After months of uncertainty it can be difficult for brands to take a long-term view that looks beyond the next week, nevermind the next month.
Many companies are in survival mode thanks to the pandemic and, although they understand the importance of having a long-term strategy, they realise the next few months could be make or break.
Retailers, in particular, are faced with an existential crisis, knowing that if they fail to capitalise on the peak festive season this year, they might not be around in 2021.
Yet CMO at toy retailer The Entertainer, Phil Geary, is refreshingly optimistic. He says the pandemic is forcing many retailers to do things they should have been doing five years ago, particularly around digital transformation. He hopes his company’s revised strategy for Christmas will benefit the business beyond the festive period.
“Marketing leaders must be plugged into their organisation’s business strategy and not let it happen around them,” he says.