It’s no secret that Christmas is a very valuable time for retailers. With presents needed for family and friends; mouths needing to be fed copious amounts of food throughout December; and houses needing to be transformed into festive paradises, there’s a lot of stuff that needs buying in the run up to the holidays. And with all the good cheer that’s going around, and Christmas bonuses a mainstay of many jobs, people are freer than usual with their spending.
Last year, Gartner forecast that by 2020, the world will be spending almost $3 trillion on connected devices. The battle to win the most significant share of this money, is already well under way.
Consumer sentiment changes every hour of every day. Knowing what customers are thinking is the key to making good decisions for your brand. Here are the top stories affecting consumers this week. Keeping your finger on the pulse, made easy.
Are well-trodden paths necessarily the best routes?
The team behind Halo Top—a low calorie ice-cream startup—have had a very welcome surge in popularity recently. They are stocked in Morrisons, Sainsbury’s, Asda, Tesco, and by Ocado, and they sell one pint of ice cream every nine minutes. It’s not always been this way though: in 2014 and 2015 they were “hanging by a thread” says their COO, Douglas Bouton. Their sea change in fortunes came when they ditched the usual marketing strategies—in-store free samples, and trade show demos—and went digital. Bouton explained that Facebook and Instagram have been crucial because of the targeting they allow. They used small-scale influencers—normal people who were interested in health and fitness and had about 1000 followers.