2015 Holiday Tips for Retailers & What We're Reading This Week

November 06, 2015

1. EConsultancy: Five Digital Marketing Tips for Retailers this Christmas
It’s nearly ‘that time’ of year again. So what are the key things to consider if you’re still putting the final touches to your digital marketing strategy for the holiday shopping season?The pace of change in digital marketing means there are always new trends and opportunities to consider as retailers think through their plans to maximise sales at the busiest time of the year.So here are five areas to consider this holiday season:

2. The Wall Street Journal: Holiday Shoppers Plan to Spend More as Retailers Introduce Marketing Promotions
With retailers’ critical selling season underway, a greater number of Americans plan to shell out more on holiday gifts this year than they did in 2014, according to new research from consulting firm Accenture.And that means more dollars up for grabs as retailers introduce a barrage of marketing gimmicks and promotions to lure consumers into stores.
Forty percent of Americans plan to spend more on holiday shopping this year thanks to increased optimism around personal financial situations, compared with only 25% who said the same in 2014, according to Accenture’s survey of 1,537 consumers in the U.S.

3. CNBC: Marketing 101: Why Brands Won't Give Us Our Holidays Back
Creating a brand-specific holiday icon, like Coca Cola's Santa can or Budweiser's Clydesdales, is a marketing home run. When it works, that new offering becomes a tradition. Coca-Cola, for example, first used Santa imagery in 1931. Not only does it persist to this day, there's a whole market for Coca-Cola brand Santa collectibles, from ornaments to glasses.

Argos has used its Christmas campaign to put a stake in the ground against rival Amazon and shout about a “unique” delivery proposition that marketing director Stephen Vowles believes cements the ‘digital leader’ status it has been eyeing for the past year.

5. Retail Customer ExperienceEmail marketing remains a viable customer experience tool
Stacey Kane, vice president of marketing for East Coast Wings & Grill, and Jenny Martin, director of brand marketing for Togo’s Sandwiches, related during the session that email remains a very effective way to communicate with customers — and propel engagement with customers to visit the brand's website and use the brand's mobile app.
"We use email to get customers online to our website and from there to their mobile device," Kane said.


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