Supermarket Marketing Trends Highlighted in New Christmas Scorecard [Benchmark Report]

Retail marketers all over the world are reflecting on the successes of their festive campaigns. As the busiest period in the calendar year, this peak season is make or break for many retailers, so being at the cutting edge of email design and cross-channel strategy is especially important.

More retailers are engaging customers with impressive digital tactics, but which elements take campaigns from good to great?

It was this question that inspired Oracle Marketing Cloud to launch our first Christmas Scorecard, an analysis focused on reflecting how effectively UK supermarkets delivered their cross-channel seasonal marketing campaigns during November – December 2014.

We picked supermarkets for our analysis, as these retailers operate in one of the most competitive fields for consumer spend. Our team of expert modern marketers have “wrapped up” a selection of curated festive communications from supermarkets including Tesco’s, Waitrose, Morrisons, Sainsbury’s, Lidl, and Aldi, benchmarking them against the highest standards of creative marketing excellence.

The pages of our Christmas Scorecard contain examples of digital marketing achievements that extend beyond the email channel, highlighting distinctive work across mobile and social. With a focus on innovative execution, smart content, and mobile awareness, our informal analysis highlights which retailers have achieved the highest level of marketing accomplishment and provides a glimpse into the future of retail marketing.

Looking at the highs and lows of digital marketing in Christmas 2014, we have identified four key areas supermarkets will need to prioritise this year in order to captivate customers:

  • Personalisation – vital to connecting with subscribers one-to-one
  • Triggered email and social notifications – critical in reaching customers when they’re most receptive
  • Responsive mobile design – a must as more consumers read email on smartphones
  • Cross-channel integration – now expected by even unsophisticated shoppers

Follow this link to read our full report. We hope that it inspires you to take a look at your current programme and find an opportunity to try something new. Our panel of marketing experts is excited to see what next year has in store as retailers develop their campaigns and display truly integrated marketing communications in 2015.​


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