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It feels like yesterday that I was writing about the turn of the year and in the blink of an eye a third of the year has passed and Easter is on the horizon. In truth, Easter should not be such a surprise since lots of retail outlets turned their attention to Easter shortly after Christmas.
Easter is a crucial retail Period, particularly for food groups with a 4.7% increase in footfall predicted against 2016 (eagleeye). Easter eggs, hot cross buns and roast ingredients/accessories are prime purchases, while searches for things to do rocket over the period, by as much as 250% for ‘things to do with kids’. Furthermore, Google research also shows that Easter is a key time for home improvements and travel.
Like the Christmas period (and the rest of the year for that matter), people are time-poor meaning convenience is a high priority. As with most campaigns, personalisation is at the forefront and those who engage, reward and incentivise consumers in a timely and location targeted fashion will prosper. Recent technologies including push notifications, iBeacons, geo location and near field communications facilitate this if implemented strategically. Planet retail research found that 10% of UK consumers redeem offers sent to their mobile whilst in store.
This is supported by Google research which shows a surge in mobile interactions over the Easter weekend.
Marketing Week research conducted in association with Quidco found that 26% of retailers promote customer data driven offers and rewards, with 59% considering the addition of personalisation (eagleeye). A digital approach to marketing allows retailers to develop consumer profiles which may include real-time basket information and in turn reduce basket abandonment rates.
Looking at some great marketing campaigns used in 2016, brands certainly have something to live up to in 2017. Carlsberg’s #IfCarlsbergDid involving pop up bars offering passers by ½ pint of chocolate in a mug got some good traction.
Unsurprisingly Cadbury were at the forefront of people’s minds, supported by a campaign where they placed the 3 large eggs in the Scottish Highlands as a play on the mythical Loch Ness Monster.
Again, along with a TV campaign this created a lot of online attention and helped Cadbury continue to dominate with a market share of 1 in 3 eggs sold.
However, my favourite has to be Asda’s #GiantHen advert campaign promoting Asda’s 20 million Easter Eggs, which is worth a watch.
Reading this article and not a fan of chocolate or dairy/lactose intolerant…fear not. Hotel Chocolat offer a 70% dark chocolate red wine selector egg, while a company called ‘So Wrong It’s Nom’ released an egg made entirely from cheese! Looking to splash out? How about a 100kg Faberge-style egg (below), valued around £25k? There really is something for everyone!
In summary, Easter, just like Christmas and the Black Friday periods offer provide great opportunities for marketers to capture consumer’s attention, preferably activated in a personalised, location/device targeted, incentivised way.
Need help maximising your return over the Easter period and beyond? Don’t hesitate to get in touch on +44 1483 338270 or [email protected]
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