Understanding dynamic, hyperlocal behaviour can help brands prepare better for the holiday season

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 14, 2020, 3:28 PM UTC

Consumers are expected to spend the money saved on travelling and eating out on retail, according to Kantar’s “Preparing for Holiday 2020” study.

Despite economic uncertainties, customers will spend more on retail this holiday season. To capitalise on this customer base, brands should start their shopping season early this year. But, marketers should first research and understand evolving hyperlocal behaviour.

Analysing hyperlocal differences can help brands deliver relevant, timely and targeted marketing campaigns. It can also help create compelling content that matches consumer sentiment in a particular location.

With a majority of customers looking for value-driven and discounted products, brands should organise promotional events, offer discount coupons and establish multichannel visibility. They should also humanise their campaigns by promoting safety, quality, sustainability, diversity/equality and fair employment to influence shoppers’ purchase decisions.

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