While there’s no doubt that consumers are increasingly blending their route to purchase, the fact remains that in June this year the ONS reported that 90% of UK retail sales in 2013 took place offline.
It’s all very well for brands and retailers to showcase their products through extravagant responsively designed websites, microsites and apps, but they would be foolish to invest all that money in digital and overlook the importance of their in-store offering.
Jill Pinner, founder and chairman of experiential agency Fizz, says quality service is still the only way to really set your brand apart from the rest.
Retailers need to assess what success looks like and by being clear on the objective from the beginning they can ensure the in-store activity delivers that outcome. And by planning well in advance they can ensure the best return.
Pinner comments that “working closely with your agency and starting early means the best brand ambassadors are secured, then the best in-store space can be agreed and produced”.
Consumers are now hyper-alert to messaging but are also bombarded at Christmas so amplifying your above-the-line messages while remaining consistent is key to ensuring your marketing gets through.
Pinner adds that “retailers must be visually strong”. Christmas in retail is a hectic world so stores need to be confident and bold with their presentation. She adds: “Don’t forget the gifting angle. It’s so obvious but often can be forgotten – special gift packs and offers can help to drive consumer gift purchase.”
Happy customers, loyalty and repeat custom are all the more important at Christmas time when brands large and small, international or independent, are competing for consumer spend.
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