Retailers Should Stop Expecting the Holiday Season to Solve All Their Problems - eMarketer
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eMarketer Interview

Retailers Should Stop Expecting the Holiday Season to Solve All Their Problems

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An interview with

Sean Wilkins

Vice President, Strategy, Zeta Global

Interview summary

Retailers pull out all the stops for the holiday season, when consumers open their wallets wide and increase their spend on all types of items. But retailers have gotten into the habit of relying on that six-week push to make up for any rough patches throughout the year, and that’s a mistake, according to Sean Wilkins, vice president of strategy at data and analytics company Zeta Global. He spoke with eMarketer’s Tricia Carr about how retailers can differentiate themselves during the holidays and why they can benefit from breaking out of the seasonal retail cycle.

Interview

eMarketer: What’s your advice for retailers to break through in the crowded holiday season and attract shoppers?

Sean Wilkins: There’s a big correlation between the holiday season and the expectation for discounts and markdowns, but competing on price will only get you so far. It’s a race to the bottom, and it’s not effective. If you coach your audience like that, they’re always going to be looking for the cheaper deal. There will always be those kind of shoppers, but you have to break out of that mindset.