Welcome back again readers to our popular segment #MarketSpotlights, an interesting series brought to you by Team BUSFAM, an expert social media marketing agency. Today we will explore how Diwali offers a unique opportunity for e-commerce brands to connect with their target audience and make their shopping more delightful.
Diwali is one of the significant festivals in India celebrated with great fervour and has become the shopping season for a large audience. Every year, several e-commerce brands come up with marketing strategies to engage shoppers in the most captivating ways.
As these brands embrace the spirit of Diwali, they not only focus on selling their products but rather create a memorable experience to connect with the customers, making online shopping more delightful for the buyers.
So, let’s understand how brands leverage the power of compelling campaigns to persuade shoppers to buy their products.
During the festive season, e-commerce brands invest heavily in their advertising campaigns. They offer a plethora of discounts and offers for a limited period to create a sense of urgency for the customers to shop early and maximise their savings.
These offers are given across categories like clothes, jewellery, electronics, home decor, and makeup. The campaigns go beyond just giving sales pitches; rather, the brands engage in storytelling to highlight the joy of gifting and tap into the emotional connection of the consumers. For instance, online shopping platforms like Amazon, Flipkart, Myntra, Nykaa and many such brands feature special discounts and exclusive launches to generate excitement.
You will also find that many of the e-commerce companies host contests and quizzes to encourage user participation, which ultimately results in increased brand engagement.
Besides offerings, these brands also undergo a festive transformation to make shopping more engaging and enjoyable. They incorporate visually appealing elements like Diwali-themed graphics, images and decorations to create a festive atmosphere that can resonate with the target audience.
A brand called Snapdeal even enhances the shopping experience by sending personalised Diwali greetings and offers to its email subscribers based on their previous buying history.
FabIndia, a brand renowned for its eco-friendly and sustainable products, seizes the opportunity during Diwali to highlight its commitment to eco-friendly practices and encourages consumers to make conscious buying decisions that align with the brand’s values.
During festive occasions, the brands also ensure seamless delivery, especially during the Diwali rush. Most of them try to deliver their products within the same or the next day to make sure that the customer receives their products on time. Clear communication regarding the shipping details is made so that they can have a memorable Diwali experience.
The shift from traditional shopping to online platforms has caused a major change in the shopping experience of buyers. When brands offer discounts based on the past purchasing history of the customers, it shows that they understand their audience, which not only drives engagement but also fosters loyalty.
Content and quizzes are also a smart move to create a sense of community around the brand and increase its visibility. Tapping into the emotional connection of the consumers and reminding them of the celebration often makes the promotions more genuine and relatable. Moreover, the bright visuals create a lively atmosphere and uplift the shoppers’ mood and bring in more customers. All the strategies employed by e-commerce companies have greatly increased their popularity as well as their sales, forming a long-lasting relationship with the audience.