Fast-becoming the second-biggest seasonal occasion next to Christmas in terms of retail sales, Halloween is an increasingly important event for retailers. UK consumer spending on Halloween has increased ten-fold over the past five years. This offers a perfect opportunity for retailers to create a Halloween-themed experience with some in-store theatre.
Experiential campaigns are a perfect tool for creating in-store theatre and allowing retailers to offer a point of difference for their customers. For instance, we ran experiential activity this year with a major multiple for our Halloween-themed Anchor Real Dairy Cream, iScream. It was the run-up to Halloween, and visibility was key, so we had manned promotional stands situated at front of store driving customers to the fixtures in-store. Staff dressed in costumes offered giveaways and competitions with coupons that were redeemable in-store, and attention-grabbing POS brought new people into the category and increased sales of both total cream and aerosol cream.
We have found that when a store has its own Halloween displays, it works as an extremely effective complement to in-store promotions and samplings and can really bring Halloween to life. It is that experience that drives sales and we'll certainly look at building on that again next year.
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