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Retail festivals in 2020 made for an interesting user case study of practicing ‘courageous innovation
That 2020 was a tough year is stating the obvious, however this eventful year did provide marketers with an opportunity to recalibrate their playbook to make it future-ready by keeping customer engagement at the centre. Braze and The Drum dig deeper into some of the major e-commerce shopping days to unravel key trends and learnings on how brands can achieve success during the shopping festivals and beyond.
As the world becomes more digital, online shopping festivals represent major revenue milestones for many businesses. As such, the future may well be about revisiting the playbooks for leveraging festival promotions to strengthen customer relationships and deepen customer engagement for all brands.