A Not So Traditional Retail Holidayhttps://www.chutegerdeman.com/wp-content/uploads/2020/12/gift-header.jpg1440428Chute GerdemanChute Gerdemanhttps://secure.gravatar.com/avatar/27b8b1d5d4480e694e1d763231b8e868?s=96&d=mm&r=g
For some companies, the holidays are a make or break moment. Will it be a record year? Or will we see a rise in less than stellar sales figures? In the wake of COVID, and the more convenient than ever eComm boom, brands have to get creative opening their doors, physically and virtually, to new ideas. Now more than ever they need to become more fluid and adaptive when engaging in customer interaction. In the thick of the holiday season, we’re paying attention to a few standouts that are getting it right.
Building a Collective
United By Blue, an outdoor apparel brand, kicked off their “I Stand With Small” campaign this year. Aimed to help small businesses collaborate rather than compete, the group now supports and elevates over 20 companies. The program and the brands coming together say that they “share the same goal: to prove that businesses can do great things for the world.” The campaign has worked well for these brands and given them a much-needed lift in times of uncertainty. To wrap up the year, all the brands participating are coming together to create and deliver a holiday catalog. The marketplace idea, in catalog form, gives consumers further access to products while also introducing these brands to a new audience. If mass does truly attract mass, then we see this as a unique way to lift each other up collectively.
“At the end of the day, we know that none of our customers are going to fill their entire closet with United by Blue products, but if they are going to buy additional clothing or bags or accessories or whatever it may be, we’d rather them buy from a mission brand, as opposed to any other brand that’s out there.” – Mike Cangi, Co-Founder
Comfort Comes First
Pets are the winners amidst the pandemic—U.S. households with pets have grown over 4% this year and new adoptions are soaring. With all the extra time at home, many families are adding a pet to the family for the first time. Pets have become a symbol of comfort in 2020 and retailers are thankful for the surge in new consumer activity. Chewy, parent company to many well-known pet brands, saw their biggest sales day in company history on Black Friday. Capitalizing on the new market, Chewy has developed personalized products for the first time ever this holiday season. Bringing joy to the entire family.
Confidence is Key
In-person shopping is heavy with uncertainty this holiday season. For Target, its main focus has been shopper safety. With an increase in delivery issues and wait times, some consumers are tired of online ordering, let alone those last-minute holiday items that are no longer available for shipping. To combat those issues, Target implemented appointment-based shopping, paired with contactless payment. Customers planning ahead can now skip lines in-store by simply entering their name in a digital waiting list. There are also drive-up spaces for those who order online ahead of time. Customers simply alert Target they are on the way in the app and as they pull into a convenient pick-up spot a Target team member is at their door ready with the order—keeping the customer completely contactless.
“As we approach the holidays, guests can feel confident in choosing Target—a safe experience” – Brian Cornell, CEO
While this isn’t a traditional holiday shopping season, we’re seeing positive steps forward from brands navigating through hard times. Whether it’s working together, shifting focus, or even developing new products, innovation certainly isn’t lacking. The road to retail in 2021 is very close, and if this year has shown anything, it’s that retail resilience is stronger than ever.