Value-Driven Brand Tactics to Win the Holiday Season
As consumers prepare to shop and celebrate this holiday season, value has taken center stage in today’s inflationary environment. In our 2022 holiday webinar, Quotient’s Regional Vice President, Promotions Commercial Leader Paul Koop and Regional Vice President, Food and Beverage Chris Frericks shared actionable insights brands can use to engage value-seeking consumers this season and beyond. Keep reading to learn the top takeaways from the webinar or watch the recording below.
Inflation Changes Consumer Behaviors
As Covid transitions from pandemic to endemic, Americans are expected to resume traditional holiday celebrations in 2022. But the latest challenge—higher prices caused by rising inflation—presents a significant challenge for holiday shoppers and has prompted their renewed focus on finding value.
“What consumers are telling us is that value matters. Eighty percent of consumers are saying their habits are changing as inflation persists.”
According to Coupons in the News, two out of three shoppers feel nervous about inflation. This creates an opportunity for brands to reach these consumers through value-based messages and targeted digital promotions.
Tactics to Reach Value-Focused Holiday Shoppers
For brands to reach consumers seeking value, they’ll need to focus more on promotions than during the past two years. When brands do employ savings tactics, it’s crucial that they communicate the value they’re offering.
“Think about how to incorporate value into your existing messaging. Whether you're communicating value through your advertising or your packaging, you have to find a way to drum up value over more passive calls to action.”
Using value-based calls to action can help brands prompt consumers to take advantage of promotions this holiday season. Brands can also use targeted promotions for specific consumers to encourage them to stay loyal instead of trading down to a different brand or private label.
Ready to plan an effective holiday campaign that delivers the value consumers are seeking? Contact us today at hello@quotient.com to get started.
