The e-commerce and retail space has seen massive shifts in the past three years, forcing brands to accelerate their digital transformation efforts and adopt a more digital approach to business. Naturally, with this shift to digital, the competition in the retail space has intensified
Tailoring special offers and promotions around key marketing days is the perfect opportunity for retailers to increase sales and capitalize on higher revenue growth. However, most retailers and brands will follow the same approach. So how do you stand out and differentiate yourself? The secret to staying one step ahead of the competition is to ensure that you have a solid plan and start sooner rather than later.
Below are some essential tips to consider when planning for key marketing days:
1. Spread the News Early
Most retailers start thinking about their strategy and planning for key marketing days too late. The sooner you start communicating your special offers, discounts and deals to your shoppers, the better. Consider communicating with your existing customers ahead of time, via email, WhatsApp and SMS, sharing special coupons/discount codes for “early-bird” offers.
Ensure your website landing page content is updated and appeals to shoppers. Social Media is a powerful vehicle for getting the word out and doing it fast. Tap into platforms like TikTok and their Creative Exchange to create engaging video content that will capture customers’ interests and ensure you stand out amongst your competitors. Influencers affect purchasing decisions, so ensure you leverage influencers across channels like Meta, TikTok and X to get the word out. Most importantly, make sure you have a compelling offer that will separate you from your competitors.
2. Customer Experience is Important
There is nothing more disappointing than when a well executed campaign strategy and engaging creative with a great offer is let down by poor customer experience. According to Market Research.com: “The customer experience management market in the Middle East and Africa is expected to grow from US$ 482.18 million in 2022 to US$ 1,003.62 million by 2028. It is estimated to grow at a CAGR of 13.0% from 2022 to 2028.”
Retailers must adopt a customer-centric approach to reaching customers at moments that matter with compelling, personalized messaging and offers while ensuring a seamless experience of claiming the special offer in the app or on the website. Research by Epsilon indicates that 80% of consumers are more likely to purchase when brands offer personalized experiences. Whether it’s a campaign on Meta, a lens on Snapchat or TikTok video ads, the overall experience from viewing the ad, landing on the website and completing the purchase, should be a seamless and enjoyable experience.
3. Your Web Properties are Optimised and Personalised
Leading on from the customer experience, we often see that amazing and innovative digital media campaigns are undermined when a website user journey and shopping experience isn’t considered in the planning process. Ensure that your website is optimised, your product descriptions are updated and that landing pages mirror the content customers see in your digital ads.
4. Follow a Multichannel Approach to Your Media Channels
To be successful, retailers need to adopt a cross-channel marketing approach. This ties in with the customer-centric approach, enabling you to reach shoppers on the most relevant and preferred channel throughout the customer journey.
Online shopping is no longer limited to in-store, website and app purchases. Customers now shop from social media platforms and messaging platforms. It’s become a greater necessity for retailers and e-commerce brands to follow an omnichannel strategy, taking advantage of all channels.
According to Omdia’s Media & Entertainment research: “The online video advertising market in MENA is set to more than double to reach 2.3bn in 2027 with more than half of the online video advertising revenues expected from TikTok, Meta and YouTube.”
Now more than ever brands need to follow an integrated approach incorporating social video into video digital marketing strategies.
5. Be Prepared for the Increase in Sales Volumes/Orders
Retailers need to ensure that they are ready to support the increase in sales volumes when promoting special offers on special days by ensuring that they have sufficient stock, have increased staffing and can deliver on the higher demand. It’s vital that you maintain good levels of customer service and this means planning ahead to manage the volume.
Get in touch to learn how Incubeta MENA can improve your brand’s e-commerce growth.