We are finding our shoppers love some irreverent engagement with the upcoming royal wedding.
We are doing this in several ways, including tactical product placement, which we then leverage on social media.
Across the business, we have multiple categories of products we are engaging with. This helps broaden the demographic appeal, which works with this particular wedding. In fact, the appeal of the wedding is broader than any I have seen in my years in the channel. This is terrific for us as it helps us connect way beyond the traditional.
It is wonderful seeing how others are connecting with the opportunity. I have seen one newsagency pitch a high tea, another a cocktail party, another a kids party. All these ideas are wonderful as they show each business engaging practically and in a fun way with the event. from what I have read about the event the couple are playing it less traditionally. This is what works best in store too.