The Christmas season is the most emotional and, at the same time, the strongest sales period of the year. But to make it a success, it takes more than atmospheric shop windows and sparkling fairy lights. It takes planning and the desire to engage customers with all their senses.
The basis for a successful Christmas season is early planning. We all know how quickly the festive season is upon us. When placing your current order, it is worth talking to brands about product images, Christmas drops, decorations or pop-ups. Partner companies that offer seasonal NOS (never out of stock) items and a strong replenishment system are particularly valuable. This keeps the range attractive and up to date without making the shop look cluttered.
The team plays a key role during this time. Involving your employees early on promotes motivation and cohesion. For example, this year they can contribute more of their own ideas and help shape the business. It is important to clarify responsibilities in good time and plan staffing so that everyone can cope well with the busy weeks ahead. Customer loyalty training helps to raise awareness of the importance of personal contact – not in the sense of upselling, but in the sense of genuine, warm connections. After all, only those who are in a good mood themselves can authentically convey this to customers. Mutual appreciation is more important than ever in these times.
Services that inspire
Excellent service makes shopping unforgettable. This includes, for example, carrying bags to the car, organizing a taxi or offering a drink. Such small gestures exceed customers’ expectations and create positive memories. Omnichannel strategies are no longer optional, but a matter of course. Customers expect seamless transitions between online and offline. They want to have goods delivered to their homes, be offered orders from other branches and make returns without complications. Online must be experienced offline without waiting times and without compromises.
Remember that, especially with higher-priced product ranges, customers today expect companies to act in a sustainable and socially responsible manner. This is no longer a special feature, but a basic requirement. Transparency and honesty are crucial for strengthening trust.
Arouse emotions and increase the desire to buy
We live in a time of upheaval, and people long for warmth, security and little breaks from everyday life. This is where brick-and-mortar retailers can play to their strengths, especially during the Christmas season: lovely decorations, familiar scents such as cinnamon, the gentle sounds of Christmas music and atmospheric shop windows. All of this can evoke fond memories and a feeling of well-being in customers. Personal gestures such as handwritten holiday greetings, a homemade cinnamon star or a photo of the team with the message ‘We look forward to seeing you!’ remain in the memory and make all the difference.
Personally, I am already looking forward to the lights on Zurich’s Bahnhofstrasse, the smell of gingerbread, mulled wine at the Christmas market and old Christmas carols that bring back memories of the past. My personal tip: don’t just play ‘Jingle Bells’ and ‘Last Christmas’, but also ‘Silent Night’ or ‘Leise rieselt der Schnee’ (Softly Falls the Snow). Preferably with real musicians instead of from a speaker. Music that touches the heart stays with you. Just like the magical moments you create for your customers.
Now is the right time to prepare for Christmas. Fancy a brainstorming session? I’d be happy to help.