Some unique conditions are going to be in place for the 2012 Xmas sales season. Add that to the fact that economic growth is positive and we may see stronger sales results this Xmas.
ShopperTrak has released its findings for the US retail market recently and they point out the importance of the number of shopping days between black Friday and Xmas day, the number of Xmas shopping weekends, and another weekend between Xmas and New Year’s Eve as key drivers of extra sales this year.
ShopperTrak believes overall US Xmas holiday season sales will rise by 3.3%. The US market is separate from ours of course, however any growth in US sales is going to impact Canadian manufacturing production.
Another recent study from Google who hired Ipsos OTX, an independent market research ﬁrm, aimed at discovering consumers’ shopping intentions for this 2012 holiday season suggests shoppers will start earlier and 53% will search online before shopping at retail.
Also, they study revealed consumers plan to spend $900 on holiday shopping this season, vs. $854 last year.
The above graphic suggests store flyers and instore displays still rank as influential promotional mediums. It’s the growing reach and impact of Internet-based communications that manufacturers and entrepreneurs will have to manage well. Is integrated marketing inevitable?
Integrating web based promotion with improved POP displays may be the best way to ensure you make the biggest impact at POP. Other studies still show how critical POP is to sales in retail stores, and how effective they are at boosting sales. Those retailers without effective web to bricks and mortar conversion strategies may be left with retail pricing discounts as their only sales tools.
What’s holding you back from being more innovative in your packaging and your overall promotional campaigns? Being entrepreneurial is a key habit business people will be striving for in the next 5 years. Do you have the entrepreneurial skill set to keep your business on top of technological and cultural trends? In the corporate world, these skills and aptitudes aren’t easy to maintain or build. Most corporate executives realize the need to be progressive and adaptive, yet big organizations by their very size and organizational structure are not nimble.
Tell us about your own challenges in introducing entrepreneurialism in your company? Is there sufficient effort put into identifying opportunities and anticipating change from staff at sub C level? Do you have the personnel to keep up on marketing and packaging technology and trends, or do you need to outsource that sort of activity? Do you truly believe that there is enough change in the market to make innovation a key business advantage?
Have you improved your packaging in style, form, or materials in the past two years? Did those changes lead to improved sales or cost savings? Does Walmart’s sustainability guidelines make you feel threatened or optimistic about where packaging is going?