Editor’s Notice: 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 adjustments they count on, we spoke to Ms. Madhlina Thomas, Senior CRM Govt at Manufacturers For Much less, in regards to the insights manufacturers use to develop a marketing campaign and the way empathy performs an important function in campaigns throughout Ramadan.
Please share a short about your background and your function at BFL.
I work because the Senior CRM Govt @brandsforless, I’m chargeable for overseeing buyer retention methods and packages to make sure that clients stay happy and dependable to the corporate. A few of my key tasks embody analyzing buyer knowledge and suggestions, figuring out buyer wants and considerations, creating and implementing retention methods, collaborating with different departments to enhance the shopper expertise, and monitoring the effectiveness of buyer retention efforts. The last word aim is to scale back buyer churn, enhance buyer loyalty and advocacy, and contribute to the long-term success and development of the corporate.
How do you anticipate this 12 months’s Ramadan Season to be? Do you suppose there can be some new tendencies noticed in comparison with 2022?
A few of the key tendencies we noticed in 2022 had been digitalization, the place relations had been breaking their quick nearly and spending loads of time buying on-line, which majorly boomed the net buying and enhanced digital engagement
I imagine in 2023, we’ll see a mixture of previous and new tendencies. The brand new one can be extra in-person/offline occasions, the place everybody can go to locations and spend time with their family members. One prime instance of this may be Expo Ramadan Pageant.
Ramadan is a interval of prayers, reflection, and neighborhood. How do you see manufacturers together with empathy, of their campaigns? Is there any marketing campaign that you can imagine for instance of this?
Sure, a few them. So final 12 months throughout Ramadan what we did was we didn’t supply reductions as such, however we centered on how a marketing campaign can join us extra with the shopper, the place they’ll be taught extra in regards to the model BFL, what we provide, and what are the ranges of issues that we provide.
One of many campaigns was Prepare dinner For Much less, the place we used to take up some merchandise from Properties For Much less and used to tell the shopper about completely different dishes that we will prepare dinner with these vessels. And on daily basis we had some new dish that the shopper may put together, for breaking for the Iftar principally.
One other instance is a Most cancers Therapy hospital from Egypt that launched an commercial on the development of the hospital to unfold the phrase about how small donations assist construct and deal with the life of children coping with most cancers.
A crucial side we noticed is that clients choose buying after a sure time period throughout Ramadan. Much like this, what are some insights that you simply take a look at whereas constructing a Ramadan Marketing campaign?
The insights that we take a look at are majorly the engagement by way of clients. For instance, clients would like buying through the night, as a result of your entire day they’re fasting, they’re praying, and after Iftar, they wish to spend a while alone, or spend time with the household. In order that they take pleasure in some on-line buying, they’d in all probability step out and go to the retail shops.
One other perception we discovered was that loads of customers additionally imagine in gifting throughout Ramadan. They provide presents to their households and buddies. So what we deal with by selecting up these insights is that we will create some reward information for these clients, the place presents for every and everybody who would are available in relation to them, they’ll simply simply decide these presents and reward to their close to and pricey ones.
What’s the function performed by a buyer engagement platform to supply the insights?
The function of a buyer engagement platform is important as a result of it helps us establish which lifecycle stage the shopper is at. With these platforms, we will predict, we will analyze, we will collect details about how one can nurture these clients, when is the shopper really going to go dormant or what’s the buyer really on the lookout for?
So I believe one of many platforms that we’re linked to is MoEngage, and MoEngage affords very deep insights. We’re additionally capable of attain out to clients by way of their most popular channels. Like for instance, we will ship electronic mail, SMS, push notifications, and WhatsApp. There are completely different channels that we have now with MoEngage, and it turns into a lot simpler to strategically enter, which channel, at what time, and thru what channel – based mostly on the insights we have now to achieve/have interaction these clients.
What are some methods manufacturers ought to develop to make sure that there’s not a serious drop in engagement metrics put up a vacation season?
Through the Ramadan interval, loads of Manufacturers can observe the rise in App/Internet Visitors, which can drop put up the vacation season. To make sure and retain the site visitors, the Manufacturers can and will spend loads of time analyzing which lifecycle stage the shopper falls at and set off campaigns (with or with out incentive).
Manufacturers also can deal with New model launches/Product drop alerts, which may entice curious clients, thereby serving to with engagement and conversion.
Thanks a lot, Madhlina, for chatting with us and sharing your ideas on how manufacturers can have interaction with clients throughout such a particular time.
Readers, you may join with Madhlina for extra suggestions and recommendation on buyer engagement throughout Ramadan, and in addition be careful for her upcoming podcast on Ramadan Buying Pageant.
What to Learn Subsequent:
- Driving Engagement Throughout Ramadan with Sustainability
- Advertising Throughout and Submit-Ramadan: Insights From Attire Group
- Decoding Hyper-personalization in Retail Advertising with Sharad Harjai
- Buyer Retention Methods for E-commerce and Retail Manufacturers [Marketer Spotlight]
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