Wednesday 8 January 2014

The multichannel approach wins the Christmas sales

Although Christmas has come and gone, it doesn’t mean we can move on just yet. With all the different advertising campaigns launched in November and December, marketers need to take a moment to reflect before moving on with 2014.

Early reports for non-food retailers are being produced and it looks like those who invested in online marketing and no pre-Christmas discounts are leading the pack for holiday sales. These retailers included Next, John Lewis and Jigsaw, all of which had a larger online presence and online marketing campaign during the shopping season.

It is no surprise that John Lewis hit their mark. In addition to their now classic TV advert being one of the more recognisable on the big screen, it scored almost 12 million views on their official YouTube page. And that does not include the users that posted a copy of the advert privately. So in addition to creating a solid brand online, a third of their sales came from the John Lewis website. Overall, like for like sales for John Lewis were up 6.9% year on year over the five weeks leading up to 28 December*.

Next saw an 11.9% increase and Jigsaw saw an 18% increase*. Next has even announced that because their holiday sales have exceeded expectations, they will be rewarding their shareholders with the surplus. Both Next and Jigsaw say that their increase was due impart to not discounting before Christmas unlike their competitors Debenhams and Marks & Spencer. They also introduced new online features such as click and collect and improved delivery options. 

So what can we learn from this holiday season? Continuing to build on brand awareness as well as having a multichannel approach is a winning combination. It has also shows that while customers like a good sale, marketers need to be careful how quickly they jump for the reduced labels.

Do you think your business could benefit from a multichannel approach? We can help. Contact Digity today to find out what we can do to make your business stand out.

*Sales percentages from

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