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© Kantar Retail 2016
Lunar New Year 2016:
The (Retail) Flames Behind the Fire Monkey
March 2016
Kantar Retail Research Team
© Kantar Retail 2016
Copyright © 2016 Kantar Retail. All Rights Reserved.
501 Boylston St., Suite 6101, Boston, MA 02116
T...
© Kantar Retail 2016
Lunar New Year has widespread appeal across a variety of
audiences, providing key opportunities for r...
© Kantar Retail 2016
Historically … Today …
4
‒ Based on the ancient Chinese lunar-solar
calendar, the new year begins on ...
© Kantar Retail 2016
5
Lunar New Year Holds Increasingly Powerful Global Appeal
Ringing in the Year of the Monkey outside ...
© Kantar Retail 2016
6
Implications and Considerations for 2017 Planning
Source: Kantar Retail research and analysis
© Kan...
© Kantar Retail 2016© Kantar Retail 2016
7
Align With the Spirit of Gifting
© Kantar Retail 2016
8
Gift Packs at Retail Support the Substantial Gift-Giving
Culture Behind Lunar New Year
Source: Kant...
© Kantar Retail 2016
Well-Executed Gift Packs Also Drive a More Festive
In-Store Environment
Source: Kantar Retail store v...
© Kantar Retail 2016
10
Gift Cards Can Serve a Similar Function
Starbucks commemorates the New Year with a Special Edition...
© Kantar Retail 2016
11
Gifting Resonates Particularly Well in Luxury
Monica Vinader promotes exclusive fortune pendant an...
© Kantar Retail 2016
12
Prestige HBA Brands Offer Unique Seasonal Sets
Shoppers Drug Mart supports the New Year in stores ...
© Kantar Retail 2016
13
Godiva Offers Limited-Edition Lunar New Year
Collection and $10 Reward Cards Online and In Store
S...
© Kantar Retail 2016© Kantar Retail 2016
14
Drive Value Through Targeted Discounts
© Kantar Retail 2016
15
Heavy Emphasis on Special Lunar New Year Pricing
In China, Particularly at Walmart
Source: Kantar ...
© Kantar Retail 2016
16
UK Retailers Align Discounted Pricing with “New Year”
Shelf Tags and Special Promotions
Source: Ka...
© Kantar Retail 2016
17
Lidl Builds Lunar New Year into the Product
Catalogue and Range
Source: Kantar Retail store visits...
© Kantar Retail 2016
18
Uniqlo Innovates Prices With “Lucky” Numeric Schemes
Like $8 Discounts
Source: Kantar Retail analy...
© Kantar Retail 2016
19
Similarly, Shop.ca Touts $8.88 Off Purchases of $100+
Source: Kantar Retail research and analysis;...
© Kantar Retail 2016
20
Dubai Mall Integrates In-Store Offers Through
Its Online Platform
Source: Kantar Retail analysis, ...
© Kantar Retail 2016
21
Alongside Game Day and Valentine’s Promotions,
Loblaws Offers New Year Savings and Solutions
Sourc...
© Kantar Retail 2016© Kantar Retail 2016
22
Build Lunar New Year Into Product Innovation
© Kantar Retail 2016
23
Suppliers Commemorate the New Year in China
With Exclusive and Eye-Catching Packaging
Source: Kant...
© Kantar Retail 2016
Unique and Innovative New Year’s Pallets and
Displays at CP Lotus
Source: Kantar Retail store visits ...
© Kantar Retail 2016
25
Apple and H&M Use Lunar New Year to Launch Exclusives
Source: Kantar Retail analysis, Internationa...
© Kantar Retail 2016
26
Vans and Adidas Generate Strong Excitement Leading Up
to New Year Launches
Source: Kantar Retail a...
© Kantar Retail 2016
27
Chinese New Year Reigns Prominently in Fashion
Source: Kantar Retail analysis, Nordstrom.com, Elle...
© Kantar Retail 2016© Kantar Retail 2016
28
Create an Experience
© Kantar Retail 2016
29
In China, Eye-Catching Displays Excited and Engaged
Source: Kantar Retail store visits and analysi...
© Kantar Retail 2016
30
Lucky Draws Further Add Excitement
Source: Kantar Retail store visits and analysis
Carrefour China...
© Kantar Retail 2016
31
Pepsi Goes Viral, Aligns Chinese Campaign to Several
In-Store Initiatives for This Key Holiday
Sou...
