How can Retailers succeed this holiday season and beyond
19 Aug 2020
Since the start of the pandemic in March, retailers had to close their doors in an effort to stop the spread of COVID-19, resulting in a steep drop in sales for everyone. While the decline was not totally out of the blue, retailers are still feeling the pressure: according to Epsilon data, consumers across generations still have mixed feelings around when they will return to store
Now, retailers are at a pivotal point to try and make up for lost revenue. With the holiday season in the air, it's imperative brands have a strong Q4. But this holiday season is not like any other we’ve seen; the strategies brands have used in the past don’t necessarily apply in the same way this year.
COVID-19 restrictions are wavering and it appears we are in this for the long haul, potentially even past the holidays. Customers are especially wary of returning to retail stores with all this unknown. Not to mention, each individual customer feels differently about shopping in-store right now. Because of this, brands must fully understand the wants and needs of their customers, and communicate clear, effective messaging at the individual level.
In order to better understand how retailers can use identity to connect with customers and stand out as a brand—all while hitting key KPIs—we consulted a few retail marketing experts to see what kind of advice they would give for this unusual holiday season.