It's the festive season!
Time for exciting offers and lots of purchases!
The cultural vibrancy and palpable excitement of the festive period create the perfect time for E-commerce brands to flourish.
‘E-commerce retailers in India are projected to generate sales of around Rs 90,000 crore during the festive season, marking an increase of 18 to 20 percent compared to last year. This growth is attributed to an estimated 140 million online shoppers who are expected to make at least one transaction during the festive month, according to a report. ‘
To capitalize on this surge in demand and 10x your sales, you need a well-thought-out festive marketing strategy. In this blog, we'll explore the ultimate E-commerce festive marketing strategies that can help you make the most of this season's shopping extravaganza. But before we delve into the strategies, let's navigate the challenges that you must conquer to ensure profitable growth during this festive season.
E-commerce challenges due to surge in demand during the festive season
The festive season brings immense opportunities for e-commerce websites, but it also presents a unique set of challenges that need to be addressed strategically to ensure success. As retailers heavily rely on this season to generate a significant portion of their annual revenue, staying ahead of the competition and optimizing holiday sales are paramount. Let's dive into the key challenges that e-commerce businesses should prepare to tackle during the festive season.
Manage Surges in Web Traffic: Ensure that your website can handle the increased load and deliver a seamless shopping experience.
Increase Average Order Value (AOV): Optimize marketing strategies to boost AOV without compromising on your bottom line.
Escalate CPM Costs: As the cost of impressions (CPM) typically rises during the festive season, find ways to maintain healthy profit margins while dealing with increased advertising costs.
Deliver an Exceptional Experience: Implement strategies to enhance engagement and make shopping more fun to gain conversions.
Ensure Round-the-Clock Customer Support- As shoppers are active at all hours, offering 24/7 customer support and service becomes a necessity.
Top Marketing Strategies to Increase Festive Sales
Enhance website Reliability
Webpage loading speed is the linchpin of online revenue generation, and it directly impacts the user experience. In preparation for a holiday sale, assessing your e-commerce website's stability is paramount. Here are key points to check:
- Design your website and infrastructure to scale seamlessly to accommodate increased traffic during peak periods, such as the festive season
- Conduct load testing to simulate heavy traffic on your website and identify potential bottlenecks or performance issues. Use the results to make the necessary optimizations.
- Scrutinize installed extensions and third-party integrations. Optimize or remove any that could hamper your website's performance.
- Utilize website monitoring tools and services to receive real-time alerts about downtime or performance issues. This allows you to react quickly and maintain reliability.
- Avoid stockouts and fulfill customer orders promptly. A reliable website, combined with ample stock, is the recipe for a successful sale.
Promote Festive marketing to increase AOV
The festive season is a prime opportunity for E-commerce businesses to boost sales and engage with customers on a deeper level. To maximize the impact of your festive marketing and increase the AOV, consider implementing the following strategies:
- Launch Festive-Specific collections in advance. New product launches typically yield a significantly higher return on ad spend (ROAS) than existing collections. Give your new collections a distinct identity by naming them after the festivals they are aligned with, such as a "Diwali Collection" or "Winter Collection."
- Include product prices in your ad copies to pre-qualify the audience, attract potential buyers genuinely interested in your offerings, and ensure that ad clicks lead users directly to the product pages. Streamlining the path to purchase minimizes friction and increases conversion rates.
- Run discovery ads on YouTube to build awareness before the festive season. Discovery ads are similar to social media feed ads, but they often come with lower Cost Per Click (CPC) rates.
- Boost your average order value (AOV) by offering festive combos, enticing customers to purchase more items. Consider creating combo packages that align with the festive theme.
- Maximize conversion rates by showcasing sponsored products through Google's smart shopping campaign, targeting high-intent audiences. Optimize your campaign for maximizing conversions without specific ROAS targets to tap into intent-driven traffic and increase your chances of successful conversions.
- Launch mid-funnel campaigns, optimized for landing page views, in the 3-5 days prior to the sale. Construct a cost-effective funnel with LPV-optimized campaigns, featuring full-priced and sale-coming-soon ads. Exclude previous brand-engaged audiences to target new customers, with typical CPCs ranging from INR 4 to 8 on Facebook and Instagram.
Escalate CPM costs
To escalate CPM (Cost Per Mille or Cost Per Thousand) costs, you essentially need to increase the cost of advertising per 1,000 impressions. This can be useful in specific scenarios, such as targeting a more exclusive or niche audience or aiming for higher visibility.
- Opt for premium ad placements on platforms with a more affluent or targeted user base. Strategic ad positioning on these platforms can increase visibility and engagement, enticing advertisers.
- Improve your audience targeting capability by incorporating various ad formats, such as video ads or native ads, which often command higher CPM rates due to their interactive nature and seamless integration.
- Partner with multiple ad networks and exchanges. This can create competition among advertisers, potentially leading to increased CPM bids.
Deliver an Exceptional Experience
Delivering an exceptional online shopping experience involves meticulous attention to detail. When customers find the experience enjoyable and hassle-free, they are more likely to become loyal patrons and brand advocates, ultimately driving the success of your e-commerce venture.
- Use festive-specific overlays to grab users' attention and enhance Click-Through Rates (CTR). Implement Strikethrough overlays to emphasize discounts and image/frame overlays for higher CTRs. Tailor overlays to specific categories, like "Gifts for Him" or "Gifts for Her," to align with smart ad campaigns.
- Recognize that during festive periods, customers are inclined to purchase high-value products. Concentrate on promoting these items rather than lower-priced products. Create a product set of high-value items and launch Catalog sales campaigns, utilizing "Value Optimization" to maximize Return on Ad Spend (ROAS)
- Utilize contextual coupon codes, such as "RAKHI10" or "DIWALI20," to create a sense of urgency and relevance. Ensure the coupon code prominently features on the website's top banner and product pages. Incorporate the code into ad creatives to drive higher transaction rates. Stick to the festival theme, include an end date, and watch the engagement soar.
- Simplifying the checkout process is a surefire way to reduce cart abandonment rates. Minimize the number of steps, offer guest checkout options, and integrate multiple payment gateways for convenience. Furthermore, transparency in pricing, including shipping costs and taxes, prevents unpleasant surprises at checkout.
- Leverage customer data and preferences to provide personalized product recommendations. This not only improves the shopping experience but also increases cross-selling and upselling opportunities.
Ensure Customer Support
Remember, the E-commerce landscape is a very competitive and round-the-clock market. If you are not available for your customer, someone else will be! Providing support during their preferred hours enhances their overall shopping experience, escalating your conversions.
- Make customer support easily accessible with Live chat, email, and phone support options. Promptly address customer inquiries and concerns to build trust and satisfaction.
- Encourage customers to leave reviews and provide feedback. These insights are invaluable for understanding customer preferences and improving the overall shopping experience.
- Offer flexible shipping options and a hassle-free return policy. Transparency in shipping timelines and return procedures reassures customers and minimizes post-purchase anxiety.
As already discussed, E-commerce is a very competitive and round-a-clock industry. You cannot expect a high surge by handling everything manually. Automation is the key to freeing up your time and resources, allowing you to invest more in planning and decision-making. Kartapult is your go-to automation ad management tool, streamlining the process of creating and optimizing ads across various platforms. With Kartapult, you gain the power to efficiently manage your digital marketing campaigns, access real-time insights, and make data-driven decisions. This all-in-one solution is designed to help businesses of all sizes enhance their online advertising efforts, ensuring maximum reach and ROI with minimal effort. Say goodbye to manual ad management and hello to the future of digital advertising with Kartapult.,