The COVID-19 pandemic took its toll on every direct-to-consumer (D2C) brand, barring a few dealing with essential commodities. But now that things are returning to normal, revenge shopping in all its glory is expected to help brands reach or surpass pre-pandemic sales this festive season.
In fact, according to a report by RedSeer, online sales are going to experience a 28% YoY growth to reach a little less than $12 billion during the festive month in 2022.
But for D2C brands, the struggle to build a customer base is beyond the online and offline dichotomy. Attracting and retaining customers requires consistent efforts, especially during the festive season when brands are aggressive with their growth and revival plans.
Here are 5 marketing strategies for D2C brands to help them with business growth during the festive season-
1. Advertise Online but Be Choosy with Your Digital Strategy
The pandemic has significantly impacted consumer behaviour and made them more reliant on online channels. And if your D2C brand is not present where the consumers are, you’re bound to lose the competition.
But while digital marketing is crucial, brands should be picky with their digital strategies. For most brands, being overly dependent on a single channel like SEO, PPC, SMM, email marketing, or content marketing seldom works.
A better approach would be a customized digital plan combining all of these elements according to the brand’s marketing goals and target audience.
2. Building a Festive Experience
The festive season allows businesses to build an emotional connection with their customers. The stronger the emotional connection, the higher the brand engagement and chances of conversions. Moreover, connecting with the customers on an emotional level can also improve brand loyalty and mouth-to-mouth publicity.
Launching creative festival-based marketing campaigns, building dedicated website pages, sending personalized push notifications, and offering curated gift bundles are some ways to build a lasting festive experience.
3. Have Your Own Website
According to KPMG, the D2C market in India was worth $44.6 billion in 2021. By 2025, it is expected to surpass $100 billion. But while the D2C industry has vast potential in India, you need the right tools to be part of the expected growth. And one of the most important of them is having your own e-commerce website.
While e-commerce platforms like Amazon are great for the initial days of your D2C start-up journey, building your brand website is crucial. It enables you to gain customer insights, build credibility, acquire loyal customers, and grow your brand. Moreover, it allows you to personalize the customer experience and unleash the true potential of online marketing.
Build a user-friendly e-commerce website with detailed product descriptions, 24×7 customer support, fast shipping, and multiple payment options.
4. Launch New Products
The festive season can also be an excellent time to launch new products. As discretionary spending rises around the holiday season, especially for categories like home decor, appliances, and tech gadgets, D2C brands can tap into the holiday rush with their new products.
Launching creative ad campaigns, leveraging social media, and hiring digital influencers are some of the ways to ensure your new product receives adequate visibility and attention.
5. Discounts Galore
For customers, the festive season also means exclusive deals and discounts. Amazon’s annual Great Indian Festival and Flipkart’s Big Billion Sale, followed by the Big Diwali Sale, have only furthered the popularisation of festive offers in India. Moreover, many customers wait for the festive season to purchase the products they need at discounted prices.
D2C brands can also consider offering discounts on their websites during the festive season to boost engagement, attract new customers, increase sales, and offer a satisfying shopping experience.
Customers Are Ready, but Are You?
The festive season in 2022 can be a turning point for many D2C brands in India. After two gloomy years, shoppers will be celebrating this festive season with great enthusiasm, and D2C brands can take advantage of this opportunity by taking the necessary steps, like the ones discussed above.
Brands can also partner with reputed digital marketing agencies to create customized online strategies according to their needs and business objectives. Even if you already have an in-house marketing team, the expertise of professional digital marketers can be a smart way to refine your online strategies further and achieve improved results.
