We bring you three examples of how value retailers are finding new ways to stand out and drive sales this Christmas.
Poundland: pre-wrapped Secret Santa gifts
Poundland is trialling a 'secret santa' aisle in its Stratford store. All of the products cost £1 and are pre-wrapped, making the purchase a secret for the shopper also. The initiative is aimed at workplace secret santas, where colleagues usually buy low budget gifts for each other. Depending on its popularity, Poundland will consider rolling this out to more stores next year. The secret santa aisle is great way for suppliers to understand how Poundland aims to be inventive and fun for its shoppers; and it attributes this to its success. Read the latest Poundland results here to see how the retailer is performing.
Iceland: online exclusive '12 deals of Christmas'
Iceland is running an online exclusive promotion called '12 deals of Christmas' from Monday 10th December to Friday 21st December. A new product is put on promotion each day, with its strong value proposition being the key sales driver. Promotional mechanics vary e.g. £1 off or half price, however the offer states 'when it's gone, it's gone', encouraging online shoppers to take part in the promotion. The promotion is available with next day delivery only: a tactic to encourage shoppers to complete their transaction and spend up to £35 to qualify for free delivery.
Lidl: calling out higher priced retailers with billboard campaign
In a response to premium retailers M&S and Waitrose, Lidl has created billboard adverts to highlight its comparatively lower prices. The adverts show Waitrose and M&S-style banners overlaid with Lidl's own marketing to highlight the quality and price of several products such Christmas puddings and mince pies. This campaign to promote its Christmas products ties in with Lidl's strapline 'Big on Quality, Lidl on Price', and aims to remind shoppers that Christmas can be upgraded to quality products without over-spending. Last year Lidl was the winner at Christmas with the most growth (16%) and we expect a strong seasonal trading period this year too. Retail Analysis subscribers can read our Christmas 2018 forecast here.
Want to know more?
Retail Analysis subscribers can access our latest insight report on Christmas 2018 retail innovations here.