Insights From Attire Group (Sanjeev Nichani, Head of CRM and Loyalty)

Editor’s Observe: Persevering with with our particular version of Ramadan Bytes, the place entrepreneurs from recognized manufacturers within the area share their ideas on Ramadan 2023 and the modifications they anticipate.

On this marketer highlight, we chat with Mr. Sanjeev Nichani, Head of CRM and Loyalty at Attire Group, and perceive his ideas on Ramadan 2023.

Please share a quick about your background and your position at Attire Group.

My identify is Sanjeev Nichani, and I’m presently the Head of CRM and Loyalty on the Attire Group the place I run the Membership Attire loyalty program. This system is legitimate throughout 7 nations, over 75 manufacturers, and over 2000 shops. My background has been within the loyalty area, the place I’ve run applications throughout Retail, Hospitality, and Banking.

How do you anticipate this yr’s Ramadan Season to be? Are you observing any new developments in 2023 in comparison with 2022?

2022 was when a lot of the protocols across the pandemic started to be relaxed. There was quite a lot of pleasure and enthusiasm since celebrations have been, after a very long time, going again to what was regular.

The highest developments that we observed have been:

1. 1. On-line Content material was in Focus: Customers have been searching for inspiration on-line, whether or not from content material creators, influencers, and types. This led us to create and ship extra content material throughout channels.
   2. Willingness to Experiment Remained Excessive: Customers have been most open to making an attempt new manufacturers throughout this era. Consequently, we created content material and communication across the model introduction and discovery, and these belongings had excessive engagement charges.
   3. Shopper Most well-liked a New Channel: WhatsApp as a channel grew to be essential. Customers have been open to interacting with us over WhatsApp so long as we have been delicate to what they have been searching for and didn’t over-communicate.
   4. Inactive Customers Grew to become Lively: It was a good time to win customers again into the fold. These customers who had not shopped with us for some time got here again as soon as they have been proven newness in communication.

One other facet we’ve noticed is the choice to buy throughout a sure time of the day, with gross sales spiking accordingly.

Much like these, what insights do you take a look at whereas constructing a Ramadan marketing campaign?

Customers have been stepping out and buying in the course of the night within the final couple of years. Nevertheless, they have a tendency to analysis (earlier than buying) earlier within the day.

Seeing this as a pattern, we’ve scheduled our communication to be despatched out a number of hours earlier than quick breaks. That’s after we’ve noticed most engagement!

Owing to the large repertoire of merchandise, the classes we promote in the course of the course of the day additionally fluctuate with time.

There are three issues that entrepreneurs ought to take note:

• What the client is responding to (by way of choices)
• When they’re responding to it and
• What channel(s) are they responding on 

As a follow-up, what’s the position performed by a buyer engagement platform in offering you with actionable insights?

The position of an engagement platform is extremely vital. It’s the quickest technique to validate your advertising and marketing and communication technique and a good way to grasp shopper preferences.

We extensively use A/B testing that permits us to speak solely the very best model of our advertising and marketing belongings whereas obsessively monitoring response metrics. Aside from marketing campaign optimization, the insights-led engagement platform additionally helps in figuring out the very best time and the very best channels to ship communications on, thus significantly enhancing engagement metrics.

What are some methods to keep away from drop-offs in engagement metrics post-Ramadan?

It’s vital for shopper manufacturers to remain related throughout and after Ramadan. Entrepreneurs ought to be prepared with new and refreshed communication proper after the peak season has been wrapped up. Relying on the model (and product), suggestions or prepared reckoners on learn how to care in your new buy or methods to make use of your newest buy will assist drive engagement. Additionally, don’t hesitate to achieve out for suggestions. Give customers the assumption that their opinion issues (on the merchandise they’ve bought), and so they’ll be hooked on to you for all times, and you’ll be a part of their behavior loop.

Thanks a lot, Sanjeev, for chatting with us and sharing your ideas on how manufacturers can have interaction with prospects throughout such a particular time.

Readers, you may join with Sanjeev for extra suggestions and recommendation on buyer engagement throughout and post-Ramadan.

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