Digital’s influence on holiday has continued to increase year over year for 20 years. This year that will continue, but we’re going to have a step-change impact. It's not just about volume; companies should expect, and prepare for, very large increases in website sales this holiday. Additionally, over the last several years the timing of holiday has shifted earlier online, and this will be more pronounced this year. The digital side will continue to be earlier, as early as mid-October. The key will be to use this early time period to drive sales and traffic into stores as well. Black Friday needs to be rethought as a month-long event for November. Finally, stores will get a large influx at the very end of the season, but with improved shipping and delivery times, this last window will only very small.
Having inventory in the right place is going to be paramount. Find ways now to make your inventory movement as flexible and fast as possible across all channels and stores. Additionally, review your marketing cadence, particularly in digital, to align with an earlier season. Customers expect a true omni-channel experience, including pricing and promotions, now more than ever.
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