Christmas 'in the moment'... Hello
When you’re tucking into your turkey this Christmas, spare a thought for the retailers who are already planning next Christmas. They are faced with a number of burning questions:
· What worked well this year (do we repeat in 2016)
· What didn’t work well/what do we need to change
· What will consumers want to see and hear around Christmas 2016
· What can we do ensure they ‘love us’ again next Christmas
· What will drive consumers to our store/website next year
Ultimately they are already planning Christmas 2016 before the Valentines Day love hearts and soppy verses have even hit the shelves. This is potentially something consumers do understand, as we’re potentially planning our summer holidays at the point the retailers have made all their buying decisions about everything they need for the next Christmas campaign.
We appreciate that retailers have to plan and purchase early, and this really did get me thinking… What if they are missing a trick by such forward purchasing? With the ever changing ‘INSTANT’ availability of communication open to everyone of all generations, what if something majorly exciting happens during 2016 and all the retailers have focused too much on last year’s big hit?
Should we plan so far ahead or not?
It’s a debatable question. But to conclude, I strongly believe that if you use research to speak to consumers ‘in the moment’ rather than retrospectively you will achieve a more measured response.
As an agency, we believe you should be listening to your customers/potential customers ‘in the moment’ to buy/click etc. to fully understand how they truly feel about you as a brand and importantly, if brand loyalty is achieved. Then it really doesn't matter if you produce a campaign around an old man in space or not!