With Festival Season around, the online marketers’ purchase power & purchase cycle tends to see a change.Festive is a time of the year where users are willing to make a one time purchase of expensive / high AOV products like Cars, Motorcycles, Consumer Electronics, New Furniture.
Even though there is an opportunity for everyone in the market, but advertisers tend to encash the most from selling products with high margin categories which generally comprises of high value products.
In a country like India, where purchase decisions are mostly driven by emotions, the holiday season comes with a big bonus of reminding your customers about the Indian culture by associating it with your products. Festivities provide you a very good opportunity to reconnect with your current and prospective clients or customers. You can plan out effective marketing strategies during the festivals that will help you in making a better connect with your customers or clients.
Ad campaigns for festivals: During festivals like Diwali, Holi and others, develop an innovative ad campaign that highlights your product as a means to celebrate the festivals. Cadbury, for instance came with a new ad campaign for their product ‘Dairy Milk’ during Deepawali through which they tried to put chocolate as a substitute for the Deepawali sweets. And to its contrary, Frito-Lay’s (Pepsico) Kurkure came up with an ad campaign, ‘Muh Kurkure karo’, during the same time, which said that rather than having excess sweets this Deepawali, try the ‘Kurkure’.
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With the increased shopping intent, it becomes very important to pick and choose the product categories which you want to showcase to your customers.While Advertisers like Amazon & Flipkart are seen everywhere on Digital, Offline media, advertisers across verticals don’t leave any stone unturned to grab the customer.
Let’s Look at Some Industry Level Focus Categories which sells the Best during Festivals & you as an advertiser must keep an eye at each categories SKUs.
Surge in impressions for Laptops, mobile, televisions can be seen where users plan to purchase a lot of products during the pre-diwali period, a lot of college freshmen make their first Laptop purchase during this period. Offering student discounts on such products can help in increasing the sales.
High cross sell opportunity – Combo Offers become a must for the Advertisers . Like Laptops clubbed with headphones, offering wireless mouse and keyboards at discounted prices, 50% off on hard disks with a purchase of a laptop could be some of many offers that can be showcased here.
Diwali which is celebrated as the Hindu new year across India, which sees a huge demand for Apparel / Clothing during this period, people tend to buy new pair of clothes and also buy for their families and as gift purpose. However with much severe competition in this segment below mentioned are the factors to be considered.
- Price comparison with rivals
- Offering heavy discounts or clearance sale by the direct competitors
- Offering best customer services by the competitors (availability of new/up-to-date fashionable products)
- Changing fashion trends, style detailing and patterns
- Introducing new fabrics, designs, unbeatable prices and accessories
Traditional wears along with combo offers can be the highlights of the websites, combos of matching dresses for Kids and families can attract more customers.
Dhanteras is always beneficial for the Jewellery clients. We see a huge surge in sales from Gold Coins, 2 days ahead and beyond of Dhanteras
During Dhanteras products like Gold Coins, Rings, Earrings and Pendants are the highest selling products. In Dhanteras 2015, out of 9530 observed jewellery eCommerce transactions majority of transaction chunk was shared among earrings, gold coins, rings and pendants. Details regarding same is given below:
Due to increase in purchasing power, many people buy gold coins as investment option, and pre-Dhanteras we usually see a rise in gold coin related search queries. Having a separate Dhanteras + Gold campaign is a great idea. For gold coins we can also provide fast shipping or next day delivery options.
A lot of renovation and decoration work happen during this time of the year, where people tend to buy new furniture and furnishings for their homes and offices, Today, when everyone is short of time, one looks for a one-stop solution to all their requirements, providing end-to-end services, in this case a complete furniture range and lucrative offers, that a home and lifestyle website can certainly make the best out of.
Diwali marks the time of the year with maximum number of purchases coming in for Consumer electronics, TVs, Refrigerators, Washing machine are some consumer electronics which people change in their households and as the advancement in technology this has become more too frequent, a discount offer on purchasing more than 2 products or similar lucrative offers will certainly help in booming the sales.
Marketing for cookware and kitchenware, since these are goodies people tend to gift during festival, a large part of consumer electronics can be subdivided into kitchen ware electronics, users buy microwaves, blenders , mixers & juicers for their use and also as a gifting items
Growth in number people travelling abroad and taking domestic holidays have increased significantly over the last few years, Diwali has become a time of the year when people get together with their families and plan vacations with them. A lot of travel websites would certainly want to increase their user base during this period. Pre festive offers ( a month back offer cycle start) can help in showing the best travel packages, offers as per family size can lure more and more customers.