Mike Smollan, Chief Growth Officer at Smollan, rates memories high on the agenda, checking out what this season means for retailers when crafting both online and offline shopping experiences.
Flashback to 1990 with Google recently creating a modern version of the ‘Home Alone’ hit movie, where this time adult Kevin defeats his enemies from breaking and entering, with the help of Google Assistant-enabled devices. The ad appeals to viewer emotions by generating a feeling of nostalgia and memories, the ultimate brief for retailers this festive season as they wrap up magical experiences for customers.
The pandemic accelerated the shift towards online shopping and influenced the way retailers prioritised contactless fulfilment options, and digital engagement strategies – putting the spotlight on creating captivating, cohesive, memorable omnichannel shopping experiences. As retailers up the ante and become more innovative, agile and customer-centric when it comes to preparations for this full on frenzied time.
The tussle between online and offline has indeed become more apparent, where price parity, consumer offers and adequate stock are represented in physical stores as well as on various ecommerce platforms. Retailers need to make sure that they have created a seamless connection between both channels, as what happens online often leads to offline sales. Having built meaningful customer relationships over the course of the year, including amping up the shopping experience as well as finding the sweet spot in the split between instore and online, it’s now about presenting new and exciting ways to allow consumers to browse, buy and save leading up to the festive season. Meeting them wherever, whenever, and however they prefer to shop.
From a global perspective, according to olbuz.com, shoppers have already started their holiday shopping, some as early as June, so understanding the micro moments to maximise sales will be key within a small pre-December window. For example, being prepared for increased demand by reviewing last season’s data and comparing metrics; playing smart to stay competitive by keeping an eye on competitor’s prices and offers; shifting marketing strategies to make sure there is a platform to connect with mobile shoppers – as a start by having a mobile browser compatible website; having a strong presence on social media, or perhaps considering the option of hiring influencers to create campaigns around specific products.
The ‘Future Shopper Report 2023’ (Wunderman Thompson) takes a deeper dive and presents some interesting stats. It reports that 56% of global consumers say they want seamless communications across digital and physical channels, 60% prefer to shop with a retailer or brand that has both digital and physical stores, and 32% of all online spending is done on mobile phones. So too, marketplaces remain the number one online channel, however, despite this dominance, this year has seen a resurgence in physical retail and D2C brands.
In addition, www.advertisingweek.com recently plugged into the thinking of several marketing leaders who highlighted how retailers and brands can win over this year’s festive shoppers. From creating experiential moments that will stay with customers, to making shopping easier across all core channels, being real but making it positive, as well as maximising value and rewarding loyalty.
Success this festive season will ultimately come down to how switched on retailers are, and how they onboard new approaches and shift marketing strategies both online and offline. They need solutions that offer fresh perspectives and new ways of doing things around integrated, omnichannel, personalised, digital experiences where service excellence partners with new age consumers who have much higher expectations than previous years.
SMOLLAN
https://smollan.com
