Just as we were all settling down with a glass of mulled wine to enjoy the festive season, budget retailer Poundland has thrown the cat among the partridges with one of the more controversial campaigns of the year. And the intentionally confrontational and arrogant stance it has taken to the backlash against its ‘naughty elf’ social media ads puts profit before propriety.
The festive season can make or break retailers. I know this, as about ten years back I established and ran an ecommerce company. About 60% of our entire year’s profits came from the six or seven weeks prior to Christmas.
It puts into perspective why the major department stores put £millions into their Christmas advertising campaigns (I’m looking at you, John Lewis). And faced with that sort of investment, how are you supposed to compete? Well, by doing something distinctive and different. [Read more…]