While most retailers counted on deep discounts to navigate the holiday shopping season, new research shows that focusing on inspirational content instead of promotions in 2023 can enhance overall sales by 13% to 31%.
“Our research shows how engaging shoppers with inspirational messaging that retailers can easily deliver through in-store kiosks and mobile devices lead to more purchases than promotional messaging,” said Unnati Narang, an assistant professor of marketing at Gies who specializes in retailing, mobile marketing, and digital platforms.