Hotlist
Doing Christmas differently

Innovation and inspiration to kick start your week


THE GIFT OF GIVING
Choose Love | UK
Pop up shop encourages locals to look beyond consumerism this Christmas and purchase gifts for refugees instead. Products, ranging from blankets to medical equipment, are curated around the refugee experience – arrival, shelter and the future. Gifts and proceeds will be distributed by charity Help Refugees.
Household takeout: People enjoy coming to store to get their hands on products – a tangible way for people to get involved in a charity cause and see the difference they are making.
 

ALTERNATIVE CHRISTMAS AD
Greenpeace | Global
The Christmas advert with a difference raises awareness of ocean pollution. The parody juxtaposes a familiar family narrative and expected Christmas iconography, with the stark reality of a polluted world, boldly ending with Santa tipping a truck load of waste into the sea.
Household takeout: Customers are increasingly concerned about sustainability – next year we expect more brands to take innovative action to make it possible for customers to live more sustainably.
 

BOX OF DELIGHTS
After a year touring the US, the Amazon Treasure Truck has crossed the Atlantic and made its UK debut this month, with stops in London and Manchester. Retail Week editor, John Ryan, commented that other brands could learn from the concept and transform potentially mundane activities into experiences. Ryan advised that “If you want people to come to you, perhaps you should go to them and make a point of the fact that you are doing so”.
 

£20bn lost on returns last year, from products purchased online (Consultancy Clear Returns, 2017)
FESTIVE TRY-BEFORE-YOU-BUY
Walmart | US
Walmart is ramping up customer experience for Christmas, with in store parties aimed to reduce the holiday stress. Santa and ‘Holiday Helpers’ are on hand to demonstrate products, help customers to find items around the store and share curated gift guides. Kids can test-drive toys, that can then be ordered online for home delivery – reducing returns post Christmas.
Household takeout: This simple, low-cost initiative helps customers cut through choice while keeping kids happy. Try-before-youbuy also drives sales conversion through the channel the customer chooses.
 
Images courtesy of This is Soho, Coca Cola and Walmart

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