How Retailers Are Enticing Consumers to Purchase This Holiday Season

Modern retail marketers are taking a more sophisticated approach meeting their target viewers with a sequenced datadriven message that moves customers through their purchase journeys to boost sales during a key sales periodThe pressure is on with holiday retail sales this year forecasted to increase between 38 percent and 42 percent over 2018 according to the National Retail FederationA retail marketer39s goal is still to be everywhere consumers are during the holiday season In 2019 the challenge is reaching fragmented viewership Retail marketers can39t reach everyone by buying the 25amp821154 demo through a few major TV networks anymore The proliferation of services amp8212 AVOD OTT TVE and moreamp160amp8212amp160has resulted in scattered pockets of viewers The average consumer subscribes to three streaming services according to Deloitte research By some counts consumers have to subscribe to four services to get the same content that used to be on one platform And with Disney and Apple TV gaining steam and others launching in 2020 it39s not going to get easier to reach unified audiences anytime soonHow can a retailer meet potential customers with a relevant message everywhere they look this holiday season Starting with an understanding of modern viewers is crucial There are the advanced cordcutters who only watch ondemand TV and there are people who still like to tune in to linear TV for a set amount of time There are also transitional viewers those who fall somewhere in the middle sometimes watching live TV and sometimes watch ondemand In the 2019 holiday season retail marketers have to orchestrate unified campaigns around constantly changing consumer behaviorDataDriven TV A Holiday Marketing CenterpieceThe Holy Grail of digital and TV is leveraging the data and insights from one channel and bridging it to another for continued success With overall spend growing for both digital and paid social increasing by 17 and 16 percent respectively the opportunity for bridging digital and TV is rich Unfortunately data silos are all too common and strategies for TV and digital remain squarely separateToday39s smart retail marketers can use audiencebased buying technology to truly bridge the gap for crossscreen success When consumers engage with social media for example they invariably reveal things about themselves of interest to marketers Engaging with certain hashtags shows an affinity for a product or activity engaging with CycleChic reveals that the user is interested in cycling while tagging social media posts with Camping and Hiking shows an appreciation for the outdoors Marketers can use this insight to sequence messages and control frequency through datadriven TV keeping their brand topofmind with prospective customers and further spreading its message during the holiday seasonLikewise retail marketers can reverseengineer their efforts using addressable TV advertising as an extension to digital by applying data to TV A retail marketer can place a pixel on their website to track exposed TV households that visit their sites Afterward they can target those visitors on TV again to reach them with a message specific to whatever stage of the customer journey they39re in Putting all the data together a marketer can get a much better idea of a consumer39s wants and interests than they would otherwiseAn Omnichannel Experience Beginning With TVquotMarketing plays an important role of certainly holding up this iconic brand but also driving the business and driving traffic to our storesquot Target executive vice president and chief marketing officer Rick Gomez told AdweekToday39s retail marketers know that seamless customer experiences from online shopping to instore pickup are critical to driving sales during the holiday season And TV with its ability to reach customers at scale with relevant messages is still the most successful medium at engaging a wide swath of audiences with a message and driving results Linear TV can drive awareness of a promotion or particular items offered on Black Friday for instance Through datadriven TV retail marketers can reach households during the consideration phase of their journey such as customers who previously bought a competitor39s products or lapsed in purchasing and could be influenced to buy againAddressable TV can be used to target viewers with relevant messages at the household level And addressable campaigns return plenty of insights postcampaign including the incremental impact of addressable TV against a brand39s KPI such as return on advertising spend ROAS lift in penetration share shift and foot traffic to store locationsAn orchestrated approach to holiday retail marketing is critical this year and will be for years to come Retail marketers today understand customers are shopping on devices and in brickandmortar shops and they39re consuming content in a variety of waysTV viewers today watch more premium content across more channels and devices than ever before A holistic approach to retail marketing during the holidays spans the full customer journey from awareness to action across all of themFor more on retail marketing campaigns get in touch with usClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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