© Kantar Retail 2016
32
Tesco and Walmart Drive Excitement With Displays
In Fresh — an Important Holiday Focus Area
Source...
© Kantar Retail 2016© Kantar Retail 2016
33
Better Yet, Provide a Culturally Immersive Experience
© Kantar Retail 2016
34
‒ Flowers are a symbol of Lunar
New Year. Here, this wall of
flowers provides shoppers with a
back...
© Kantar Retail 2016
35
From Retailers to Malls, Key Shopping Destinations
Turn to Traditional Activities to Engage, Educa...
© Kantar Retail 2016
36
‒ Dubai Mall is just one of many malls in
the UAE that relies on a substantial
Chinese shopping an...
© Kantar Retail 2016
37
Food Represents a Particularly Strong Opportunity for
Cultural Integration With the Holiday
Source...
© Kantar Retail 2016© Kantar Retail 2016
38
Shout It Out: Drive Visibility Throughout the Store
© Kantar Retail 2016
39
Key Retailers and Malls Go Big in New Year Branding
Source: Kantar Retail store visits and analysi...
© Kantar Retail 2016
40
Some Focus on Festivity While Others Focus on Price
Source: Kantar Retail store visits and analysi...
© Kantar Retail 2016
41
CP Lotus Adjusts Operating Hours, Incorporates
Messaging on the Physical Ground
Source: Kantar Ret...
© Kantar Retail 2016
42
Carrefour Does Not Shy Away From Explosive
Lunar New Year Messaging and Imagery
Source: Kantar Ret...
© Kantar Retail 2016
43
Macy’s in New York City Gets On Board
With the New Year in a Big Way
Source: Kantar Retail store v...
© Kantar Retail 2016
44
Auchan Promotes Across Categories
Source: Kantar Retail store visits and analysis, International B...
© Kantar Retail 2016© Kantar Retail 2016
45
Drive Online and Social Media Penetration
© Kantar Retail 2016
46
Retailers Like Shop.ca and Shoppers Drug Mart
Celebrate the Year of the Monkey Online
Source: Kant...
© Kantar Retail 2016
47
Coach Takes Its New Year Message Online
With Item Curation and a Fun Behind-the-Scenes Film
Source...
© Kantar Retail 2016
48
Amazon Offers a Series of Free Chinese New Year
Video Shorts
Source: Amazon.com
© Kantar Retail 2016
49
‒ On trend, Origins promotes a printable Lunar
New Year coloring sheet.
‒ It encourages followers ...
© Kantar Retail 2016
50
Emphasizing Education and Experience,
Mall of the Emirates Uses Twitter to Spotlight the New Year
...
© Kantar Retail 2016
51
Snapchat Marks the Holiday With Customized Filters
Source: Kantar Retail analysis, Snapchat
This t...
© Kantar Retail 2016
For further information please refer to
KantarRetailiQ.com
Contact:
Sara Al-Tukhaim
Director
T: +1 (6...
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  1. 1. © Kantar Retail 2016 Lunar New Year 2016: The (Retail) Flames Behind the Fire Monkey March 2016 Kantar Retail Research Team
  2. 2. © Kantar Retail 2016 Copyright © 2016 Kantar Retail. All Rights Reserved. 501 Boylston St., Suite 6101, Boston, MA 02116 T: +1 (617) 912 2828 howard.zimmerman@kantarretail.com No part of this material may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photography, recording, or any information storage and retrieval system now known or to be invented, without the express written permission of Kantar Retail. The printing of any copies for backup is also strictly prohibited. Disclaimers The analyses and conclusions presented in this seminar represent the opinions of Kantar Retail. The views expressed do not necessarily reflect the views of the management of the retailer(s) under discussion. This seminar is not endorsed or otherwise supported by the management of any of the companies covered during the course of the workshop or within the following slides.
