Christmas. A time of year when shopper demand is at its highest. Prices hit rock-bottom and the nation’s heartstrings are pulled by the much-anticipated Christmas adverts (and we enjoy debating which retailers got it right and which got it horribly wrong).
For grocers, it’s a time to go big in-store. Big with their Christmas décor, big with their colourful campaigns and big with their discounts (those nostalgic Quality Street tins win me over every time). But I question just how strategic brands are being with their below-the-line Christmas marketing campaigns.
While everyone focuses on making the loudest noise in-store, and with most in-store media being own-label products, brands need to be mindful of changes in shopper habits during Christmas, and tailor their campaigns to suit their behaviour…..Read More