For those who celebrate Christmas, it’s often the busiest time of the year. Whether you are a consumer or a retailer, it’s all about planning ahead and making sure that everyone and everything is ready and leading up to the grand finale: Christmas Day.

According to PwC’s Holiday Outlook 2024, shoppers in the U.S. plan to spend approximately $1,638 on gifts, travel, and entertainment this holiday season, marking a 7% increase from 2023. The research also shows that consumers are eager to embrace both digital innovations and traditional in-store experiences throughout the shopping journey.

This aligns with the broader trends in the retail industry, as the dynamics for both retailers and consumers shift towards a more digitalized experience. PwC’s Holiday Outlook 2024 concludes that, based on a survey of 4,000 consumers about their plans and priorities for the holiday season, 2024 will be defined by strategic spending, personalised experiences, and technological integration.

At Lobyco, this is exactly what we’re passionate about. Our goal is to help retailers stand out in the digital landscape, drive more traffic, and build stronger customer loyalty. During the retail peak of the year, it’s all about how you—as a retailer—can win Christmas.

So, welcome to our series ‘Winning Christmas’, where throughout December, we’ll spotlight some of our clients and show how they use our solutions and technology to stand out and succeed in this busy season. Each week, we’ll provide insights into the features our clients leverage to increase traffic and boost sales.

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Tokmanni

Tokmanni is a Finnish retail company founded in 1989 and headquartered in Mäntsälä. It is Finland’s largest discount store chain and the only nationwide discount store chain, with more than 200 stores across the country. Tokmanni Group employs over 6,000 people in Finland, Sweden, and Denmark.

The collaboration between Lobyco and Tokmanni began in 2022 when Tokmanni was searching for an app provider, which led them to Lobyco. This partnership has since become a success with more than half a million users of their app, creating value for customers while driving traffic to the stores.

Plans for ‘Winning Christmas’

Tokmanni has a comprehensive strategy for running and promoting their Christmas campaigns. They are focused on building and maintaining customer loyalty through engaging app features while planning to reward loyal customers. Tokmanni is also organizing a Christmas parade in two cities to promote the app and encourage more downloads. QR codes on promotional leaflets are used to facilitate app downloads, combining online and offline strategies to enhance brand awareness. Tokmanni’s key objectives for the app are:

1. Daily Engagement: Each day in December, the app will offer daily coupons with various savings and promotions.
2. Broad Assortment of Possibilities: In addition to offering ‘SUPER coupons’ for everyone to win, Tokmanni rewards their most loyal customers with the best promotions, while maintaining the relevance of daily engagement through multiple daily and weekly coupons.

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 The Daily Super Coupons are not a new concept fo Tokmanni. When planning their Christmas campaign, they aimed to build on the success of this tool. In the summer, Tokmanni introduced Daily Coupons for daily offers, which have been a massive success since their launch. Customers have been activating offers much more frequently in the app, while the 'Super Coupon' has been activated more than twice as often as the average coupon. So, to keep the momentum going, Tokmanni wanted to adapt this successful concept for the Christmas season.

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Last week, we showcased how Coop Denmark is using gamification to run their Christmas campaigns. Tokmanni, however, has taken a proven feature—App Coupons—and made it a key focus within their app features during Christmas. You don’t always need to implement new games to engage customers; when you know what works and keeps customers engaged, it’s good to keep the momentum going. Rewarding customers with digital coupons is an effective way to maintain loyalty, especially during the holiday season.

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By using Lobyco’s tools, Tokmanni is well-prepared for the busiest retail season of the year. This approach takes the pressure off creating new mass promotions with uncertain outcomes. Instead, Tokmanni knows who their customers are and what they want, allowing them to plan daily and weekly coupons in advance. This strategy helps drive traffic to their stores and engage customers through personalisation, loyalty programs, promotions, and gamification.

This concludes the second article in our ‘Winning Christmas’ series. Next week, we’ll return with insights on how Samkaup is using our features and solutions to win Christmas in the Icelandic market.

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