The peak retail period of October to December (aka The Golden Quarter) isn’t far away and this year it’s going to be an interesting one. Following the “lockdown” disruption, 2020’s peak is going to be a vital sales opportunity for many brands.
But how can marketers plan ahead when a global pandemic has turned everything upside down? How are consumers going to behave? Will they be in buying mode? Or will the impact of lockdown dampen demand as we’ve seen earlier in the year? Will there be a second wave and what will this mean?
Much of this depends on the course of the virus and we’re not going to attempt to predict that! But amongst the uncertainty, there are things we can still rely on: Christmas is still Christmas; people will still want to buy; and there will be pent up demand and a hunger for deals - all of which will open opportunities for your brand.
With lockdown accelerating online behaviours there is one thing that is certain; digital is going to be an enormous part of the mix for all advertisers.
Brands need to make sure they have the right mix of channels with a solid foundation in search, affiliates and user experience to capture demand, alongside upper funnel activity such as display and social to help create it. But it’s not just about having the channels in place: success will also be about building the agility to adapt to conditions as they unfold – a must in this uncertain environment.
So whether it’s scenario planning, solidifying your technology and tracking foundations, assessing your SEO trajectory, or reviewing your website to ensure your UX is up to scratch, it's time to start getting ready.
Download the guide
In this guide to The Golden Quarter, we share 6 key principles to help you create competitive advantage, along with tips from our strategy and digital channel specialists to help you prepare for the most significant quarter of trading we’ll experience for some time.
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