As all retailers (and retail brand marketers!) are aware, the holiday season is the most critical time of year for driving sales. Because that season is so important, most retailers are already in the process of planning their holiday campaigns right now instead of enjoying the summer weather. Typically, retailers play to the traditional holiday themes—family, gift giving, parties, winter wonderlands—as part of their strategy to engage consumers and up the gift-giving and overall holiday spend. But connecting only on traditional themes may be leaving opportunities on table for retailers when it comes to motivating consumers to spend more during the holidays.
According to new consumer connection data that we released today, we believe retailers should look beyond holiday themes to understand the deeper connections that really motivate consumers to buy—during holiday season or for the rest of the year, for that matter.
Here are some of the highlights from our retail survey:
- Although awareness and familiarity with 10 major retail brands was high (90 and 71 percent, respectively), only 18 percent of consumers indicated an emotional connection to their retailers.
- Consumers who did feel emotional connections to their retailers were four times more likely to shop those retailers first when relevant needs arise, as compared to consumers who were simply familiar or satisfied with their retailers.
- Retailers can build connection by better fitting into the lives of consumers. According to our data, consumers look to retailers to make their lives simpler. The top connections that resonated with consumers were: the retailer simplifies my life; the retailer helps me live my life the way I want to live it; and by shopping at the retailer, I get a sense of accomplishment.
We also found some very interesting data on the differences between how men and women interact with retail brands that should be of great interest to retailers as they enter the holiday campaign rush. (Hint: Men may just be more into shopping than you might think!) For more on the study and gender differences, check out today’s press release.