The 2011 holiday shopping season is over and, with overall sales projected to exceed figures from the last several years, economists and retailers are ready to call it a success.

But the Christmas season is just a six-week segment of a 52-week year, and retailers can’t rely solely on traffic-driving deals and deep discounts to keep their balance sheets in the black.

So, how can you encourage sales and engagement throughout the rest of the year? One way is to create memorable customer experiences.

From electronic endeavors such as email, social media and your website, to in-store sensory efforts using audio, video and even aroma, your marketing should create a customer experience that drives your customers to not only think of you first when they need to make a purchase, but to spend more (increase customer share) when they’re in your store – whether it’s virtual or brick and mortar.