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A
lthough intense all year around, the
fight for customers’ short attention is
at a peak during the holiday shopping
season. That’s also a time when buying
intent is at its highest, but customer
patience can be at its lowest. Add to matters the
importance of fourth quarter sales for most retailers,
and effective holiday communications can literally
make or break a fiscal year.
It’s a lot to think about in today’s highly fragmented
media environment, where weak promotions are
quickly swiped by, bad ideas can spread like wildfire
and the channels of communications are fluid and
growing. Certainly, what works most of the year can
work during the weeks leading up to Black Friday
through the weeks after New Year’s. At the same time,
shoppers’ wants and needs can be pretty specific dur-
ing “the most wonderful time of the year,” so retailers
Tips to optimize
holiday customer
communications
and promotions
By
Martin
Vilaboy
Inside
Outdoor
|
Fall
2016
30