尽管劳氏(Lowe’s)商店里都是电动工具、石膏板、香蕉水等各式各样的实用工具,从来都不是买圣诞礼物的好地方,但作为一家家居装饰连锁店,劳氏今年希望利用消费者在新冠疫情期间对家的依恋,一改现状。
最近,该公司宣布了迄今为止最高调的假日销售活动,活动商品包括各类工具、发电机,以及每个人都想放在圣诞树下的东西:高压清洗机。促销商品还包括滑板车、蹦床、健身自行车、空气曲棍球桌以及空气炸锅等厨房用品,给促销增加了一些趣味。
显然,劳氏想继续保持疫情爆发之后的销售势头(美国市场的销售额上一季度大涨34%)。疫情期间,美国人待在家里的时间更久了,无法去旅游,不用买衣服,省下的钱都花在了美化改善家居上。
“无论是把一间房改装成办公室也好,对家居设施进行基本的维修也好,待在家的时间越多,花在家装上的时间就越多。”劳氏负责销售规划的执行副总裁比尔•博尔茨在一份声明中说。
更重要的是,当竞争对手纷纷搞起节日促销,劳氏不能坐视不理。例如,在劳氏处于领先地位的家电领域,今年必须要和百思买(Best Buy)早早启动的假日季促销活动竞争。
但劳氏也将目光投向了另一个竞争对手:其最直接的竞争对手家得宝(Home Depot)。《财富》杂志今年曾经撰文详细报道,家得宝多年来逐渐增加了可以作为圣诞礼物的商品种类,比如小工具、能够塞在圣诞袜里的电池,甚至是玩具,收效良好。去年,家得宝在门店前的黄金位置设立了礼品中心,展示可以作为圣诞礼物的商品,以及人造树等圣诞基础用品。
家得宝的假期策略成绩非常出色,公司高管表示,2019年的黑色星期五是公司该季度销售额大涨5.3%的关键因素。所以不难想象劳氏为什么也想分一杯羹了。分析师认为,假日季将继续提振家装零售商的业绩:研究公司Customer Growth Partners预测,家装零售领域11月、12月的收入将增长8.9%,超过其他零售领域。
对于劳氏和家得宝来说,第四季度通常是淡季。它们的传统旺季是春天,因为人们往往选择这个时候大搞家居工程。不过,尽管劳氏和家得宝今年全年业绩都很亮眼,今年春天还是减少了促销活动,以避免门店铺内人流过多,可能因此少赚了点钱。假日购物季应该能够帮助它们把一些钱重新挣回来。(财富中文网)
译者:Agatha
尽管劳氏(Lowe’s)商店里都是电动工具、石膏板、香蕉水等各式各样的实用工具,从来都不是买圣诞礼物的好地方,但作为一家家居装饰连锁店,劳氏今年希望利用消费者在新冠疫情期间对家的依恋,一改现状。
最近,该公司宣布了迄今为止最高调的假日销售活动,活动商品包括各类工具、发电机,以及每个人都想放在圣诞树下的东西:高压清洗机。促销商品还包括滑板车、蹦床、健身自行车、空气曲棍球桌以及空气炸锅等厨房用品,给促销增加了一些趣味。
显然,劳氏想继续保持疫情爆发之后的销售势头(美国市场的销售额上一季度大涨34%)。疫情期间,美国人待在家里的时间更久了,无法去旅游,不用买衣服,省下的钱都花在了美化改善家居上。
“无论是把一间房改装成办公室也好,对家居设施进行基本的维修也好,待在家的时间越多,花在家装上的时间就越多。”劳氏负责销售规划的执行副总裁比尔•博尔茨在一份声明中说。
更重要的是,当竞争对手纷纷搞起节日促销,劳氏不能坐视不理。例如,在劳氏处于领先地位的家电领域,今年必须要和百思买(Best Buy)早早启动的假日季促销活动竞争。
但劳氏也将目光投向了另一个竞争对手:其最直接的竞争对手家得宝(Home Depot)。《财富》杂志今年曾经撰文详细报道,家得宝多年来逐渐增加了可以作为圣诞礼物的商品种类,比如小工具、能够塞在圣诞袜里的电池,甚至是玩具,收效良好。去年,家得宝在门店前的黄金位置设立了礼品中心,展示可以作为圣诞礼物的商品,以及人造树等圣诞基础用品。
家得宝的假期策略成绩非常出色,公司高管表示,2019年的黑色星期五是公司该季度销售额大涨5.3%的关键因素。所以不难想象劳氏为什么也想分一杯羹了。分析师认为,假日季将继续提振家装零售商的业绩:研究公司Customer Growth Partners预测,家装零售领域11月、12月的收入将增长8.9%,超过其他零售领域。
对于劳氏和家得宝来说,第四季度通常是淡季。它们的传统旺季是春天,因为人们往往选择这个时候大搞家居工程。不过,尽管劳氏和家得宝今年全年业绩都很亮眼,今年春天还是减少了促销活动,以避免门店铺内人流过多,可能因此少赚了点钱。假日购物季应该能够帮助它们把一些钱重新挣回来。(财富中文网)
译者:Agatha
While Lowe’s stores full of power tools, drywall panels, lacquer thinner, and other practical products have never been seen as a Christmas gift destination, the home improvement chain is hoping to change that this year by leveraging consumers’ fixation on their homes during the pandemic.
Recently, the company announced its most aggressive sales campaign linked to the holidays yet. Lowe’s will hold an early deals event, featuring tools, generators, and the one item everyone wants under their tree on Christmas: a pressure washer. The company is making its assortment more fun by adding scooters, trampolines, exercise bikes, air hockey tables, and kitchen items like air fryers.
It’s clear Lowe’s wants to keep the momentum it has found since the pandemic broke out (U.S. sales in its most recent quarter rose 34%) as Americans have shifted spending from vacations they can’t take and clothes they don’t need to throwing cash at beautifying and improving the homes they are spending more time in during this COVID-19 outbreak.
“Whether repurposing a room into an office or tackling basic repairs, more time at home became more time for home,” Bill Boltz, Lowe’s executive vice president for merchandising, said in a statement.
More important, Lowe’s can’t sit idly by while competitors offer their own deals. In the appliance arena for instance, where Lowe’s leads, it has to compete with Best Buy’s earliest holiday deals yet this year.
But Lowe’s also has its eye on another rival: its most direct competitor, Home Depot. As detailed by Fortune earlier this year, Home Depot has gradually increased the assortment of merchandise that can be Christmas gifts, such as small tools, batteries as stocking stuffers, and even toys over the years to great effect. Last year, Home Depot created a Gift Center section at the front of its stores in a prime spot to showcase items with gift potential, along with Christmas staples like artificial trees.
It worked so well that executives said Black Friday in 2019 was a key source of its 5.3% jump in quarterly sales during that period. So it’s easy to see why Lowe’s would want in on it, too. Analysts believe the holidays will keep giving home improvement retailers a boost: research firm Customer Growth Partners forecasted revenue in this area of retail would grow 8.9% in November and December, outpacing the rest of retail.
For Lowe’s and Home Depot, the fourth quarter is typically the slowest of the year. Their peak season has traditionally been spring as people ramp up home projects. But even as they have both thrived this year, Lowe’s and Home Depot dialed back their promotional events in the spring to avoid overcrowding at stores, likely leaving some money on the table. A holiday season boost would help them make some of that up.