Caroline Leksell is Retail Lead at Google EMEA. Rasmus Kragh, Retail Lead for the Nordics and Benelux region, provides local insights to illustrate Leksell’s perspective.
If there’s one thing we’ve learned in the last year it’s that plans tend to change, a lot. Marketers and retailers alike have had to revisit not just campaigns, but entire strategies — and that lesson in agility is one we’ll all be holding onto as we move forward.
In a time when consumer expectations, habits, and purchasing behaviour are constantly shifting, paying attention to seasonal moments can help retailers find a structure that is both reliable and set up for success. That's why we've been sharing seasonal insights from across the Nordics and Benelux throughout the year. Utilise these to guide your approach, prioritise your next steps, and create a marketing strategy that meets your evolving business needs. Next up: Back to School.
4 last-minute tips to optimise your Back to School campaigns
- Use automated solutions to optimise your ad campaigns. This will help you reach the right people at the right time without having to make manual adjustments.
- Pay attention to the optimization score of your Google Ads account to ensure it is set to perform optimally.
- Running video campaigns? Catch people’s attention by adding sitelinks to seasonal landing pages such as those focusing on Back to School offers. This will help you drive more relevant traffic and increase conversions.
- Use Discovery campaigns to reach people browsing for new products and services during this time of year, from seasonal fashion trends to school and office supplies.
What else should retailers keep in mind this year?
Understand your existing customers and find new ones
It’s important that customers know you are there for them, even in difficult circumstances. Make sure to stay updated on local market conditions and tune in to the challenges your customers face. Full-funnel audience solutions can identify shoppers with high purchase intent for each of the moments in our seasonal retail calendar. Optimise this information and expand your customer base by reaching undecided shoppers who are searching for products like yours.
Tell your brand story and plan accordingly
Whether you’re a small local business or a multi-channel retailer, it’s important to create real value to stand out during key seasonal moments. As consumers are turning online to do their research, video is becoming more important to drive brand awareness. Connect and inspire through excellent creatives, combined with robust demographic and affinity audience strategies. You can capture demand in the weeks and months leading up to the moment by identifying rising searches on Google Trends. And be ready to adjust your plans on a weekly basis as you assess the shifts in consumer behaviour patterns.
Listen intentently and be flexible
As the current situation evolves, it‘s vital to monitor campaign performance and continually reassess the context and tone of your marketing messages. Be prepared to reinvent your offering for certain moments and adapt to the times to keep customers on your website. Remaining flexible is key in these changing times, to stay connected with customers and support their specific needs during each of these important seasonal moments for retail.
We’ll update this 2021 retail marketing calendar with the latest seasonal moments throughout the year. Want to see the full 2020 edition? Save or download below: