Getting consumers to understand a brand's wider purpose is crucial to building value. That's why it can't just be left to the Christmas ad to communicate. Instead, brands must embed their purpose into every retail moment, all year round.
Today's consumers may fleetingly park their cynicism to shed a tear for a lonely old man on the moon. But unless you give purpose to purchase at every retail moment every day, come the New Year, they'll not only forget but won't believe your big commitment. That's when they'll take their loyalty elsewhere.
Christmas ads are now well and truly part of the festive build-up. Spots by John Lewis and Sainsbury's are watched and shared hundreds of thousands of times, their release eagerly anticipated and content mauled over. Christmas Number One is no longer just synonymous with whether Adele tops the charts, but which ad is the nation's most 'liked'.
Ads with meaning
But will our love for this new kind of schmaltzy Christmas blockbuster last forever? Or are we getting tired of a festive ritual that has many of us rolling our eyes at the shameless sentimentality, or worse, feeling manipulated and a little more cynical as a result?
Microsoft loves Apple: really? Let's see if that sentiment lasts past the next product launch. And shouldn't we raise an eyebrow at the amount of brands hijacking social issues this year? Yes, Christmas is a tough time for many people - but do retailers really have it in them to commit to changing it for good?
Even the man on the moon is taunted with it, as he watches others' perfect festivities through his new telescope. (At least he gets to skip the Christmas ads. And doesn't live in Germany if Edeka's take on Christmas is anything to go by - which incidentally went viral in the days after its release. Eye-roll.)
A Meaningful Purchase?
And are they worth the multi-million pound investment? Interestingly, research shows that big festive ads don't necessarily influence where people purchase. Mog's antics may give Sainsbury's a warm brand glow now, but it will fade as January blows in, if a recent Netmums poll is anything to go by. Over a third of those surveyed said that Christmas ads do not influence where they shop all year round, with over 70% saying that the ads don't persuade them to shop there even at Christmas time.
It's doubtful then, that seasonal ads help brands get their wider purpose across to shoppers. Which is a shame, because consumers prefer brands with meaning. Research by Havas shows that those brands that are perceived to have a positive impact on consumers' quality of life, or on society as a whole, gain 46% more share of wallet than those that don't. And the return for conveying this meaning is huge. 'Meaningful brands' according to Havas, deliver 100% more KPI outcomes - for retailers this includes purchase and repurchase intent - and outperform the stock market by 133%.
Defining Experiences
So brands that share their wider purpose throughout the entire retail experience will increase the inclination to buy, build deeper connections with consumers and drive loyalty. Sharing this purpose can't just be a function of above the line activity; we need to find ways to embed it into every retail moment - digital, physical, online and offline.
The physical store has an unfair advantage here, giving us a wealth of opportunities to influence purchase in this way. A physical experience can reinforce bigger messages through revelatory moments that show customers the effect a purchase may have.
We think Oxfam is a great example of this. A visit to Oxfam's humanitarian warehouse inspired the agency to create a humanitarian toolkit for stores using the same materials Oxfam uses to save lives, such as crates usually used to deliver vital supplies, tarpaulin used for temporary shelters and corrugated iron used to make water tanks. A tap promotes Oxfam's 'water saves lives' message while merchandising donated clothing. Product hanger and price tags contain direct messages and connect shoppers to the impact that purchase will make. Personal stories from the people that Oxfam has helped around the world connect people to the impact shopping with Oxfam can make.
Results highlight the fantastic work Oxfam does, helping them meet ambitious fundraising targets. Whether your brand purpose is to make customers' lives better, or to improve the lives of others, the retail experience needs to highlight the positive impact - both personal and societal - that buying into your brand will have. Giving purpose to every purchase in this way can help to create a retail experience that defines why customers should choose you over the competition.
By Kevin Gill, UK MD of StartJG.
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