If you think Diwali is the festival of light you are only partly right because Diwali is also the festival of shopping. According to YouGov, “59% of urban consumers said that they will shop this Diwali, compared to only 39% who will shop during big online sales”.
This means that the countdown to Diwali is also a countdown to shopping sprees! For D2C brands, this is the perfect time to roll out the red carpet for potential customers. With everyone in the mood to splurge, how can you make sure your brand shines brighter than the rest? Let’s dive into detailed analysis and effective strategies to attract Diwali shoppers to your D2C brand.
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Diwali shopping trends and customer behaviour
According to InMobi’s 2023 report, Indian festive shoppers can be classified into three main categories:
source: Inmobi
The unplanned shopper (19%)
Unplanned shoppers make spontaneous purchases without prior knowledge or planning about the product or the brand. This segment is nearly evenly split between genders and age groups, suggesting that brands can attract a diverse range of customers with the right strategies. Effective engagement and promotions can encourage these shoppers to explore your brand.
Category explorers (63%)
Category explorers know about the product they want to shop for but they are not necessarily loyal to a specific brand. They actively seek out what they need, and if your brand meets their requirements during their exploration, they are likely to make a purchase. Understanding their preferences and showcasing your products effectively can capture their interest.
Brand lovers (18%)
Brand lovers are loyal customers who prefer specific brands. They make up 18% of the festive shopper segment. This group values brand reputation and consistency, so maintaining high-quality products and customer service is essential for retaining their loyalty during the Diwali shopping season.
The good news is that a significant percentage of Indian festive shoppers belong to the first two categories. With the right strategies and execution, you can successfully attract these customers to your brand by taking the appropriate steps.
Festive discounts and offers
Festive discounts may seem like an obvious choice, but if executed correctly, they can significantly boost your Diwali sales. Think like a shopper: what drives you to make a purchase during Diwali? Discounts right?
While you might worry about profit margins, there are ways to offer discounts without sacrificing too much on profits:
Minimum purchase discounts
Rather than a flat 50% off, offer discounts based on a minimum purchase. This approach encourages shoppers to buy more products from you.
- Encourages larger purchases: Customers are motivated to add more items to their carts to qualify for the discount, increasing their overall spending.
- Creates a sense of value: Shoppers perceive they are getting a better deal by saving on their larger purchases, enhancing their satisfaction with the shopping experience.
Buy X, get X free
“Buy x get x free” makes customers feel like they’re getting 50% off by purchasing your products, enhancing the perceived value.
- Perceived value boost: Customers feel they’re getting value for their money.
- Encourages trial of new products: Including free items can introduce customers to new products, increasing the chances of future purchases.
Freebies
Offering freebies is a clever tactic, customers love the feeling of receiving free products. Choosing freebies is entirely up to you it can be a low-margin item or a new launch you want to introduce to your customers.
- Enhances customer satisfaction: Receiving a free product makes customers feel valued, improving their overall shopping experience.
- Promotes new products: Freebies can serve as an introduction to new items, encouraging customers to try them and potentially leading to future purchases.
Promo codes
You can utilize promo codes to encourage purchases, creating a personalized shopping experience.
- Encourages immediate action: Promo codes can create urgency, motivating customers to make a purchase before the code expires.
- Trackable metrics: Promo codes allow you to measure the effectiveness of your campaigns and adjust strategies accordingly.
Limited-time sales
Instead of running month-long sales, opt for short, limited-time offers to generate excitement.
- Creates urgency: Short sales encourage customers to act quickly, reducing the chances of cart abandonment.
- Boosts conversion rates: The fear of missing out (FOMO) can lead to higher conversion rates as customers rush to take advantage of the deal.
Influencer marketing
We know that you are tired of hearing that influencer marketing is the secret sauce to drive sales, but during Diwali season it is one of the most important things that you can do to boost sales. Let’s discuss how to do it right!
Choosing the right influencer
Selecting the right influencer may seem straightforward, but many brands often miss the mark. Let’s discuss what it truly means to choose the right influencers.
Brand alignment
Imagine you run a home decor brand and decide to collaborate with a fitness influencer. While they may have a large following, their audience isn’t looking for home decor advice from that particular influencer. This misalignment means their followers are unlikely to purchase your products.
Demographics
If you are an Indian brand that only sells and delivers within India, collaborating with influencers whose followers are primarily based in Sri Lanka or other countries won’t be beneficial for your brand because their audience is not your target customers.
In the same way, it is essential to consider the age range and gender distribution of an influencer’s audience. For example, if I sell feminine hygiene products, partnering with a female influencer who has a predominantly young female following would be a smart choice.
Competition
Influencers who have recently worked with your competitors should also be avoided for collaboration. Their audience may be less receptive to your brand if they have just promoted a rival product.
Repurposing influencer marketing
A successful influencer campaign doesn’t end after posting; it’s essential to repurpose the content to enhance your marketing efforts.
Use on your website
Leverage the content created by influencers on your website to showcase your products and boost your offerings. This can enhance credibility and attract potential customers.
Use in performance marketing
Influencer marketing is increasingly used in performance marketing strategies. If you have the budget, utilize this content to drive targeted campaigns that can yield measurable results.
Add promo codes
Don’t forget to include promo codes in your influencer marketing initiatives. This not only incentivizes purchases but also helps you track the effectiveness of your campaigns
Optimize your website for Diwali
With all the discounts, offers and marketing do not forget to optimize your website for Diwali. The user experience is important and it can boost or decline your sales in the end, here are some of the things to keep in mind.
Festive theme
Update your website with a Diwali theme that reflects the festive spirit. Use vibrant colours, traditional motifs, and festive banners to create an inviting atmosphere.
Mobile responsiveness
Ensure your website is mobile-friendly. Many shoppers browse and shop on their mobile devices, so a seamless mobile experience is essential.
Easy navigation
Simplify your site’s navigation to make it easy for customers to find products. Organize categories clearly and include a search bar for quick access.
Highlight promotions
Feature Diwali-specific promotions and discounts prominently on your homepage. Ensure that any special offers are easily visible to attract shoppers.
Secure checkout process
Optimize the checkout process to be user-friendly and secure. Offering multiple payment options can also enhance customer convenience.
Ensure customer service
Providing basic customer service during the Diwali season is essential to enhance the shopping experience.
Responsive communication
Ensure quick response times to customer inquiries and complaints. Aim for prompt replies, especially during peak shopping times.
Order tracking
Provide customers with easy access to order tracking so they can monitor their purchases. This transparency builds trust and keeps customers informed.
In conclusion
Implementing these strategies will help you outshine competitors and attract Indian festive shoppers to your D2C brand. While these tips are perfect for Diwali, they work year-round. The more consistently you market and promote your brand, the more customers you’ll attract during the festive season!
