Different from previous years, because under the influence of inflation , consumers are expected to extend their shopping time or reduce their spending, brands no longer rely solely on one-day sales when thinking about marketing activities during the festival, but need to comprehensively consider before and during the period. , warm-up, explosion, and continuation strategies in the later period, let MarTech tools boost digital sales.
Looking at Clarins’ digital marketing strategy during the Double 11 shopping period, Double 11 or before Christmas is a good time to stimulate shopping momentum. Increasing incentive delivery can accelerate the conversion of hesitant customers and create revenue for the brand before the shopping period. During the week of the shopping festival, if the belarus mobile phone number list brand has already offered a full product portfolio or discounts, it should reduce the delivery of coupons to allow hesitant customers to switch based on the existing discounts. After the festival period, incentives can be increased to lock in hesitant customers again and continue the consumption momentum.
Appropriate discount incentives can make consumers feel "good value for money". In the future, how to use discounts in a timely manner to stimulate consumption during festivals will be the key to brand sprint and continued sales!
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Figure 3: The conversion strategies and results of hesitant customers of Clarins, a beauty care brand, before, during and after shopping festivals
After the festive promotions are over, brands must think about their next steps if they want to ensure continued profits and sustainable operations in the future. First of all, brands can start with new mailing list contacts, social media fans, or consumers who have left future contact information in other forms during the festival period, allowing marketers to be creative and think about how to attract people who have visited or visited the site during the festival period. Consumers who consume continue to interact with brands.
Social media provides a channel for instant interaction, but it also increases the complexity of interaction. Nowadays, brands no longer need to worry about how to reach their audiences, but must rack their brains to think about how to attract and continue to interact with their audiences in the ever-changing world of social media without boring them.