Valentine’s Day 2020.

Department stores IN-STORE POS DIGITAL ACTIVITY

A cleverly constructed in-store campaign at included playful imagery and a short message, the top line crossed out and the below line offering a more romantic take on DIGITAL ACTIVITY the theme, with the formula repeated across its displays.

The brand’s website focused “The use of real-life stories to on an up-to-half-price offer on bolster its social media content fragrances, while social media helped solidify the image of harnessed a number of real-life Debenhams as a business that’s stories from Debenhams customers, really connected to its customers accompanied by the hashtag and increase that feeling of #DebenhamsTrueLove. brand loyalty.”

James Cannell Chief Creative Officer IN-STORE POS IN-STORE POS

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www.itg.co.uk STORE FRONT DIGITAL ACTIVITY

There was no mistaking the Valentine’s theme at Fenwick this year, thanks to the heart-shaped balloon archway that greeted customers on their way into the store. DIGITAL ACTIVITY DIGITAL ACTIVITY

The homepage of its website outlined Fenwick’s specially curated gift guides, and its social media pages promoted specific seasonal products, as well as appealing to a broad demographic by incorporating Galentine’s alongside the main event. STORE FRONT DIGITAL ACTIVITY

Fortum & Mason approaches each season with a real sense of ingenuity, and that was no different for Valentine’s in its stores, whether it was through the huge heart in the DIGITAL ACTIVITY window or the ‘Chapel of Love’ that customers could visit inside.

The store’s social media pages had a tongue-in-cheek edge to “The idea of tomato ketchup- them, particularly with the ‘saucy’ flavoured truffles might not be to ‘VALENHEINZ’ post to promote its everyone’s taste, but the Heinz collaboration with Heinz through the collaboration served the important Tomato Ketchup Truffles. function of getting people talking about Fortnum & Mason.” As always, Fortnum & Mason put together a special selection of gift Alan Turner Creative Director hampers to coincide with the season, which proved to be a central feature of its website design. IN-STORE POS DIGITAL ACTIVITY

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www.itg.co.uk IN-STORE POS

Love hearts are a Valentine’s staple, but took the simplicity of the idea and turned it into a stunning in-store campaign, with unmissable displays in several different shades DIGITAL ACTIVITY DIGITAL ACTIVITY of red to signpost its seasonal collection.

There was a more refined feel to the brand’s website as the banner showcased a number of high- end products alongside a snappy message.

Over on its social media pages, a number of posts drew attention to specific items, while highlighting its Terrace restaurant and a specially designed menu for two, a further reason for customers to pay a visit. DIGITAL ACTIVITY IN-STORE POS

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www.itg.co.uk OUTDOOR POS OUTDOOR POS

As well as offering Valentine’s Day dining in its restaurant and a variety of special-edition hampers, Harvey Nichols also ran an Anti-Valentine’s Day DJ Brunch where customers could ‘celebrate singledom’.

A series of specifically curated gift guides meant customers on the brand’s website could narrow down “There was a strong sense of their search by picking the category inclusivity to Harvey Nichols’ that best applied to them, while campaign, characterised by the products advertised on its social Anti-Valentine’s Day DJ Brunch media pages were playfully tagged that it ran alongside its special- ‘Gift it (or keep it)’. edition menu.”

Vicki Murcott Business Unit Director IN-STORE POS DIGITAL ACTIVITY DIGITAL ACTIVITY

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www.itg.co.uk DIGITAL ACTIVITY STORE FRONT

Opting to keep things straightforward and on-theme for Valentine’s Day, ’s campaign was simply entitled ‘Love’, characterised by a pink colour scheme and an overload of hearts.

Its social media channels concentrated on promoting a range of beauty products and up to 30% discount on selected fragrances, while the various gift sections on the store’s website helped customers to find exactly what they were looking for. DIGITAL ACTIVITY IN-STORE POS

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www.itg.co.uk DIGITAL ACTIVITY IN-STORE POS

Playing on its upmarket feel, John Lewis’ Valentine’s Day campaign was sharp and refined, with simple in-store signage marking elegant displays of its seasonal collection. IN-STORE POS That sense of simplicity translated to an easy-to-navigate website display, broken into sections such as ‘Gifts For Her’ and ‘Gifts For Him’. “The Valentine’s cart displays Carefully styled photography was proved particularly disruptive a feature of its social media posts, to customers making their along with links to the website so way through the store, but still customers could make a swift maintained the stylish poise that is purchase. John Lewis’ calling card.” Jo Wilby Group Creative Director IN-STORE POS IN-STORE POS

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www.itg.co.uk IN-STORE POS DIGITAL ACTIVITY

Rather than keeping to the traditional palette of red and pink, ’ in- store Valentine’s signage was an array of bright neon colours, with displays set out in typically innovative fashion. IN-STORE POS

The brand’s website banner wished customers a ‘Happy Valentine’s Day’ with gift options carefully placed in the background amongst rose petals, seamlessly melding with the theme.

As well as pushing beauty products to a broad age range, social media posts also drew attention to its collaboration with Moët & Chandon, screening a series of romantic movies and offering a complimentary bottle of champagne with every ticket. IN-STORE POS DIGITAL ACTIVITY

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www.itg.co.uk Valentine’s Day 2020.

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*Information and images within this report are gathered from ITG research, third party resources and materials available in the public domain.