The Super Seven
It’s the biggest season for retail spending, is your brand going to win?
From Click Frenzy to Black Friday and of course Christmas, there is no bigger period across the retail calendar than the last 7 weeks of the year. But as customer behaviour continues to evolve, success isn’t guaranteed and brands need to respond.
Cartology’s omnichannel Retail Media solutions across Woolworths are here to ensure you get your brand in the basket during this important retail season.
Discover how below.
What's driving the super seven?
- It’s a season, not just a day!
More customers are thinking, planning and buying for Christmas and the season, seven weeks out!
- Digital is powering the journey
From planning early to seeking inspiration and managing their grocery budget, digital is the front door and plays a crucial role at driving in-store conversion.
- Customers are feeling the pressure
Cost of living is placing increased pressure on the basket with purchases more considered than ever before.
The season builds from 7 weeks out, with customers open to influence
They’re attending multiple occasions over the season
58% attend 2 or more gatherings which represents an opportunity to leverage multiple occasions for brands to be part of during the celebrations season.
They’re planning earlier for Christmas
92% of customers plan their Christmas meals up to a month before. Inform and inspire them around usage occasions with time and cost saving solutions.
The shopping starts early
With the rise of shopping events including Click Frenzy and Black Friday, 89% of customers start shopping before December. Don’t rely on the seasonal Halo to drive sales, ensure your brand has strong salience at the key moments of decision making.
The building blocks to a winning Super Seven
1. Be visible and salient in your category to stand out through the noise as competition increases. Role of media: Ensure your brand maintains a consistent share of voice over the duration of the 7 weeks.
2. Communicate value over and above price - Christmas is a high pressure and high cost time of year for customers, with value top of mind. It’s important to remember there are multiple ways to communicate value so consider your brands proposition and how you convey that to have the most success in retaining or converting customers. Role of media: Amplify your product USP messaging.
3. Build seasonal contextual relevance. With so many occasions throughout the 7 week period, customers are seeking solutions for their needs. Provide alignment to usage occasions and provide inspiration to customers. Role of media: Connect your brand to key occasions and customer needs, creating contextual alignment for your brands.
4. Drive brand excitement and mental availability. Excite customers with a unique brand offering as they plan for entertaining, stocking up or gifting. Role of media: Drive awareness and mental availability of your brand with customers and excite them with themed Christmas creative.
Closest to customers in the season of spending
From sofa to shelf, Cartology can take your brand closest to customers as they search, seek inspiration, plan and buy across the biggest seven weeks of retail spending.
From priming customers when they browse online to the critical moment at shelf when purchase decisions are made, Cartology’s Retail Media channels can help your brand be seen, considered and chosen.
Ready to win the season? Contact your Cartology representative for more information.