Campaign Corner
Christmas is just around the corner and brands have started to release their Christmas campaign and commercial. Let’s see two of those campaigns:
Santa’s break. Santa takes a well-earned break in a fun holiday campaign twist. On Christmas Eve, a couple finds Santa lounging on their couch, casually munching on a KitKat Santa they’d left out for him. As the mom springs into action to remind Santa of his gift-delivering duties, the dad is struck speechless, awestruck by the iconic figure before him. Meanwhile, Santa, unfazed by the family's surprise or the sudden appearance of their kids, simply requests a milk refill.
Saving Christmas. Kevin the Carrot is back in Aldi’s new commercial to save Christmas in a daring festive adventure. This year, the beloved mascot takes on a thrilling mission to restore the holiday spirit after humbug villains steal it away in a black-and-white van. Answering Santa’s call, Kevin transforms into a top agent, teaming up with his wife Katie to outsmart the devious Dr. Humbug. Armed with clever disguises and a gadget-packed case, the duo navigates traps and dodges danger in their quest to reclaim Christmas cheer. Packed with action, humor, and holiday charm, Kevin's latest tale is a heroic delight.
What happened in Retail tech?
In-store audio tech. In-store audio is emerging as an accessible and cost-effective retail media solution, particularly for smaller grocers lacking advanced infrastructure like digital screens. Platforms like Qsic integrate audio into existing PA systems, enabling supermarkets to deliver targeted ads that align with shopper demand patterns, such as promoting coffee during morning hours. While effective on its own, in-store audio can enhance shopper recall and engagement when paired with digital signage, offering regional retailers a localized and personalized marketing advantage.
Digital screens. Redner's Markets has partnered with Grocery TV to enhance its in-store retail experience with digital screens at key locations like entrances and checkouts. Using Grocery TV's Content Management System, Redner's will deliver tailored promotions for services like curbside pickup and its HealthCents nutrition program while generating additional revenue through brand advertising. This collaboration modernizes Redner’s stores and integrates them into Grocery TV's growing national network, which now includes over 5,000 locations.
What experts say…
Shorter holiday season. This year’s shortened holiday season, with only 27 days between Thanksgiving and Christmas, is driving earlier shopping, promotions, and increased logistical challenges. Retailers are launching sales earlier, adjusting strategies to handle higher shipping demands, and focusing on maximizing each day to meet consumer expectations for convenience and speed. Here’s what Neil Saunders mentioned on the topic:
Inventory tracking. Costco is testing a "search warehouse inventory" feature in its app, allowing select customers to check product availability at local stores. While this tool could enhance convenience and transparency, it raises questions about whether it aligns with Costco's "treasure hunt" shopping appeal, where unexpected discoveries drive sales, and if it might inadvertently reduce spontaneous in-store purchases. This is what Perry Kramer mentioned on the topic:
Statistic of the week
The average private brand penetration in food is about 22% in the U.S.
Private-label grocery brands like Trader Joe's, H-E-B, and Costco's Kirkland Signature are winning consumer loyalty with strong value, quality, and unique branding, according to a Bain & Company report. While U.S. private label food penetration averages 22%, it trails the 30%-35% levels seen in Europe, highlighting significant growth potential for U.S. grocers. As 80% of consumers plan to reduce spending this holiday season, private labels offer a cost-effective way for supermarkets to drive customer loyalty and capture a larger share of wallet.
In other news…
Thanksgiving offers. Grocers are offering steep Thanksgiving meal discounts this year to attract inflation-conscious shoppers, with many meals priced at $5 or less per person. Deals include discounted turkey prices, such as Lidl’s 39 cents per pound and Target’s 79 cents per pound, along with free turkey offers tied to loyalty programs or spending thresholds. Walmart extends its "inflation-free" promotion through December, while other retailers focus on competitive pricing and value-packed holiday deals.
Holiday shopping experience. Retailers are investing in holiday marketing but often fall short in enhancing in-store experiences, which discourages shoppers. Common missteps include inadequate staffing, reliance on locked cases, and underwhelming self-checkout options, all of which frustrate customers and reduce engagement. To thrive, experts emphasize prioritizing personalized service, curated merchandising, and seamless shopping experiences to leverage the advantages of brick-and-mortar stores over online competitors.
