Valentine’s Day 2021: in-store activation

Date : 22 February 2021

Sabira Habib

Retail Analyst

In our report on Valentine’s Day 2021, we highlight five key themes from the event and explore best-in class retail execution from the UK and beyond. In this article we round up some of our favourite examples of in-store execution from the UK and Canada.

M&S: creating an immersive in-store experience

Marks & Spencer created a vibrant, love-themed vibe in-store. Its standalone fixtures displayed Valentine’s Day merchandise and flowers to help create theatre and capture shoppers’ attention as soon as they entered stores. Using bright colours on displays and tags further helped drive attention to products linked to the event.

Source: IGD Research

Sainsbury’s: showcasing traditional gifting options

Sainsbury’s used large heart-shaped celling signage to make it easier for shoppers to locate the seasonal aisle featuring Valentine’s Day products. It used gondola ends to showcase its meal deal for two products with the price and what is included in the deal clearly communicated to shoppers.

Source: IGD Research

Walmart Canada: emphasising value

Walmart attracted savvy shoppers with its clear value for money promotion on its Valentine’s Day products. Using standalone displays with bold signage at the top of the fixtures to inform shoppers of low prices. It also showcased products that can be enjoyed at-home, such as Choclate fondue fountains, which were all offered at great value.

Source: IGD Research

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