In the midst of uncertainty, what’s clear is that the 2020 holiday season presents retailers and consumer brands with challenges and opportunities. Driven by safety and convenience, shoppers are finding new routes to purchase, emphasizing the need for omnichannel operations that connect consumers’ online and offline experiences. Meanwhile, as online consumerism and the long-lasting impact of digitally influenced norms and behaviors reshape a tech-first retail landscape, decision makers are exploring what this means for the holiday season, accordingly transforming all stages of the shopper journey from consumer engagement to fulfillment needs and capabilities.
This debrief looks beyond holiday and even occasion-based marketing to identify crucial themes and strategies to leverage in a disrupted 2020 as well as for the longer haul, as the pandemic accelerates trends in digital transformation and hybrid virtual-physical retail that took hold before it.
Published September 2020
Brands and retailers are using virtual platforms to streamline conversation between consumers and experts, providing analyses and solutions tailored to each customer for optimal product results. This includes leveraging AI-supported conversational assistants that use natural language processing to help shoppers effortlessly navigate questions.Digital Drops
Generating excitement around product launches by relying on shopper's anticipation of a set release date to unlock access.In-Step Engagements
Promoting product awareness by creating playful OOH engagements that intersect with consumers during their daily routinesRetailtainment
Building connection through educational content that helps shoppers get the most out of their purchases while positioning the brand as a trusted expert, blurring the line between media and commerce. This includes shoppable shows that turn product launches into broadcast events, allowing consumers to shop in real time and facilitating conversations with a brand community.