  3. 3. © Kantar Retail 2016 Lunar New Year has widespread appeal across a variety of audiences, providing key opportunities for retailers and suppliers to drive excitement and innovation and boost traffic and ticket. Despite the growing relevance of Lunar New Year globally, it remains a largely underleveraged season outside its traditional markets. Retailers and suppliers missed particularly strong opportunities at the start of Lunar New Year 2016 to improve localization, speak to an increasingly culturally curious generation, and potentially innovate with tie-ins to the Super Bowl in the U.S. An analysis of the global phenomenon revealed several best practices that retailers and suppliers can leverage in the future to capitalize on the holiday in North America and beyond. 3 Executive Summary: Lunar New Year Source: Kantar Retail research and analysis This rapidly growing global retail phenomenon is ripe for retail alignment
  4. 4. © Kantar Retail 2016 Historically … Today … 4 ‒ Based on the ancient Chinese lunar-solar calendar, the new year begins on the second new moon after the winter solstice. ‒ This traditionally family-centric holiday honors ancestors and deities. Observers engage in feasts and activities to bring good luck in the new year and long life. ‒ Elders give red envelopes (hong bao) containing money or small chocolate coins to younger people; gifts are exchanged. ‒ Variations of the holiday are celebrated throughout Asia in countries that use the Chinese calendar. A Primer: What Is Lunar New Year and How Big Is It? Source: Kantar Retail research and analysis, History.com, The Toronto Star, The Drum Bottom line: The Lunar New Year is currently celebrated by approximately one-sixth of the world’s population (over 1 billion people and growing), both in Asia and around the world. ‒ The most important social and economic holiday in China and increasingly beyond is referred to as “Spring Festival.”  Includes a week-long vacation so people can travel home to be with family  Celebrated as a public holiday in many southeast Asian countries ‒ Most historical traditions remain part of the celebrations and drive engagement. ‒ The holiday is a major travel period and retail traffic driver, with Chinese travelers alone making an estimated 2.9 billion trips. ‒ Gift giving, red and gold, and numbers with eight (for luck) are key to seasonal alignment.
  5. 5. © Kantar Retail 2016 5 Lunar New Year Holds Increasingly Powerful Global Appeal Ringing in the Year of the Monkey outside Asia Source: Kantar Retail research and analysis, SF Gate, International Business Times, NBC News, City of Sydney San Francisco Largest Chinese New Year celebration outside Asia London Largest Lunar New Year festival in Europe Sydney More than 1 million attended Sydney’s Chinese New Year festival in 2016 New York City Lunar New Year made a public school holiday in 2015 by Mayor de Blasio
  6. 6. © Kantar Retail 2016 6 Implications and Considerations for 2017 Planning Source: Kantar Retail research and analysis © Kantar Retail 2016 Missed Opportunities ‒ Tying in overlapping occasion(s). With the start of the New Year directly coinciding with the Super Bowl in the United States this year, this major occasion was largely overlooked — especially in grocery. ‒ Looking beyond typical cohorts. Chinese are not the only consumers who celebrate this holiday, which provides a key platform to appeal more broadly to culturally curious and experience-seeking shoppers. ‒ Appealing to Chinese travelers. As important as it is to enhance local connections to this holiday, do not underestimate how much of a travel frenzy the New Year is for its observers, particularly the more affluent ones. Best Practices of the Season ‒ Align with the spirit of gifting. Compelling gift packs and bonus items stand out to New Year’s shoppers and drive a more festive environment. ‒ Drive value through targeted discounts. Holidays typically benefit from promotions, but the New Year offers unique opportunities to discount according to the lucky numbers associated with it. ‒ Build Lunar New Year into product innovation. The best suppliers this season used the New Year to build demand and excitement for well-planned item launches and exclusives. ‒ Create an experience, especially a culturally immersive one. Link to cultural traditions to speak to observers of the holiday and to educate nonobservers. Local cultural centers can be key partners. ‒ Shout it out. Drive visibility throughout the store and online, creating experiences and incentives that support social media advocacy.
  7. 7. © Kantar Retail 2016© Kantar Retail 2016 7 Align With the Spirit of Gifting
  8. 8. © Kantar Retail 2016 8 Gift Packs at Retail Support the Substantial Gift-Giving Culture Behind Lunar New Year Source: Kantar Retail store visits and analysis Auchan displays Danisa cookies and gift packs. RT-Mart displays Danisa cookies with bonus coffee.
