How non-destination brands can win the e-commerce holidays

Retail holidays such as Black Friday, Cyber Monday and Amazon Prime Day are major opportunities for brands to make an impact.

Smart approaches to occasion marketing

This article is part of a series of articles on smart approaches to occasion marketing. Read more.

At a glance

Black Friday, Cyber Monday and Amazon Prime Day are now hugely important e-commerce occasions for brands. Getting product availability, pricing, page content and search elements right is crucial for brands to convert e-commerce sales into year-long success.

Why it matters

Non-destination products (think toilet paper, shampoo, coffee, etc) don’t benefit from the retailers’ limelight or shoppers’ wish lists. These brands must work much harder and more creatively to stand out, be relevant and...

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