Retailers this year have taken a new holiday ad strategy. With 2017’s Cyber Monday being the largest online sales day in history, big chain retailers have had to change how they attract customers into their physical stores. They’re straying from the traditional, heart wrenching, tear jerking, story telling method and targeting returning and repeating customers by advertising exclusive deals.
The strategy is simple: they don’t sell products. They’re selling lifestyles, loyalty programs, and low prices. Companies like Toys R Us, Kohls, and JCPenney have all followed this strategy for their holiday ads and it’s all for one purpose; to compete against the common enemy, Amazon. With this year’s Cyber Monday being such a huge success, brick & mortar is constantly trying to upsell the in-store experience from big blowout sales to loyalty programs and, the one thing you can’t get online, true customer interactions. But it is tough to beat the convenience of shopping wherever you are vs having to take time to drive to the store, find parking, find the item, wait in line to pay, and then drive home.
And if it’s the holiday season, very little people are willing to go through all that trouble for a couple of items.