Sir: After Christmas, Easter is one of the biggest dates in the holiday calendar and a big deal for retail. So the fact that selected supermarkets ran out of stock before Good Friday (‘Supermarkets apologise as eggs sell out before Easter,’ 6 April) is shameful.
But having enough stock wasn’t the only area where some of the supermarkets fell down. Some of their in-store Easter marketing concepts came across as afterthoughts with little connection to their above-the-line push. Many of them were unloved affairs with tired, poorly stocked fixtures.
It was convenience retailers and boutique specialists who came out on top this Easter. Hotel Chocolat was one of the best, reporting a sales increase of 20% on last year. This wasn’t just because its stores were well-stocked its performance must in part be down to its fully integrated, highly creative marketing campaign. The retailer created a bespoke concept - who could fail to adore its larger-than-life, suited and booted Beau Bunny - and implemented it seamlessly online and in-store with stunning window displays.
Shoppers look to retailers for inspiration, never more so than when they are stocking up for a major holiday. Bravo to the convenience and specialist retailers who did Easter well - it paid dividends. Those who failed to connect their above-the-line and in-store activity, and have enough stock, neglected a major traditional event and let both themselves and shoppers down badly.
Nick Gray, MD, Live & Breathe