Beyond the Binder: Driving Results During Holiday Through Better Store Communication

Zipline’s ultimate guide to moving your store communication into the 21st century during the time of year when it matters most.

November 5, 2021

Retail is bouncing back after a strange 2020 holiday season. The National Retail Federation predicts that Holiday sales for 2021 are expected to increase by 8.5 – 10.5% over 2020. “While ecommerce will remain important, households are also expected to shift back to in-store shopping and a more traditional holiday shopping experience,” says NRF.

This is either really good news or really terrifying news, depending who you ask in a retailer’s hierarchy. On the one hand, a bright outlook for the upcoming holiday season means profitable sales are in the bag. On the other hand, a surge of in-store shoppers could mean headaches for unprepared frontline teams.

This is where store communication comes in. A solid strategy can mean the difference between stocked shelves and unhappy customers; between sanitized surfaces and stores in disarray. Using communication to set the right expectations ahead of time will empower your store teams to provide the best holiday shopping experience possible. 

Historically, we’ve seen retailers attack holiday store communication with (misplaced) vigor – pouring every ounce of insight, energy, and information into a giant binder and shipping it off to stores. But with Holiday 2021 spending poised to shatter previous records, we’re urging retailers to trade their traditional holiday communications strategy for a more modern, agile approach.

That’s why we created this resource: Beyond the Binder – Zipline’s ultimate guide to moving your store communication into the 21st century during the time of year when it matters most. The information below will set your communications strategy on the right path, guaranteeing better store execution, higher employee engagement, and more profitable sales.


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