- With Easter kicking off next weekend, the atmosphere around shopping places is getting busier daily with retail outlets rolling out promotional offers and pushing out affordable items for shoppers.
Easter is in the air. With a week to go for the yearly celebration, shoppers are set to get as much deals from the season as possible ffrom traders.
To retailers, it is just about making profit, but also about quality service delivery to ensure that their customers get real value for their money.
At Shoprite, retailers are hoping to cash in on the season across all sectors, with groceries and Do it yourself (DIY) goods topping the charts.
In a report, Shoprite stated that this year‘s retailers are capitalising on the “Mega sales promo” flagged off by major retail outlets across the state online and in-store, since the beginning of the month, causing an influx in retail sales.
Last year, the grocery category increased by 16 percent, while DIY had a 10 percent uplift. Last May saw a 60 percent jump in searches for clothes alongside a 40 percent increase in searches for furniture. Artificial plants were also high on search engines.
Whether this year’s sales will follow 2017‘s trends is yet to be determined. However, last year, consumers made the most of a warm start to dry season, with Easter Sunday providing one of the sunniest Easters to date. The weather allowed customers to do their shopping outdoor.
Nonetheless, experts said retailers must make the most of the holiday. The Easter Mega Sales promo signals the start of a lucrative time for brands, as shoppers look forward to having extra days to revamp their homes, spaces and gardens and spend time with their families.
While shoppers look to spending this weekend buying one item or the other, Easter item prices are dropping, leaving extra cash in the pockets of shoppers. The average price of items this Easter has dropped by 9.7percent, no doubt connected to the battle of Big supermarkets. Shoprite was the first to cut its prices by 7.3percent with SPAR and Supersaver soon following suit.
Shoppers are spending in more organised, ‘healthy‘ ways. Gluten-free products have seen a surge of 80 percent since last year.
Regardless of which sector they belong, all retailers should be focusing on their advertising strategies this Easter,’’ Shoprite’s spokesperson Ini Archibong, said.
Archibong, who had added his firm’s Easter promo prices earlier on its online platform, said: “One of the huge advantages of online advertising is its capacity to accurately segment audiences and this is a prime example of how precision targeting at scale can pay dividends for brands that have access to sophisticated insights. Whether they are organised and planning ahead, or rushing to purchase at the last minute, brands must be flexible enough to respond to the needs of all consumers if they are to gain share of wallet.”
While small retail outlets are struggling to push sales for themselves, particularly those selling consumables, Shoprite is providing an in-store activity organised by suppliers in all its outlets. In it’s low price Easter promotion, shoppers should enjoy huge price drops on essential lines for the celebrations.
Shoppers are also advise to check promotion leaflets in-store and on various retail websites. They are encourage to join stores social media pages for competitions and limited time specials.
Businesses should not only concentrate on the ‘seven day shoppers‘ but on all season generally. On the other hand, Gidimall.com.ng, an online grocery platform has said from its Easter sales survey, searches on Android, iPhone and iPad platforms outstripped those on desktop.
The outfit owner, Osamede said, there should not be “one size fits all” approach to engaging consumers during this period. Instead, he advise that brands must leverage the observed insight that online advertising can offer to serve shoppers with the right message at the right time on whichever device they choose to shop on, urging brands to “grab share of wallet” and to be prepared for business.
Shoppers have the opportunity to buy at affordable prices as retail operators are seen at shopping places putting out campaigns to ensure patronage.
Some retailers are putting together trade shows/fairs to promote products and services saying they want people to have a place to shop for items everytime there is festivity.
These retailers have decided not to wait for the government, to provide conducive environment and infrastructure for them, they are seen outside shopping malls, complex and plazas with their umbrellas shielding them from the scotching sun, they continuously beckon on consumers saying; “ we are here because of you. You don’t have to go into the mall, ours are cheaper”.