Brands and retailers are gearing up for one of the most crucial periods in the retail calendar, the holiday season. Despite the growing prominence of e-commerce, physical stores remain a cornerstone of holiday shopping. In fact, 83% of purchases still occur in-person, with 67% of consumers preferring to shop in-store. This presents a significant opportunity for brands to maximize their visibility and drive sales during the holiday rush.
The Importance of In-Store Presence
The holiday season is a time when consumer spending peaks, and competition for shelf space and customer attention is fierce. Brands that can effectively capture the attention of shoppers in physical stores stand to gain a substantial share of holiday sales.
Challenges in the Current Retail Landscape
However, the retail landscape is evolving, presenting new challenges for brands, during the holiday season: :
- Earlier shopping timelines
- Increased focus on sustainability
- Demand for personalized experiences
- Economic uncertainty affecting consumer behavior
To navigate these challenges and maximize brand visibility, companies need to adopt innovative strategies and leverage the latest retail technologies.
Strategies for Enhancing Brand Visibility
Educate and Empower Sales Associates
One of the most effective ways to increase brand visibility is by turning sales associates into brand advocates. Well-informed associates are more likely to recommend your products confidently. In fact, 97% of associates feel confident selling brand products they have been trained on.
Implementing Digital Education Programs
Brands can use platforms like ENDVR to deliver engaging digital education directly to frontline retail sales associates. This ensures that your brand remains top of mind and is recommended to every customer, even when brand representatives can’t be physically present in the store.
Optimize In-Store Displays
Product placement and display quality significantly impact sales. An estimated $104 billion is lost yearly due to poor product displays. Brands should focus on creating eye-catching, strategically placed displays that highlight their products during the holiday rush.
Leveraging Technology for Display Maintenance: Utilize retail sales enablement platforms to maintain “Point of Sales” (POS) displays when your sales reps can’t be in store. These platforms allow you to request images of in-store displays and inventory checks, ensuring consistent brand representation across your wholesale network.
Implement Targeted Incentives
Motivating sales associates to prioritize your brand can significantly boost visibility and sales. Implementing a strategic incentive program can turn every customer interaction into an opportunity to elevate your brand’s presence.
Creating Effective Incentive Programs: Use platforms that allow you to instantly launch sales incentives to frontline retail sales associates across your entire wholesale network. This approach ensures your brand is recommended over competitors and provides real-time visibility of in-store sales data.
Harnessing Data for Better Visibility
In today’s data-driven retail environment, brands need to leverage analytics to make informed decisions about their in-store strategies.
Track Performance Metrics
Monitor key performance indicators such as:
- Running sales totals
- Week-over-week comparisons
- Training completion rates by store and associate
- Store engagement levels
This data can help identify areas for improvement and guide resource allocation during the holiday rush.
Conduct Frontline Brand Tracking
Gain direct insights from frontline retail sales associates to measure brand health. Use surveys to understand product performance against competitors on the retail floor and uncover actionable opportunities.
Preparing for the 2024 Holiday Season
As we look ahead to the 2024 holiday season, brands should start their preparations early. The holiday shopping timeline has been creeping earlier each year, challenging brands to stay agile and ready to engage shoppers long before the traditional holiday season kicks off.
Key Focus Areas for 2024:
- Sustainability: Consumers are increasingly prioritizing sustainable products. Empower associates to effectively communicate the value of sustainable offerings.
- Personalization: Create memorable, tailored shopping experiences to drive loyalty and sales.
- Technology Integration: Leverage innovative in-store technologies to elevate the customer experience and provide a competitive advantage.
- Economic Considerations: With inflation impacting consumer decisions, ensure every customer interaction counts by having well-informed and incentivized associates.
By implementing these strategies and leveraging the right tools, brands can maximize their visibility in physical stores during the holiday rush. This approach not only drives sales but also builds lasting brand loyalty that extends beyond the holiday season.
Remember, success in physical retail during the holidays requires a proactive, flexible approach that puts customer experience and strategic execution at the forefront. Start planning now to ensure your brand stands out on the shelves and in the minds of consumers during the most wonderful time of the year.
To ensure your brand shines during the crucial holiday season, it’s essential to stay ahead of evolving trends and consumer expectations. Our 2024 Holiday Trend Playbook is packed with insights and strategies to help you navigate challenges like earlier shopping timelines, increased focus on sustainability, and the demand for personalized experiences. Don’t miss out on these expert tips to maximize your brand’s visibility and drive sales in physical stores during the holiday rush.
Download the Holiday Trend Playbook Today and start planning your brand’s winning holiday strategy!
