Edcon aims to win hearts and reap rewards in peak season
Edcon says it has implemented targeted initiatives for the peak season in a bid to lure customers back through its doors. The season, which runs from October to December, is driven by holiday and back-to-school shopping. Edcon has historically generated a third of its annual sales in this quarter. The initiatives that SA’s biggest nonfood retailer is punting include increasing cosmetics sales through promotional campaigns, securing special stock for the festive season and driving credit account openings. But Edcon is in for a bruising battle as many retailers are arming themselves in their fight for customers. Boston Consulting Group partner and MD Stefan Salzer said intense retail promotions were already under way and consumers would probably bite after having delayed their spending until now. "The retailers will be looking at catching sales they haven’t been able to get all year.
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