To drive growth in these transformational times, it’s never been more important for retailers to plan ahead.
Inflationary pressures might be squeezing businesses and consumers from all sides, but by keeping pace with people’s changing needs around key shopping moments, retailers will be better placed to capture changing demand.
From back-to-school to the post-Christmas sales, this infographic details the latest consumer trends, industry insights, and digital best practices to explain how this year’s seasonal shopping moments can work for you.
Use it to help guide your approach, prioritise your next steps, and create a marketing strategy that meets your evolving business needs.
Key takeaways
Understand your existing customers and find new ones
It’s important that customers know you are there for them, even in difficult circumstances. Stay updated on local market conditions and tune in to the challenges your customers face.
Full-funnel audience solutions, such as Performance Max campaigns, can identify shoppers with high purchase intent across Google touchpoints for those important moments in the retail calendar.
Using this information, you can expand your customer base by reaching undecided shoppers who are searching for products like yours.
Master the art of storytelling
Whether you’re a small local business or a multi-channel retailer, it’s important to stand out during key seasonal moments.
As consumers increasingly turn online to window shop, video is becoming more important to drive brand awareness and start their journey down the funnel.
Connect and inspire shoppers by following YouTube’s ABCDs — a set of creative best practices to help master the art of storytelling for awareness, consideration, and action.
Listen intently and be flexible
As the economic situation evolves, it‘s vital to monitor campaign performance and continually reassess the context and tone of your marketing messages.
Be prepared to reinvent your offering for seasonal searches and adapt to the times to keep shoppers on your website.
Remaining flexible is key to staying connected with customers and supporting their specific needs during each of these seasonal moments.
