By – Triton Dsouza, VP – South East Asia, Netcore Cloud
As the holy month of Ramadan approaches and Muslims worldwide prepare for a period of spiritual reflection and fasting, it has also been observed as an ideal opportunity for brands to effectively engage with their customers and also boost revenues.
However, in today’s fast-paced and highly competitive business landscape, traditional campaign-centric approaches are no longer sufficient to stay ahead of the curve. To truly succeed in the current market, savvy marketers understand the importance of leveraging seasonal events, such as the holy month of Ramadan, to drive sales and engage with customers in a more meaningful way.
With this in mind, I have compiled a list of cutting-edge technology tools and strategies that e-commerce brands should seriously consider in order to capitalise on this opportunity and boost their sales during this important time of year.
Maximize the power of Emails
The emergence of AMP Emails/Interactive emails has revolutionized the way businesses can interact with their customers, allowing them to complete transactions directly within the email itself.
Additionally, AMP Emails/interactive emails offer exciting possibilities for customer engagement through interactive elements such as games and quizzes, which can be used to incentivise participation and offer rewards such as discounts and promo codes.
By also utilising email to solicit post-purchase surveys and feedback, businesses can gather valuable insights into customer experience and areas for improvement. The potential for leveraging email marketing during Ramadan and beyond is enormous, providing brands with a powerful tool to reach and engage with their customers like never before.
Customise search results to discover suitable products
In today’s hyper-personalisation era, catering to users’ individual preferences has become a critical aspect of any brand’s digital presence. The brand’s website or app must be equipped with search personalisation capabilities.
63% of users stop buying from websites/apps that do not offer tailored and contextually-relevant search results to users. Search personalization will not only enhance the user experience by reducing search effort, but it also increases engagement and retention by suggesting attractive products based on their search history or prior purchases.
Nudge users with new product categories
As the holy month of Ramadan unfolds, there is a surge in demand for various products that are commonly consumed during this time. Brands can capitalise on this by identifying these items and creating distinct categories on their website and app.
By using a range of tactics such as contextual nudges, spotlights, and feature flags, brands can capture users’ attention and guide them toward these new categories. This not only simplifies the user’s experience by making it easier to find what they’re looking for, but it also enhances satisfaction and the potential for repeat business.
By streamlining the process of product discovery till the checkout step, brands stand to achieve better retention and a competitive edge in the market.
Making the most out of automation:
One effective way for brands to engage customers and drive sales during Ramadan is through targeted messages using an omnichannel approach. Brands can use enticing calls to action (CTAs) to encourage customers to visit their platforms and browse their products.
Automation can also be used to send reminder messages to customers who drop off during the mid-stage of their buying journey, encouraging them to complete their purchase. By leveraging these messaging strategies, brands can maximize the impact of their Ramadan marketing campaigns and achieve their sales targets.
Post-purchase messaging is another opportunity for brands to engage with customers and drive sales. By automating messages that cross-sell complementary products based on the customer’s previous purchase, brands can increase the average order value and drive more revenue.
Feedback requests can also be sent via messaging, allowing brands to gather valuable insights into customer experience and build stronger customer relationships. By utilizing these messaging strategies, brands can improve the overall shopping experience for their customers and increase customer loyalty.
To create a sense of urgency and encourage customers to make purchases, brands can offer exclusive discounts and time-limited offers. App-push and web-push notifications can be harnessed to notify customers of these offers, taking them directly to the relevant page.
At the checkout page, cross-selling and up-selling strategies can be used to increase the order value and drive more revenue.
By ensuring a seamless shopping experience on the app or web, brands can significantly enhance customer satisfaction and delight, encouraging customers to return and bringing in more customers through word-of-mouth marketing.
Incentivising customers with rewards and convenient shopping experiences also drives impulse buying, making customers more compelled to make purchases immediately.
As businesses look to tap into the sizable Muslim market in Southeast Asia, it’s important to recognise that technology alone is not enough.
Rather, it’s critical to understand the unique priorities and values of this consumer base – which includes a strong desire to support charitable causes through donations.
By providing a platform on their website that facilitates such donations, businesses can establish a deeper connection with their customers and showcase their empathy and commitment to social responsibility.
Moreover, given the significance of food during the holy month of Ramadan – particularly the daily breaking of the fast – brands can leverage this opportunity to offer relevant products and services that cater to this important cultural tradition.
As such, it may be a wise move for brands to focus on promoting food-consumable products that align with this important aspect of the holiday.
By keeping these considerations in mind, your brand can effectively connect with the Muslim community during Ramadan and establish a stronger, more meaningful relationship with this valuable audience.
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