12 months of Christmas
It’s Christmas and ‘tis the season for banging out emails and so amongst the work mail and penile related spam my inbox attracts are an increasing number of commercial offers from retailers I shop with regularly.
A lot of these are welcome – offering discounts on goods I often buy, from traders I respect. However there is a problem. Some offers are starting to arrive so frequently as to appear desperate and as any person being courted will tell you, the cologne of desperation is not an attractive one.
In contrast to the retailer offering hourly discounts on everything from their granny to the kitchen sink are those absent who won’t or can’t compete in the currently rampant discount market – their brand value stubbornly intact, at least until the year’s profit figures come out.
Of course it’s proving hard for retailers to steer a straight ship in these unusual trading conditions – the route is somewhere between the rocks of discounting in the short term and the hard place of not devaluing your brand over the long term.
To do this takes resource – one of the prevailing myths is that email is cheap – it isn’t, at least not to do well and it also takes long term strategic thought. Some retailers may be in the fight for Christmas but what about January, February & March? Rather than the 12 days of Christmas, retailers should be thinking in terms of the 12 months of Christmas.
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