Traditionally, Retailers and their Point Of Purchase suppliers have always put a major emphasis on seasonal sales activity, so at Impulse in recent client project meetings we have noticed that more and more of our customers are claiming that seasonal sales patterns are not as variable as they used to be.
Why would this be the case?
Surely, consumer buying patterns have not changed that much and the design and implementation of strong, interactive, well designed wall, counter and floorstanding displays are still seasonally relevant?
Or has the ever growing importance of 24/7 product availability via stores and on- line led to retail stores and brand owners having to re- think their promotional in- store activity?
There is, of course, an amusing side to this situation in that helping the promotion of ski wear for clients such as Dare2 B in the middle of summer or promoting the latest lawn mower and gardening equipment for Kent & Stowe or McCulloughs in the middle of Winter does not always seem to make much sense ….. but are the latest generation of customers no longer interested in what time of the year they buy their favoured brands as long as the price/ quality is attractive enough to entice them to buy no matter the time of the year?
We think that there may well be a case for certain product groups where seasonal activity is not as variable as it used to be, for example in the leisure markets of sports and gym wear where all year round customer engagement is now the case … but how many others are there?
For example in the Fashion and Beauty market, where celebrity and TV/Film launch timings remain very seasonal (Autumn schedules, The Oscars and other Awards events timings have remained unchanged for a long time), Does the idea of all year round in store display attraction still apply or do the fashion brands that rely heavily on these launch timings still need to think seasonally?