Christmas Trends 2024

“The golden quarter is a marathon, not a sprint – and focusing on the entire length of the customer journey, whether that’s in-store, online, or a combination of both, is one of the secrets for success. Customer experience is not limited to the point of sale, especially when it comes to big-ticket items – and neglecting earlier points in the journey can backfire. People wait for discounting moments when products become more affordable, but they may visit stores to see or test the product they are considering or seek help from knowledgeable specialists and sales assistants beforehand. Brands need to ensure their sales teams, stockists and stores are equipped to support that element of the customer journey. These experiences engender loyalty, increasing the likelihood that the customer will return when the time comes to make the purchase. In addition, there is every chance that something else may catch the eye during that visit, increasing the average transaction value. Consistency is also critical – from the way products are presented to the special offers made across digital and physical channels. Being clear about what the product offers and being consistent in price helps consumers to trust your brand or store, helping to reassure them about the level of service they will receive and eschewing any doubts they may have. Tracking how your products are being presented by third-party retailers with web-scraping and analysis tools is essential. This can also help when it comes to assessing your position and pricing within the market, helping you to compete at one of the busiest moments in the year.”

To read the published article featuring a comment by Rupert Cook, Business Development Director please visit A1 Retail