Littlewoods is creating a series of GIFs to seed on social media to help shift stock of products earmarked by weekly trading meetings.
The festive ‘six second savers’ are targeting mums and will be created immediately following the weekly trading meeting after the sales team have identified which products need additional marketing support.
GIFs are being created by content agency Kameleon and are tailored for mobile devices as Littlewoods’s seeks to capitalise on the explosion of m-commerce.
One of Littlewoods’ GIFs
Littlewoods parent company Shop Direct revealed last month that mobile accounted for 44% of online sales during the year to June 30, rising to 52% for the first quarter of its new financial year and compared with 27% for 2012/2013.
The GIFs will run through to Christmas and will be increased around key shopping dates including Black Friday and Cyber Monday.
‘Six second savers’ will be supported by marketing content including ‘Kids Know Best’ – online reviews of products by children – and ‘gift rapping’ content, which will involve children rapping about Christmas.