Dealers Revamp Holiday Marketing Strategies
CE and appliance retailers aren't letting the tinsel grow under their feet this year. The slow economic recovery has prompted earlier and more aggressive merchandising campaigns in anticipation of a holiday sales season that promises to be anything but normal.
Everyone's dialing up the promotional intensity, even high-touch specialists who are expecting their customers, usually immune to bargain hunting, to pinch pennies. Retail merchandising strategies include pinpoint marketing of target categories and system packages; use of Web sites to drive in-store traffic and penetrate broader demographics, especially younger age groups; and development of novel campaigns, along the lines of the government's Cash For Clunkers initiative.
A good case study is Nebraska Furniture Mart, the three-store Omaha-based chain. The company's holiday marketing campaigns will span a list of hot buttons as broad as its 121,000-square-foot headquarters/mega store.