For retail marketers, it’s never too early to start thinking about the festive season. The three months leading up to Christmas are the most profitable, with many making over half their total sales for the year. This explains the many large scale brand activations we witness year on year during this period, from tear-jerking festive adverts and cute pop-up grottos to beer-dispensing Christmas trees. While these sorts of events succeed in drawing press coverage, excitement and conversations, it takes a lot more than a well-executed stunt to secure conversions at scale and ‘win’ Christmas. To do this, brands must consider the entirety of the customer journey and how they can shape their content and communications in a way that offers a consistently excellent experience across touchpoints. Read more at The Drum.