  9. 9. © Kantar Retail 2016 Well-Executed Gift Packs Also Drive a More Festive In-Store Environment Source: Kantar Retail store visits and analysis In a convenient gift bag at Tesco, this pack of Chinese porridge with mixed cereals and grains includes two bonus cans of porridge. 9
  10. 10. © Kantar Retail 2016 10 Gift Cards Can Serve a Similar Function Starbucks commemorates the New Year with a Special Edition card Source: Kantar Retail analysis , Starbucks
  11. 11. © Kantar Retail 2016 11 Gifting Resonates Particularly Well in Luxury Monica Vinader promotes exclusive fortune pendant and friendship bracelet in Mall of the Emirates Source: Kantar Retail store visits and analysis
  12. 12. © Kantar Retail 2016 12 Prestige HBA Brands Offer Unique Seasonal Sets Shoppers Drug Mart supports the New Year in stores and online Source: Kantar Retail research and analysis; retailer website
  13. 13. © Kantar Retail 2016 13 Godiva Offers Limited-Edition Lunar New Year Collection and $10 Reward Cards Online and In Store Source: Godiva, Kantar Retail analysis; retailer website Available in select boutiques throughout North America Year of the Monkey chocolates infused with variety of teas
  14. 14. © Kantar Retail 2016© Kantar Retail 2016 14 Drive Value Through Targeted Discounts
  15. 15. © Kantar Retail 2016 15 Heavy Emphasis on Special Lunar New Year Pricing In China, Particularly at Walmart Source: Kantar Retail store visits and analysis Multiple gift packs on discount at RT-Mart Major focus on price promotions at Walmart
  16. 16. © Kantar Retail 2016 16 UK Retailers Align Discounted Pricing with “New Year” Shelf Tags and Special Promotions Source: Kantar Retail store visits and analysis Waitrose also flags items with “Perfect for New Year” tag
  17. 17. © Kantar Retail 2016 17 Lidl Builds Lunar New Year into the Product Catalogue and Range Source: Kantar Retail store visits and analysis Lidl Romania catalogue Lidl UK chinese range
  18. 18. © Kantar Retail 2016 18 Uniqlo Innovates Prices With “Lucky” Numeric Schemes Like $8 Discounts Source: Kantar Retail analysis, Uniqlo Promotions available in select locations, likely aligned to local demographics Special promotions extend to website too
  19. 19. © Kantar Retail 2016 19 Similarly, Shop.ca Touts $8.88 Off Purchases of $100+ Source: Kantar Retail research and analysis; Shop.ca
  20. 20. © Kantar Retail 2016 20 Dubai Mall Integrates In-Store Offers Through Its Online Platform Source: Kantar Retail analysis, Dubai Mall AED300 voucher when you spend AED3,000 Exclusive CNY collection and AED200 voucher on AED988 spend L’Occitane celebrates CNY with an exclusive gift
  21. 21. © Kantar Retail 2016 21 Alongside Game Day and Valentine’s Promotions, Loblaws Offers New Year Savings and Solutions Source: Loblaws, MarketTrack (Feb. 5, 2016, promotions) Recipe integrated into promotion Deals span categories P&G links coupons to the season In addition to stocking up on hot pot meats, dumplings, and specialized candies, Loblaws also rounded prices on select products connected to Lunar New Year to end in the number eight.
  22. 22. © Kantar Retail 2016© Kantar Retail 2016 22 Build Lunar New Year Into Product Innovation
  23. 23. © Kantar Retail 2016 23 Suppliers Commemorate the New Year in China With Exclusive and Eye-Catching Packaging Source: Kantar Retail store visits and analysis Carrefour offers an exclusive Kinder pack with monkey. CP Lotus touts unique Ferrero pack. New Year’s Eve dinner Going home Promise With parents Customized packs of skin moisturizer at Walmart let shoppers choose messages that speak most to their New Year plans.
  24. 24. © Kantar Retail 2016 Unique and Innovative New Year’s Pallets and Displays at CP Lotus Source: Kantar Retail store visits and analysis 24
  25. 25. © Kantar Retail 2016 25 Apple and H&M Use Lunar New Year to Launch Exclusives Source: Kantar Retail analysis, International Business Times, Mac Rumors, Elle Apple sells exclusive Apple Watch sports models for the New Year. ‒ Special models were available in China, Hong Kong, Malaysia, Singapore, and Taiwan. ‒ Models in yellow gold aluminum and silver aluminum with (PRODUCT)RED sport bands were available from Jan. 15 to Feb. 22. H&M launches Chinese New Year campaign with a Chinese model and South Korean singer. ‒ H&M rolled out a New Year collection for men, women, and children on Jan. 21. ‒ Items in the New Year line included a floral flare dress in festive red and a monkey- printed sweater.
