UK retailers must prepare for peak periods to drive sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 25, 2022, 10:38 AM GMT+0

Non-food online sales in the UK grew by 24% in December 2021, compared to 2019, according to Retail Week.

The report identifies UK trends and behaviours that will persist, and steps retailers could take to meet the changing consumer behaviour. With inflation and the general cost of living increasing, retailers should be prudent in their marketing to avoid alienating “financially pressured customers.”

Retailers will need to modify products, formats, and channel strategies to boost online sales, as more Britons work from home. With factors like Brexit, COVID-19, and supply shortages disrupting sales, retailers must be prepared and build flexible operations.

Preparing operations and messaging for the peak periods like the holiday season, can help retailers prevent supply chain issues. Tailored campaigns with shared themes across channels and communicating with customers about future deals can drive retail sales.

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