Eastern period: the right time to boost your campaign outside

1. Eastern period
The right time to boost your campaign outside

2. April is traditionally the Eastern
period month
 Easter holiday 2016
 March 28 – April 10
 Easter holiday 2017
 April 3 – April 17
 Easter holiday 2018
 April 2 – April 15
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3. The power of springtime
 Days are becoming longer and sunnier,
people start to go outside more again
 Sunlight makes you spend more money:
 Researchers found that exposure to sunlight is
associated with higher levels of spending
 Being outside improves memory and
openness to new information:
 Researchers found that people who spent at
least 30 minutes outside during periods of
pleasant weather reported improved mood,
memory, and openness to new information and
creative thoughts.
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Source: psychologytoday.com

4. Traffic volumes are higher
Traffic Volumes in Belgium in April are higher than the yearly average, people
are more outside
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Source: BeMobile – Results based on a combination of loop detector data and floating car data in 2015 and 2016
100
103
Yearly average
April
Indices towards the yearly average

5. Consumption remains stable
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Source: Carrefour data 2017 – Based on data of Carrefour Loyalty Card holders (75% of all customers)
100
100
Yearly average
April
Number of baskets at Carrefour hyper/market in April are stable, people are
buying the same volumes as usual.
Indices towards the yearly average

6. Specific product needs
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Source: Carrefour data 2017 – Based on data of Carrefour Loyalty Card holders (75% of all customers)
100
160
113
106
106
year average
Garden equipement
Candy
Aperitif snacks
Cheese
Although average consumption remains stable, there are differences between
product categories. Especially the sales of garden equipment is peaking in
April. Aperitif related food is also increasing and Easter has an influence on
sales of chocolates and candy.
Indices towards the yearly average of the product category

7. Business as usual
7
100
85
40
Avg Jun-Sep
Holiday abroad
Holiday in Belgium
Source: Statbel.fgov.be – Travel research – number of overnight stays 2016
The number of overnight stays in Belgium and abroad in April are lower than the
average of June to September, people are not on holiday in this period.
Index April towards the average Jun-Sep

8. Thank you
JCDecaux Belgium
Allée Verte 50, 1000 Bruxelles
Groendreef 50, 1000 Brussel
Belgium
info@jcdecaux.be
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