Xmas Campaign: Promotional Magic

Xmas Campaign: Promotional Magic

Use the most appropriate channel for each moment and for each type of communication

Promotional activity analysis during Xmas period in Spain (between Thursday 14 to Friday 29 December 2017). More than 1,200 communication actions in 20 fashion retail chains in Spain.

Communication strategies that add value to the brand vs. communication strategies that look for sales

Primark, with a strategy of low prices, performs a greater number of aspirational communications (3 out of 4) through the different channels adding value to the brand, compared to the Hypermarkets and Kiabi environment where they place more emphasis on the communication of promotions.


Promo Map, promotional activity management optimization tool.

Mhe works for Retail chains and brands optimizing their promotional activity


Communications’ content is dynamic and change along the season, even along the same week

During Xmas period, only 25% of the communications had promotional content, while during Black Friday they boosted up to 60%. Even in the previous days to Xmas, promotional communication disappeared.Mhe-Promo-Map-Xmas-2018-Communications-Content-Xmas-vs-BFNavidadCarrefour miniaturaThe store remains as the main vehicle for promotional communication

Store concentrates the highest percentage of communications with promotional content (2 out of 3 in-store communications). Social Networks and Web are used by chains to generate brand image.


Half of promotional communications are unit selling price

“Discount” type of promotion is 30% of total communications on Xmas, compared to 80% on Black Friday.


Instagram is the favourite channel for brands to communicate with their customers

Most of the content of this channel is aspirational (85%), while on Facebook, that percentage drops to 63%.Mhe-Promo-Map-Xmas-2018-Communications-by-Social-Media

Navidad Springfield


Mhe, retail consultancy, works with brands and chains in strategy and operations for omnichannel environment.

More info: luis.leal@mheconsumer.com

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