The Way to Bring Seasonal Event Shoppers Into Your Own Retail Store

As occasion shopping becomes more popular, retailers are operationalising an increased variety of seasonal events throughout the year.

Nowadays, the largest retail events span from Valentine's Day, Mother's Day, Father's Day, Easter, End of Financial Year, Singles Day, Halloween, Chinese New Year, Black Friday through to Christmas. Along with traditional events and events, new dates have emerged on the calendar. These include Black Friday, Cyber Monday, Click Frenzy, AfterPay Day and Amazon Prime Day.



In categories like fashion, 70 percent of individuals purchase with an occasion in mind.

Retailers could be missing out on significant sales opportunities by failing to take advantage of cultural and seasonal events throughout the year. But customers want brands to inspire them to find and store in different ways, so it is up to retailers to be creative and create memorable experiences, while still providing the customer with what they want.

Below are 4 success factors to bring key retail events into your shop:

  1. Time it right--based on the occasion, begin to construct your campaign a month or two before the date. This will give your customers a heads up on what you will do and when, and create anticipation in the lead-up.
  2. Be creative--stand out and get creative with your marketing campaigns. Pick something fun and relevant for your clients that will encourage involvement and create social sharing about your campaign.
  3. Think beyond earnings promotions --these retail events are a excellent chance to do something different and create memorable and immersive experiences.
  4. Sync your advertising channels-- clients no longer acquire information from a single channel. Find out where your customers are spending their time, then create a connected omni-channel experience linking in-store and electronic touchpoints (your eCommerce presence, social media and other electronic platforms).

Christmas is definitely the main retail event, as it constitutes 45.3% of the entire important events market.

Especially around Christmas time, retailers are becoming more and more creative annually.

The Mattel Christmas Pallet for Big W extended the retail area to outside store, offering a multi-category Christmas present destination with maximum cut-through and minimal campaign cost. It turned out to be among the biggest temporary Christmas sidewalk promotions undertaken by a retail chain in Australia, and took a POPAI award.

Another Christmas solution from the liquor class, was the Jack Daniels Christmas tree by id8 Studio. The activation also solved a merchant difficulty --off-location shrinkage and breakage in the high-value glass group. The 360 degree screen led to 38% sales uplift.

Benefit from key retail events and map your client journey to your stations. Occasions talk to value, and the goods that you have need to be particular and aspirational throughout the period. In the short term, retail events can drive traffic and sales by offering a reason for customers to go to. In the long run, the activation of different retail events may transform your store into a destination.

References

https://www.connectpos.com/magento-pos/

https://www.connectpos.com/shopify-pos/

https://www.connectpos.com/bigcommerce-pos/

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