  26. 26. © Kantar Retail 2016 26 Vans and Adidas Generate Strong Excitement Leading Up to New Year Launches Source: Kantar Retail analysis, The Boombox, Sneakerbardetroit.com, Hypebeast.com Vans introduces a Year of the Monkey collection. ‒ Three themed sneakers ‒ Inspired by China’s Year of the Monkey commemorative stamp releases in 1980, 1992, and 2004 ‒ Available as early as December 2015 Adidas debuts the Ultra Boost “Chinese New Year.” ‒ Ultra Boost “Chinese New Year” (top left) featuring special tongue tag with Chinese characters, multicolor toe area ‒ Bright red Tubulars (bottom right) contrasted with white soles and gold accents; heel counters embossed with monkey faces
  27. 27. © Kantar Retail 2016 27 Chinese New Year Reigns Prominently in Fashion Source: Kantar Retail analysis, Nordstrom.com, Elle.com Several fashion blogs and media outlets picked up on this and related offers for Chinese New Year. In at least one case, a style blog by a Chinese woman in the U.S. linked to this offer on Nordstrom.com. More than in grocery, the New Year features prominently in style and fashion platforms. Designers increasingly use the holiday to deliver newness
  28. 28. © Kantar Retail 2016© Kantar Retail 2016 28 Create an Experience
  29. 29. © Kantar Retail 2016 29 In China, Eye-Catching Displays Excited and Engaged Source: Kantar Retail store visits and analysis Ferrero draws shoppers in at Carrefour. Haagen-Dazs creates an experience at Carrefour. Tesco features a store-in-store display. Fresh food area: “Show your cooking skills for New Year’s Eve dinner.” Tesco offers a “Get your red packet” promo.
  30. 30. © Kantar Retail 2016 30 Lucky Draws Further Add Excitement Source: Kantar Retail store visits and analysis Carrefour China CP Lotus
  31. 31. © Kantar Retail 2016 31 Pepsi Goes Viral, Aligns Chinese Campaign to Several In-Store Initiatives for This Key Holiday Source: Adage, Kantar Retail store visits and analysis Compelling display at RT-Mart (China) Strong resonance across audiences, saw >15 million views in one week via nostalgic “Bring Happiness Home” campaign Campaign included spots with celebrities and a limited-edition monkey-emblazoned can sold on JD.com.
  32. 32. © Kantar Retail 2016 32 Tesco and Walmart Drive Excitement With Displays In Fresh — an Important Holiday Focus Area Source: Kantar Retail store visits and analysis Dried seafood display (Tesco China) Seafood festival (Walmart China)
  33. 33. © Kantar Retail 2016© Kantar Retail 2016 33 Better Yet, Provide a Culturally Immersive Experience
  34. 34. © Kantar Retail 2016 34 ‒ Flowers are a symbol of Lunar New Year. Here, this wall of flowers provides shoppers with a backdrop to meet and take photos. ‒ Several malls and retailers in Canada educate and drive excitement around this holiday with lion dances, martial arts demonstrations, calligraphy sessions, tea sampling, Chinese music, and interactive games. ‒ Apple also offered free one- hour workshops (some in Mandarin and Cantonese) demonstrating how to create custom online greetings. Educating Shoppers About Chinese New Year Presents an Opportunity to Drive Further Demand Source: The Toronto Star (February 2016)
  35. 35. © Kantar Retail 2016 35 From Retailers to Malls, Key Shopping Destinations Turn to Traditional Activities to Engage, Educate Shoppers Source: Kantar Retail store visits and analysis; Union Coop Mall of the Emirates engages shoppers with a traditional dance ceremony. RT-Mart in China drives excitement and engages by aligning with a culturally immersive experience. Union Coop (UAE) kicks off the start of the year with its own ceremony. Mall of the Emirates engages shoppers with a traditional dance ceremony. Union Coop (UAE) kicks off the start of the year with its own ceremony.
  36. 36. © Kantar Retail 2016 36 ‒ Dubai Mall is just one of many malls in the UAE that relies on a substantial Chinese shopping and tourism segment. ‒ Other shopping spaces like Yas Mall celebrated the New Year in their own way with performances like the UAE’s first lion pole dance, lantern decorations, authentic Chinese garden and tree of wealth, kung fu workshops, acrobatic shows, calligraphy, and Chinese lantern making, plus a special “shop and win” activation. Dubai Mall Puts Its Own Twist on a Traditional Dance Source: Kantar Retail analysis, Dubai Mall, Emirates247.com Visible to the public in Dubai Mall via Dubai Aquarium and Zoo, divers perform underwater versions of the time-honored Dragon Dance in the main aquarium. Each 15- minute dance was performed hourly from Feb. 4-20. Innovates with an underwater version of the Dragon Dance
  37. 37. © Kantar Retail 2016 37 Food Represents a Particularly Strong Opportunity for Cultural Integration With the Holiday Source: P.F. Chang’s
  38. 38. © Kantar Retail 2016© Kantar Retail 2016 38 Shout It Out: Drive Visibility Throughout the Store
  39. 39. © Kantar Retail 2016 39 Key Retailers and Malls Go Big in New Year Branding Source: Kantar Retail store visits and analysis The Dubai Mall greets shoppers with a shout-out (and promotion) for the New Year. In China, Carrefour embellishes the entrance with lanterns. CP Lotus incorporates New Year imagery throughout.
