Review: Festive Marketing Campaigns to Build Customer Loyalty for 2022

Understanding how your customers behave during the holiday season is essential if marketers want to retain them, says the author

October 21, 2022 09:55:00 | Article | Mukesh Vij

The festive season in India is a time for brands to connect with their customers and roll out compelling marketing campaigns to promote their products. And this year has been a bump for e-commerce platforms and POS with the influx of customers making major purchases. According to reports, online retailers made approximately $5.7 billion in festive purchases in the last ten days of September alone, a whopping 27% year-over-year growth.

Offline sales are also seeing a surge this year after two years of restricted mobility. All in all, consumers and markets seem to have been prepared for nothing less than an extravagant celebration. This makes the holiday season a great opportunity for brands to find new customers and increase brand awareness and loyalty.

Companies are already capturing positive customer sentiments with their personalized marketing campaigns and other promotional offers. Still, it will be difficult for brands to turn them into loyal customers beyond the holiday season sales.

Reports suggest that approximately 76% of customers are influenced by advertisements when making a purchasing decision, while 49% are influenced by offers and discounts. Although there is a lot of excitement in the market, most Indian customers tend to switch brands, with around 53% of them being brand neutral. And to capture the attention of loyal customers and buyers, businesses need to look beyond typical marketing strategies.

Decipher your customers

Understanding the behavior of your customers during the holiday season is essential if marketers want to retain them. Over the past two years, shoppers have changed not just where and how they buy, but also what they buy and why.

Most customers are looking for convenience in the battle between online and offline. This need for comfort also goes through the shopping experience, with no room for clutter. For brands, this means access to information and transparent transactions.

People have also started paying more attention to brand stories and their mindset. They ask questions about ethical practices and demand accountability to engage with the brand in a meaningful way.

Brands can win over their customers by being more transparent, authentic, relevant and trustworthy. You can earn people’s loyalty when they can identify with your mission and stories. For example, Ben & Jerry’s value page shows that they are hyper transparent about how they do business and the causes they support.

All in all, whether it’s fashion, FMCG, real estate or jewelry, there should be no effort to understand brands’ customers in order to attract them to their offers for the season. and turn them into loyal customers.

Create clear incentives for your customers

Buyers tend to have a sense of urgency, compelling them to make a purchase when they think something they need or want will sell. To benefit from this behavior, brands offer significant discounts on prices at this time of year.

When creating your festive marketing plans, be sure to entice buyers to make a purchase with you, offline or online. At the same time, be aware of the fine line between discounts and building a long-term relationship with your customers. There’s no point in devaluing your brand so much that people believe it’s cheap and never coming back.

Don’t make the mistake of looking at the holiday season to make income alone. It’s also about connecting with your customers and making sure they’ll come back to buy, even out of season. And brands can achieve this by making customer retention a priority in their festive marketing plans.

This is especially true when visitors to your store or website during the holiday season are a healthy mix of returning customers and new customers. Remember to consider both when making your plans.

Work smarter, not harder

While you may want to replicate your competitors’ strategies, no marketing effort is equal. The key to a successful holiday marketing campaign is knowing your business and your customers. It goes beyond your digital content and preparations. Make sure everyone in your business, from customer service to the dispatch team, is equipped to handle orders and additional visitors.

Last-minute planning is probably one of the most common mistakes brands make during the holiday season. Launch these campaign ideas while being ready to react quickly if things don’t go as planned.

The Indian holiday season can make or break revenue targets for almost any B2C and S2C brand. And changes in customer expectations coupled with a constant stream of new competitors will make it harder for them to succeed. However, there are steps you can take in advance that will help you position yourself above the rest during festivals and build customer loyalty.

By considering your customers when planning your festive campaigns, you can establish the lifetime value of your brand in their minds. Thus, the holiday season will not be the busiest time of the year but also the most profitable.

(The author is the founder, Hashtag Orange.)

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