To really capitalise on the peak selling period, companies can’t rely solely on increased footfall alone. It’s how brands manage the influx of traffic in store and proactively engage consumers primed to buy over Christmas and New Year that counts - and now is the time to start strategising.
It’s crucial that brands consider what products they will promote in the lead up to Christmas and consider strategies to grab shoppers’ attention during the busy sales rush period when a raft of other, heavily-promoted merchandise will also be vying for attention. After all, at this time of year, it’s not just the usual competitor brands providing competition, it’s any product in store that could serve as a gift.
The Australian Retailers Association (ARA) and Roy Morgan’s Annual pre-Christmas predictions indicate Australian shoppers will spend over $51 billion across retail stores in Australia during the Christmas trading period from November 9 to December 24, 2018.
Russell Zimmerman, Executive Director of the ARA, said while the Australian retail industry has seen some patchy results in recent times.
The ever-changing FMCG landscape represents a world full of both opportunity and challenge for POSM (point of sale material) specialists and suppliers. One global trend has seen a big push towards “harmonisation” and“standardisation,” as brands seek to produce creative retail activation that not only stimulates purchases and creates memorable brand experiences, but also achieves this with minimum cost and optimum efficiency.