Tapping into the senses to harness the spirit of Christmas

In Inside Shopper in August I outlined some of the findings of GfK’s Project Rudolph ‘Evolution of Christmas Gifting’ study. One of these was that retailers and brands need to do a better job of tapping into the diminishing spirit of Christmas and family togetherness to guard against the rising tide of perceived commercialism. During a short vacation in Hawaii last week, a location not the most obvious Christmas destination, I spied a number of retail executions that evoked Christmas well

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