Brands can't depend on customer demand alone to support holiday campaigns. An optimized display, in combination with other marketing tactics, is absolutely vital to reach desired sales numbers.
For many brands, the large number of shoppers requires extra attention to detail and overall execution. The expected jump in sales is what makes the holidays such a valuable time for brands, especially in physical stores which still see the overwhelming share of consumer activity.
Consumer packaged goods are bought as gifts, but even when customers are in the store for a specific higher-end item, they're still very likely to pick up an assortment of other products.
A big part of any holiday drive is discount pricing. For some brands (and consumers) holidays are essentially synonymous with sales (ex. Black Friday). Consumer goods companies often distribute coupons throughout the holiday season and run larger discounts when the holiday itself has ended (ex. Halloween candy on Nov. 1)
Constantly shifting prices present some continuity challenges for reps. Brands risk damage to their reputations and retailer blowback if, for example, a customer is frustrated that a coupon says one price and the register another.
Capturing data on-the-go is crucial to effectively and efficiently track holiday campaigns.
Gathering competitive intel is a snap with photos from the field.
Distributing assignments is simple with team management capabilities like customized workflows.