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Cautious spending. Slower offtakes from retail shelves. Malls high on crowds entering but low on shopping bags while exiting. Not the signs of a typical festive season. However this season is anything but typical. With inflation and economy taking a toll on everyone, these are tough times not just for consumers but also for brands.
What used to be a sure-shot windfall time for companies, has now become complex and uncertain. While we continue to see the usual marketing gimmicks of huge discounts, assured gifts and exchange offers on display, there is serious doubt among marketers if these will translate into the required number of sales.
But all is not lost. What brands need to realize is that they will have to play by a different rulebook this time. A rulebook that no longer allows them to use the same old tactics, but requires them to work much harder and probe a lot deeper.