Birmingham-based direct mail fulfilment and print management services provider, bakergoodchild, has stated that it is essential that agencies and marketing companies differentiate their Christmas direct marketing and mailing campaigns, if they are to have any influence on consumers and help to drive up sales.

Referring to the latest predictions by Mintel for the Christmas spending period, against a backdrop of rising inflation and decreasing consumer confidence, retail sales are expected to grow by just 2% in December, reaching £44.6bn (inc. VAT). This is a considerable fall on the figures for 2016, where total sales (traditional shop retailers plus online retailers) was £77.6bn, of which online sales were £21.0bn (27% of all retail sales).

According to figures provided by Retail Research, online sales increased by 12.9% compared with only a 1.9% increase for total retail sales in Christmas 2016. 

However, the main news is that online sales now represent more than one-quarter of total retail sales, with many ecommerce retailers finding that up to 80% of shopper visits to their websites were done via mobile phones and tablets, and 42.3% of all online purchases were made using mobiles.

And this is particularly significant for mailing services providers such as bakergoodchild, who are finding that more and more of the savvy marketers are using an integrated direct mailing or marketing campaign to capitalise on the increase and growth in mobile technology, and thereby influence their customers to go to their mobile or online website as part of their shopping experience during the Christmas period.

So, bakergoodchild is stating that it is essential that marketers think carefully about the creation and design of their mailshots for their direct mail Christmas campaign material, to make them stand out from the crowd and increase the impact on the consumer.

There are several straightforward ways to that companies can make their campaign more engaging for the festive shopping period. This can be with the inclusion of items such as edible treats, such as fruit cake or chocolate, or calendars that feature and illustrate promotional items as a reminder for customers to contact them in the New Year. All of which can help make essential difference, which could lead to consumer traffic and, more importantly, spending.

Commenting on how essential it can be that direct mail campaign differ from the pack in the festive promotional period, bakergoodchild Marketing Manager, Mohammed Pandhair, stated, “We have seen from previous years and our own experience, how thinking about what you are putting into your direct mailing and marketing campaign can make that difference and influence consumers. With budgets even tighter this year, it is essential that marketers and agencies seek out advice and assistance from mailing houses and fulfilment companies such as ourselves, to help them make that customer experience one to remember.”

More advice on this subject can be found on bakergoodchild’s website at; https://www.bakergoodchild.co.uk/infographics/