power discovery
- The role of offers in acquisition
- Discovery-led growth across the right channels
Using social channels to power discovery
Social is reshaping discovery, as retailers tap into trends, influencers, and real-time data to personalise the journey from the first click. From full-funnel media strategies to the rise of non-incentive affiliate partners, the focus is on creating authentic, tailored experiences that drive acquisition.
From personalisation to performance
Nikhita Hyett, General Manager EMEA
Signifyd shares his tips for discovery, stating that Top-performing retailers are winning new customers by turning the digital journey into a personalised experience from the first click.
Brands like those thriving on TikTok and Instagram are tapping into trends, influencers, and tailored content that feels more like discovery than advertising.
Nikhita says, The key is real-time data informing promotion of the right product, at the right price, at the right moment.
For acquisition, this means crafting dynamic, trend-aware messaging that matches the deeper rewards and recognition customers expect. Its not just about selling, its about making each shopper feel understood from the outset. Thats what turns interest into action, shares Nikhita.
Social and the evolution of affiliate partnerships
Molly Elrington, Retail & Travel Client Partner at
Awin also applauds social media for discovery, saying Social content partners and influencers support cost-effective acquisition thanks to their authentic, discovery-led marketing.
She also reflects on other methods for discovery, reflecting on the shift in affiliate partner types with 59% of 2024 customer revenue driven by non-incentive partners.
Molly continues, While the likes of discount and cashback sites still play a key role in the channel, advertisers optimising with brand partnerships, card-linked offers, and tech solutions are excelling with acquisition - reaching new, often hard-to-find audiences, with these partners influencing the journey from its earliest stages and throughout.
Her final advice is: For retailers, tailoring messaging by journey stage is key: use educational, value-led content for acquisition.
Full-funnel strategies in action
Social media is a core part of the full funnel marketing activity that Abbie Law, Senior Paid Media Strategist at
Summit recommends. Abbie reveals the strategy used by one of Summits retail partners.
One of our retail partners boosted customer acquisition by adopting a full funnel marketing strategy. Using Demand Gen, YouTube, and social media ads, they built awareness among 24- to 34-year-olds and drove consideration for key products.
By aligning their paid media channels, they have created a seamless journey. They grabbed attention early and guided customers toward purchase. This approach bridged upper and lower funnel activity, ensuring brand and performance worked hand in hand.
Abbie says, Retailers looking to attract new customers should unify their media efforts and tailor creatives for specific demographics. By focusing on both awareness and intent, they can drive scalable and measurable growth.
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