  40. 40. © Kantar Retail 2016 40 Some Focus on Festivity While Others Focus on Price Source: Kantar Retail store visits and analysis Meanwhile, Walmart opts for a low- price focus over Chinese New Year. RT-Mart covers its physical store with decorative lanterns (above). The festive atmosphere continues inside (right).
  41. 41. © Kantar Retail 2016 41 CP Lotus Adjusts Operating Hours, Incorporates Messaging on the Physical Ground Source: Kantar Retail store visits and analysis CP Lotus adjusts operating hours to account for the high-volume holiday. Seasonal product nutrition facts stand out with floor promotions.
  42. 42. © Kantar Retail 2016 42 Carrefour Does Not Shy Away From Explosive Lunar New Year Messaging and Imagery Source: Kantar Retail store visits and analysis
  43. 43. © Kantar Retail 2016 43 Macy’s in New York City Gets On Board With the New Year in a Big Way Source: Kantar Retail store visits and analysis
  44. 44. © Kantar Retail 2016 44 Auchan Promotes Across Categories Source: Kantar Retail store visits and analysis, International Business Times, LA Times “Kung Fu Panda 3” deliberately positioned its release date with the Lunar New Year, the biggest movie- going time in China. The film set a new one-day box office record with USD100.5 million worth of tickets sold. In this case, it ties in to the seasonally relevant movie “Kung Fu Panda 3”
  45. 45. © Kantar Retail 2016© Kantar Retail 2016 45 Drive Online and Social Media Penetration
  46. 46. © Kantar Retail 2016 46 Retailers Like Shop.ca and Shoppers Drug Mart Celebrate the Year of the Monkey Online Source: Kantar Retail analysis, Shop.ca, Shoppers Drug Mart Shop.ca features the New Year prominently on its home page, with offers spanning from nutrition to jewelry. Shoppers Drug Mart creates a “Shop Chinese New Year” landing page featuring red and gold gifts.
  47. 47. © Kantar Retail 2016 47 Coach Takes Its New Year Message Online With Item Curation and a Fun Behind-the-Scenes Film Source: Coach.com In its film, a white monkey comes to life after hours in a Coach factory. Lunar New Year items feature a collection of red- and gold- related offers.
  48. 48. © Kantar Retail 2016 48 Amazon Offers a Series of Free Chinese New Year Video Shorts Source: Amazon.com
  49. 49. © Kantar Retail 2016 49 ‒ On trend, Origins promotes a printable Lunar New Year coloring sheet. ‒ It encourages followers to post an Instagram of their art work for a chance to win up to $500 in products. ‒ How might a similar concept be applied to other channels (e.g., Lunar New Year-inspired cooking contests)? On Social Media, Origins Creates Incentives For Followers to Post on Instagram Source: Kantar Retail analysis, Origins
  50. 50. © Kantar Retail 2016 50 Emphasizing Education and Experience, Mall of the Emirates Uses Twitter to Spotlight the New Year Source: Kantar Retail analysis, Mall of the Emirates Daily entertainment provides an ideal vehicle for social media mention. Educating consumers about the New Year helps drive interest and excitement.
  51. 51. © Kantar Retail 2016 51 Snapchat Marks the Holiday With Customized Filters Source: Kantar Retail analysis, Snapchat This type of effort is something a retailer or manufacturer could easily apply digitally or in- person via images and experiences that prompt shoppers to capture and share the moment.
  52. 52. © Kantar Retail 2016 For further information please refer to KantarRetailiQ.com Contact: Sara Al-Tukhaim Director T: +1 (617) 912 2859 sara.altukhaim@kantarretail.com @saraaltukhaim @kantarretail Amy Koo Principal Analyst T: +1 (617) 912 2872 amy.koo@kantarretail.com @amykooKR

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