The holiday season has long been equal parts joyful and stressful, but global events have exasperated this dynamic. After 2020 prevented many from seeing their loved ones, we have all learned to appreciate gathering together when it’s possible even more. But the impact of the pandemic poses new stressors for consumers like rising inflation, supply chain issues, shipping delays, and more.
For brands, it’s no longer just about providing products that consumers want to give friends and family. You must meet consumers where they are amidst all these obstacles. One thing we know to be true is that shoppers will be making purchases online and in stores this year, and they want a seamless experience between the two. Welcome to the new era of hybrid shopping.
After two years of uncertainty, the retail industry landed on hybrid shopping as the solution to provide flexibility for health differences, preference for convenience, and optimum timing. While in-store placement is best for visibility, elevating direct-to-consumer strategies provides a huge gain from a first-party-data standpoint, allowing brands to own the interaction and the experience, rather than relying solely on retail partners. Not to mention, only focusing on in-store experiences can limit growth and impact the bottom line.
As you begin planning for the holiday season, keep these two things in mind.
As we mentioned, tightening up your logistics and embracing total commerce are just the start for brands who want to be competitive this holiday season. If you want to differentiate yourself from the competition, here are a couple of ideas to run with and make your own.
And this is all just scratching the surface for what your brand can do to create hybrid shopping experiences this holiday season. For more ideas to blend your physical and digital stores, download our 2022 Holiday Preparation Playbook and get connected with the full-service Merkle team to establish a cohesive, cross-channel strategy for the holidays.