How will brands win at retail this Christmas? According to Matt Botham, Strategic Insight Director at Kantar, Christmas has a degree of protection against the effects of a recession.
In the midst of the 2008 financial crisis, ‘we didn’t pull back too much’, with ‘spend about 11% higher than the preceding three months – a lower uplift than some years, but not the lowest’. Marks & Spencer research shows that 15% of consumers plan to start shopping early this year.
Fresh from a project helping our long-term client Fortnum & Mason to optimise its environment before the shopping starts in earnest, we dive into the detail of design that helps retailers to deliver for customers and make every penny and pound count during this critical trading period: