Branding During the Holidays

//Branding During the Holidays

Branding During the Holidays

By: Alexandra Closser (@AlexandraCloss1

 

Jingle bells, jingle bells

Jingle all the way!

Oh what fun it is to shop til you drop!

The holiday season is filled with cookie baking, watching Elf on repeat, secretly wondering what spaghetti and maple syrup might taste like (ew!) and hunting for the perfect present for the annual best friend gift exchange. Thankfully, brands have joined us in celebrating the most joyful time of the year, thriving when it comes to their chance to create campaigns for the season.

Our world is digitally dependent, creating ease for our wishes to come true at the press of a button. Hungry? Order your current cravings online delivered to your doorstep. Scrolling through Instagram at 2 a.m. and spot the cutest outfit? Make a few clicks and before you know it you will be constantly refreshing tracking information until the exact second it arrives. Although virtual convenience is an asset to our fast-paced society, at times it can take away from the meaning behind the season. The holiday season is meant for the gathering of loved ones, face-to-face, creating memories that last a lifetime.  

Thankfully, one of my favorite brands of all time, Nordstrom, has recognized the need to refocus on the reason for the season. Their campaign ‘Let’s Go Gifting!’ was launched on October 29, 2018, just in time for the holiday shopping craze, beginning with the ultimate shopping kickoffs: Black Friday and Cyber Monday. Nordstrom highlights the importance of the season and bringing people together in the most fun way they know how: shopping until dropping! ‘Let’s Go Gifting!’ has intentional emphasis on the experience of shopping in-store, although there are online exclusives as well.

Bright colors and energetic, fashionable shoppers are featured in the ‘Let’s Go Gifting!’ campaign video, a sneak peek into what everyone dreams holiday shopping to look like, instead of the never-ending lines and bustling parking lots. In addition to the video, the campaign features opportunities to give back and to inspire with the ‘Gifts That Do Good’ and ‘Gifts That Inspire’ components. ‘Gifts That Do Good’ focuses on donating percentages of sales from gift card purchases and net sales to organizations such as Children’s Miracle Network Hospitals, as well as BSR’s HERproject and WE Charity, organizations that work to empower and educate to make a difference. The ‘Gifts That Inspire’ portion of the campaign focuses on the variety of brands that Nordstrom carries in order to be the one-stop shop for all gifting needs. In order to convenience shoppers further, gift guides are available for 11 different customer personalities.

As the cherry on top, Nordstrom encourages the in-store gifting experience with a Gift Hub, Gift Scout, Gift Wrap and Gift Shop- notice the pattern? (hint: gift!)

Gift Hub: For all gifting necessities in one place, visit a Nordstrom Gift Hub, even the addition of QR codes can be utilized for further gifting recommendations.

Gift Scout: Ever wish for a personal shopper? Nordstrom Gift Scouts are in more than 65 stores at your beck and call, offering gift suggestions! Appointments may be made in-store or online.

Gift Wrap: Not up to par with your wrapping skills? Leave it to Nordstrom to dress up your gifting experience with custom-designed wrapping paper.

Gift Shops: We can’t forget about Nordstrom Rack! The retail’s discount chain is taking part in ‘Let’s Go Gifting!’ with customer Gift Shops featuring “The Goods for Guys” or “Gifts to Go”.

How might you go about picking up these heartfelt gifts you may ask? Easy. Utilize Nordstrom’s Buy Online & Pick Up in Store feature with curbside gift pickup starting December 16-24, 24 hours a day, 7 days a week.

Nordstrom clearly is the total package this holiday season. The brand deserves applause for going against the digital grain, putting such focus on the reason for the season, bringing shoppers back together under Nordstrom’s roof. Grab your go-to shopping partner in crime and head to Nordstrom because it’s time to go gifting!  

 


ABOUT ALEXANDRA

Alexandra is a senior studying advertising and public relations with a minor in Writing. She is a member of both Grand Valley State University’s PRSSA chapter and Grand PR. When she is not shopping or scrolling through her social feeds, she is spending time with her family and friends. She dreams of a career that embodies all that she loves.

By | 2019-01-09T13:47:59+00:00 January 9th, 2019|Categories: Branding|0 Comments

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