Which Season'S Marketing Is More Important To Sellers?

The summer of England is coming, and many retailers are launching their latest summer retail advertisements.

from

VR shop slipway, to

The "Spend it Well" (smart consumption), and then Diesel (Diesel)'s "Make Love Not Walls" (with love and no barrier) advertising, summer promotion activities in the retail industry is becoming increasingly common.

According to the world clothing and shoe net, the growth of the consumer's summer budget means that retailers' summer advertising activities will catch up with the marketing campaign of the Christmas season.

But these two.

There is a big difference between the consumer behavior in the quarter and the specific situation. Which shopping season is more important to retailers?

Lawrence Alexander, Home's digital strategy director, believes that the success of summer promotion depends on the weather.

"Christmas marketing is very different from summer marketing.

The weather in summer is still the biggest factor. "

Lawrence Alexander said.

No matter how good your advertisement is, no one wants to buy shorts or popsicles at 12 degrees.

"Nowadays, many businesses rely on Christmas income to maintain their spending in the coming year, but the competition level of shopping festival like black Friday is becoming more and more intense."

"In addition, homogenization of products means that branding and promotion are more important than ever."

Although the weather may be unpredictable (as in spring this year), a smart marketing strategy can turn it into a retailer's advantage.

"It's easy for retailers to invest in seasonal marketing," said Christopher Baldwin, head of Nordic marketing at Selligent.

According to past experience, this strategy has proved to be a way to ensure return on investment and increase revenue. "

"Although the current situation is still so, consumer behavior is changing, and the traditional way of thinking is not enough to guarantee return on investment and customer participation."

"The key is to provide valuable content to consumers at the critical moment, and if there is no good reason for communication, simply do not convey your message.

It's better to be silent than to say something insignificant. "

"How does this work in practice? Take clothing retailers as an example, they can modify the quotation according to the weather forecast, or use the customer's historical paction data, such as the preferences of clothing colors, to ensure that their products and services are personalized and relevant."

Unlike the relaxed theme of Christmas tradition, this summer, many advertisements are becoming more and more politicized.

Although the summer provides obvious sales opportunities to retailers, consumers' attention to Christmas for a short time, however, means that their expenditure will be much larger. So the marketing activities in the Christmas season are the top priority of retailers.

"The challenge for retailers is that there are almost no major festivals in the summer.

In spring, after Valentine's day, mother's day and Easter, there's only one father's day left in June, and then the next homecoming season.

Mercer said.

"Spend It Well" of Marsha's department seems to have played a good promotional role in food and clothing.

"This advertisement successfully covers all kinds of random seasonal purchases that buyers will buy in the summer, which is exactly the opposite of the more centralized purchase of festivals such as Easter and Christmas."

"For most retailers, Christmas is still a more important season, and December is still the peak month for shopping."

According to ONS's data, "in 2016, 12.5% of the total retail sales in the UK were completed in December, while in July it accounted for 7.6% of annual sales and 7.3% in August."

More interesting reports, please pay attention to the world clothing shoes and hats net.