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Merkle Unveils 2023 Holiday Playbook for Retailers’ Success

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Merkle’s 2023 Holiday Playbook gives retailers and shopping centers valuable industry insights to prepare for the upcoming holiday season.

Merkle, a renowned customer experience management (CXM) company empowered by cutting-edge technology and data-driven insights, has unveiled its highly anticipated 2023 Holiday Playbook. This comprehensive guide offers invaluable industry insights, equipping retailers with the knowledge and strategies necessary to outshine their competition and deliver exceptional customer experiences during the upcoming holiday season.

Evolving Holiday Shopping Trends

Gone are the days when the holiday season was synonymous with the Black Friday frenzy. Today, the retail timeline has become more fluid and expansive. Inflation concerns and the advent of major sales events by retail giants have propelled the holiday shopping season, extending it over four to five months.

Merkle’s Holiday Playbook distills key trends and learnings from the previous year, providing actionable recommendations for building an effective plan to thrive in this prolonged holiday season. As the retail landscape becomes increasingly diverse and digitally sophisticated, it is crucial for brands to differentiate themselves and connect with their customers.

The Digital Imperative

While online shopping has become the dominant mode of holiday retail, consumers emphasize that digital resources add value to their overall shopping experience, even when visiting physical stores. As the number and scale of marketplace platforms continue to grow, the significance of digital connectivity across various touchpoints becomes even more paramount.

Janine Flaccavento, EVP and general manager for retail, consumer goods, and quick-service restaurants at Merkle, stresses the importance of understanding customers’ evolving needs in shaping a successful holiday strategy.

Retailers must consistently examine their audience’s unique mindset and tailor a connected experience accordingly. This involves aspects such as in-store merchandising, app functionality, promotional calendars, loyalty programs, and more. Leveraging data, insights, and trends accumulated throughout the year, the Holiday Playbook empowers retailers to deliver a personalized approach that resonates with shoppers – Janine Flaccavento.

Key Trends for Retailers

The 2023 Holiday Playbook highlights several key trends that retailers should be aware of in preparation for the upcoming holiday season:

1. A Changing Retail Calendar:

Black Friday no longer reigns as the sole pinnacle of the holiday shopping season. Brands must adapt to the evolving timeline and adjust their strategies accordingly.

2. The Endless Aisle:

Retailers should enhance the in-store shopping experience by integrating digital tools and resources, catering to shoppers’ demands for greater assortment and convenience.

3. Commodities Versus Experiences:

To effectively serve customers, brands need to embrace and genuinely express their core identity and values throughout the entire customer journey.

4. Doing More with Less:

In the quest for value, retailers, product brands, and shoppers alike are seeking ways to maximize their purchasing power. Fortunately, numerous cost-effective options are available this year.

Janine Flaccavento adds: 

No matter what your holiday strategies entail, the customer should always be at the center of your plan. Consumers are savvier than ever about the value exchange between themselves and the brands they love. This year’s holiday playbook provides practical advice for retailers to craft a strategy that’s deeply informed by data and insights, and powered by smart digital solutions to deliver a completely connected holiday shopping experience.

To access the complete 2023 Holiday Playbook and unlock its valuable insights:

Download Here

About Merkle

Merkle, a dentsu company, is a leading CXM company that specializes in delivering personalized customer experiences across platforms and devices. With over 30 years of experience, Merkle has partnered with Fortune 1000 companies and leading nonprofit organizations to optimize their customer portfolios. Combining expertise in data, technology, analytics, and creative solutions, Merkle drives hyper-personalized marketing strategies that yield improved results and competitive advantage.

With a global presence spanning 30+ countries and a workforce of over 16,000 employees, Merkle continues to innovate and empower brands to thrive in the ever-evolving marketplace. For more information, please visit their official website at

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