Festive sales, why is it the time to list your business online?
India is the land of festivals. It is also a land of opportunities for brands and businesses to take advantage of these festivals and significantly impact their audiences. Festivals evoke various emotions that make people plunge into new things and experiences. It’s no surprise that marketers worldwide eagerly await the festive season as they have plenty of time to incorporate various associations of Indian festivals into their brand communications. Although the festive atmosphere here is never out of season, it’s this time of year that everyone looks forward to the most.
But with the advent of shopping-driven e-commerce, customers are still spoiled for choice. To complicate matters further, endless discounts and other sales entice customers to seek more satisfaction regarding a brand’s services.
So how can we ensure that your brand stands out and takes advantage of India’s busy festive season? While brands can overthink and overcomplicate this opportunity, the answer is simple: stick to the basics with personalization and innovation.
The first step is to not approach them during the peak of the season, preferably before the holiday season, to get them interested in your brand long before your competitors. Showing customers why they should buy from you regardless of the holiday season, and tailoring your offers to the peak holiday season, can make you a timeless brand in the eyes of your customers. To do this, listen to customer expectations throughout the year and during the holidays, playing with party colours, themes and stories for better personalization. A great example of an evergreen brand is “Cadbury”. It has always been based on the idea of ’the joy of giving, and during the festive season, the ‘Cadbury Celebrations’ have made the festival even more special with their boxes of chocolates.
As mentioned earlier, let’s start with the basics. Leverage your existing strengths while working on them, even during the holiday season. Aligning the nature of the festive sale with your brand is a great positioning strategy because customers already recognize you that way, and enhancing your role in the festival will only draw customers to your brand. For example, India’s festive season is not complete without sweets and gifts. Brands like “Haldirams” and “Bikanerwala” offer holiday-specific packaging, gift baskets, and even special menus on occasions like Navratri. While this customization can be complicated for other food brands to integrate, it gives these Indian brands a competitive edge.
Next, keep your discounts and offers simple and straightforward. Big, bold posts can be repetitive, but it works. If you are on a tighter budget, as we know most businesses have suffered during the pandemic, try targeting a smaller audience and significantly impacting them. Knowing where your (focused) customers are and spending smart to attract them is another effective way to use your budget. Customers often seek variety and offer facilitated by multi-brand stores. To break up the clutter between brands in the same category, companies should redirect their spending towards display and interaction in retail and online instead of buying celebrities. , TVC and print advertising.
MOBILE PHONE SALES IN PRESENT FESTIVE SEASON SALES
During the festival period, nearly 60 to 70 thousand mobile phone units were sold on Flipkart, Amazon and other e-commerce platforms. Fashion was the second best performing category, reaching sales of Rs 5,500 crore.
The Navratri pre-season sale is an important event for Indian e-commerce companies Flipkart, Amazon, Meesho and others. In the first four days of this year’s sale, the e-commerce platforms sold 1,100 mobile phones per minute, for a total of Rs 11,000 crore sales, according to a private company report.
About 60-70 lakh mobile phones were sold in 4 days, and this category has seen a 10x growth in Gross Merchandise Volume (GMV) to capture a large share of e-commerce sales death. “Mobile continues to do well thanks to upgrade programs and new launches backed by value offerings. RedSeer said high-end phone models like the iPhone 12, 13, and OnePlus had driven mobile sales on major e-commerce platforms. The fashion category was not to be left behind, which saw a 4.5x jump in daily average GMV to clock Rs 5,500 Cr worth of sales in four days. “Fashion continues on its growth journey fuelled by the consumer need for wardrobe improvement,” according to the report. “There is a growing wave in Tier 2+ cities driven by the adoption of new commerce and curated offerings for the targeted customer,” it added.
Overall, the average daily GMV of e-commerce portals increased 5.4x during this festive sales period, with an estimated 50-55 million online shoppers nationwide making a purchase. . E-commerce platforms recorded sales of Rs 24,500 crore or $3.5 billion, contributing 60% of the expected GMV to the 1st Festival Sale.
“The first four days of last year contributed 59%, signalling a better-than-expected start to the holiday season this year,” said RedSeer.
The first sale of the festival includes Flipkart’s “Big Billion Day Sale,” Amazon’s “Great Indian Festival,” Meesho’s “Mega Blockbuster Sale,” and other seasonal sales across fashion commerce platforms. Such as Nykaa, Myntra and Ajio. E-commerce marketplaces typically host up to three sales rounds leading up to Diwali. Sanjay Kothari, the affiliate partner at RedSeer, explains: “The first of these is often the largest and accounts for more than 50% of sales during the holiday season.
