Beyond Festive Promotions: How Omnichannel Strategies Drive Year-End Retail Success

Introduction

As the year-end approaches, shoppers are showing optimism, with spending projected to increase by eight percent compared to last year, according to Deloitte. In the same report, 80% of retail executives expect higher sales, driven by increased foot traffic and online activity.

However, the retail landscape is more competitive than ever. Shoppers now demand seamless, experiential, and convenient journeys across both digital and physical channels—going beyond traditional festive displays and promotions.

This shift toward omnichannel engagement is accelerating, with an estimated 62% of retail spending expected to occur through omnichannel channels by 2026. A prime example is the rise of “e-window shopping”, where consumers research product, compare prices, and read reviews online before making purchases either in-store or online.

Mobile and Hybrid Shopping: A New Retail Standard

In Southeast Asia, consumers seamlessly blend online and offline channels throughout their shopping journey—though mobile remains the preferred tool at every stage. According to InMobi’s 2023 Holiday Retail Guide, shoppers use mobile devices to browse, compare prices, and make payments, even for traditionally offline sectors like grocery stores.

This growing trend of hybrid shopping highlights the need for retailers to maintain a presence across every touchpoint. With 73% of Southeast Asian shoppers planning to engage in hybrid shopping during the year-end sales period, retailers must integrate their physical stores and online platforms to offer cohesive, engaging experiences.

Case Studies: Blending Experiences for Maximum Engagement

Today’s shoppers expect brands to provide engaging, immersive experiences that connect seamlessly across digital and physical spaces. Below are three examples of how brands creatively leveraged technology and trends to enhance their in-store activations and omnichannel strategies:

Tommy Hilfiger’s AR Scavenger Hunt

Tommy Hilfiger partnered with IMA to create a campaign that combined AR, CGI, social media, and out-of-home (OOH) advertising to create a scavenger hunt across iconic London and Berlin landmarks, transforming them into digital versions of the brand’s signature puffer jacket. Participants explored the city, visited physical stores, and unlocked exclusive content, creating a dynamic brand experience.

The campaign resulted in over 80,000 engagements within two weeks, demonstrating the power of gamification and digital interaction in driving foot traffic and brand engagement.

Key Takeaway: Brands can adopt similar strategies during the year-end peak period by launching AR-powered scavenger hunts or geofenced games. Using OOH, geofencing, and push notifications, they can encourage customers to unlock seasonal treasures—like limited-time discounts or exclusive products—by visiting stores or landmarks.

#CleanTok Captivates Asda Shoppers

Unilever brought its #CleanTok partnership to life at Asda’s Big Cleaning Event. With over 20 billion views, #CleanTok has surpassed even beauty trends, becoming a social media phenomenon.

At the event, interactive digital screens were placed at the front of the store that allowed shoppers to select cleaning videos based on their interests. These screens featured TikTok cleaning transformations starring Unilever’s household brands, creating a mesmerising point-of-purchase experience. The event also promoted Cleanipedia, Unilever’s TikTok page and website dedicated to cleaning tips.

Key Takeaway: Retailers can harness social media trends and interactive activations to engage customers in-store. From AR filters to interactive screens, these activations encourage consumers to share their experiences online, driving buzz and fostering brand affinity.

PUMA’s Virtual AFL Kicking Simulator

Sustaining Engagement Beyond the Year-End Shopping Rush
The year-end sales period isn’t just about driving sales—it’s also a valuable opportunity to build lasting customer relationships. To maintain momentum after the festive rush, brands can implement post-sale strategies that foster loyalty and encourage repeat purchases:

• Personalised thank-you emails featuring exclusive post-sale offers.
• Early access to sales for members of loyalty programs.
• Omnichannel rewards redeemable both online and in-store.

By aligning digital campaigns with in-store experiences and sustaining engagement beyond the year-end sales season, brands can cultivate long-term loyalty and set themselves up for success in the new year.

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