By Ellie-Rose Davies, Content Executive at IMRG
Each year we survey retailers on their growth strategies, and customer acquisition is always a top priority alongside retention. It’s 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. It’s not just about selling, it’s about making each shopper feel understood from the outset. That’s 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 Summit’s 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.’
The role of offers in acquisition
Offers and incentives continue to play a crucial role in acquisition, but effectiveness can depend on how and when they’re delivered.
From welcome discounts and tiered promotions to finance messaging and tailored rewards, retailers are finding that relevance, trust and seamless experiences matter just as much as the offer itself.
Finance messaging: breaking down barriers
Content type and messaging is also important to consider across social media and other areas of the customer purchasing journey, reveals Phil Allofy, Commercial Lead at Novuna Consumer Finance.
He says, ‘In the past year, we’ve seen brands use messaging like “spread the cost with 0% finance” in paid ads and landing pages to great effect. It removes affordability as a barrier and draws in customers who may not have converted otherwise.’
Phil emphasises the value of finding ‘the balance between impactful marketing messages like these, and regulatory compliance. Leveraging customer data to deliver tailored products and promotions is also valuable, but that experience should continue through to checkout.’
‘A rigid finance journey can undo great marketing. Every touchpoint should feel personalised, right down to the payment experience,’ says Phil.
Building trust through tailored promotions
Exploring the value of personalisation and promotions is CRM Manager, Amelia Clarkson, at NOVOS who says ‘Existing customers like personalised offers & recommendations but acquisition is based on building trust.’
‘New customers need a reason to engage. Offering a welcome discount is a proven way to drive acquisition. Other options to break down initial barriers include free trials, samples or valuable content,’ shares Amelia.
‘Stand out from the crowd. Highlight reasons why to shop with you over competitors. Outline unique benefits e.g. ethical business practices, speed of service or product innovation.’
Smart incentives for first-time visitors
Dan Bond, VP of Marketing at RevLifter echoes the value of ‘first-time visitors having different incentives than returning customers.’ However, he says that ‘Most retailers miss this entirely.’
‘New visitors lack context about your value, so your offers should build confidence, not just discount products.
‘Test tiered entry offers: small discount for email signup, better offer for first purchase, best value for minimum spending threshold. This creates a pathway of increasing commitment.’
Dan exclaims, ‘The best acquisition offers I’ve seen don’t just reduce price—they reduce perceived risk. “Free shipping on your first order” can outperform “10% off” because it eliminates an unexpected cost rather than just trimming the expected one.’
Personalised offers that strengthen belonging
Julienne Foutchou, Head of EMEA Marketing at Sheer ID shares an example of a retailer who uses personalised offers very well: ‘IKEA is boosting customer acquisition with the creation of relevant, personalised offers with a 15% discount for students.’
‘The company also updated its popular IKEA Family rewards programme, so customers earn points throughout their entire customer journey – from making a purchase to higher point levels for things like creating and sharing a gift registry or attending an IKEA event.
‘Customers redeem points for benefits like free food at the IKEA restaurant and discounts on purchases and deliveries.’
Julienne says, ‘By using personalised offers to appeal to a customer’s sense of belonging to a group, such as their profession or life stage, retailers can not only boost acquisition, they can nurture those connections over time, turning transactional buyers into lifelong customers.’
Discovery-led growth across the right channels
Reaching new customers increasingly relies on visibility across the right channels.
Whether through marketplace expansion, social discovery, or a broader product range, the focus is on creating relevant, seamless experiences that build trust and drive acquisition at scale.
Meeting customers where they already are
One core way to expand awareness is through meeting consumers where they are shares Alexander Otto, Head of Corporate Relations at Tradebyte.
He shares, ‘In our experience, retailers winning at customer acquisition have focused on a combination of smart marketplace expansion, frictionless digital journeys, and influencer-led discovery.’
‘Successful brands embraced hybrid commerce, meeting customers where they already shop. For example, fashion retailers leveraging TikTok and selling via curated marketplaces saw a significant uplift.’
Alexander notes how ‘These channels introduce new audiences organically and at scale. To convert these prospects, seamless checkout and fast fulfilment are strong methods.’
‘Marketing to new customers should focus on discovery, relevance, and trust-building, whereas existing customers respond better to loyalty and personalisation. A/B testing of creative by customer segment also proved effective in refining acquisition messaging.’
Wider product assortments, smarter acquisition
Another way to attract new customers and spread awareness of products is introduced by Simon Dyer, Regional Vice President, UK & Nordics at Mirakl.
He recommends ‘expanding product assortment through third party sellers to attract new customers. Offering a wider range of options to meet diverse needs helps grow audiences without adding unnecessary operational complexity.’
Simon continues, ‘To optimise customer acquisition throughout the digital journey, it’s essential to focus on value, trust and relevance.’
‘Competitive pricing, positive reviews and strategic brand partnerships all play a critical role in building credibility and appeal, whilst tailoring marketing efforts to each audience drives stronger, more sustainable growth.’
‘By adopting a marketplace model, businesses can further streamline this strategy, making it easier to scale as demand evolves.’
Customer acquisition can be difficult, but the insights shared point to common ground: relevance, trust and timing are essential.
Whether through social discovery, tailored offers or strategic channel use, the goal is to create journeys that feel seamless and meaningful from the very start.
Want to read more? Here are some other IMRG blogs you might find of interest:
Ways to improve UX on eCommerce websites – IMRG
Three ways to ensure fast and accurate global fulfilment – IMRG
Practical tips for retailers on managing customer reviews – IMRG
How to make eCommerce products go viral – IMRG
Creating Change: the shifting demands of eCom content – IMRG
Published 13/06/25
