It’s no secret that the holiday season is the most competitive time of the year for online and brick-and-mortar retailers. Advice? The sooner you plan your holiday strategy, the better your results.
A thorough analysis of 2013’s promotional activity across a variety of marketing channels and retailers has yielded a compelling to-do list for 2014’s Holiday Strategy.
#1 IT’S NEVER TOO EARLY to capture holiday spend.
> Many shoppers begin their holiday shopping before or during September.
> Communicate (sales/promotions) earlier to secure shopper-spend before the competition does.
> Thanksgiving and Black Friday sales start earlier each year, and consumers respond positively.
#2 GO BIG OR GO HOME! There’s no such thing as too promotional.
> Simplify sale communications around loud and proud promotions.
> Promote the added convenience and value you’re making available to your shoppers.
> Create a sense of urgency.
#3 KEEP IT SIMPLE: communicate clearly and directly.
> Build a hierarchy for multiple events on different days.
> Use color and/or simple graphics to “pop” important messaging and events.
> Display store hours prominently.
#4 USE EVERY CHANNEL to connect with shoppers.
> Offer discount codes via text message.
> Provide multiple ways to shop, demonstrating flexibility.
> Encourage shoppers to plan a shopping trip online and promote in-store pickup services.
#5 RETHINK CYBER MONDAY to drive online and store traffic.
> Extend shopper savings and interest in your store through Cyber Week and Cyber Deals.
> Offer free shipping beyond Cyber Monday.
> Drive urgency by utilizing countdown and real-time quantity tracking in product display.
As Senior Vice President, Client Services at Schawk, Lou Bart helps drive innovation in retail advertising. Lou has account, creative and strategic leadership responsibility for helping our retail client's grow their business through relevant, compelling, multichannel communications with their customers. With proven best practices and applied consumer insights, Lou is charged with managing and delivering marketing strategies and initiatives for major retail clients to reach and motivate their customers. Prior to joining Schawk, Lou previously held senior leadership roles at several leading agencies where he oversaw the Sears, Best Buy, Citi, OfficeMax and Safeway accounts. http://www.schawk.com
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