Updated: Jan 11
The great Indian festive season is about to start and all eCommerce websites are getting ready for it. This is a golden opportunity for D2C fashion brand in particular to grow their business as well as their customer base. With proper planning and strategy, following certain tactics and dynamically adapting to uncertain situations you can take your D2C fashion business several notches up.
This is all the more important in competitive situations, where sometimes the survival of the business itself could be at stake. For stable businesses, this could unleash growth potential and contribute to scaling up in a short span.
Let us look into 6 tactics every fashion eCommerce retailer can tap into to up their festive game:
1. Let us look into 6 tactics every D2C fashion eCommerce retailer can tap into to up their festive game:
Plan ahead, take stock of the most popular items in the inventory and try to get limited edition creations of the same on your site. Customers love exclusive items. Get them to sign up or register for exclusive offers and newsletters. Offer discounts for pre-booking. Gearing up your inventory thus can generate demand and drive traffic. You can also send out newsletters in advance to build anticipation for what to look out for once the festive sales begin. For example, you can encourage buyers to start building their wishlists so that they can cart the items the moment sales are launched.
Pro tip:Stay up-to-date with relevant fashion trends and try to set yourself apart. For example, you can consider value additions such as sustainable clothing or even sustainable packaging. Such innovative methods not only generate interest but also goodwill among consumers. Another way to generate demand if it is difficult to source exclusive merchandise is to offer irresistible discounts on early days and peak days of the festival season. Try to use FOMO strategically for your benefit.
2. Build a product bundling strategy that works for you
Product-bundles are a great way to enhance your Average Order Value (AOV) while catering to customer needs at the same time. For example, clothing bundles based on a style guide can benefit the customers, particularly during the festival season as they assure customers that all of the items in a bundle match seamlessly. They also reduce decision-making time, leading to faster checkout. Likewise, in the early days of the festive season, you might want to focus more on increasing customer delight. In this case, the product-bundles could be focused on bundling popular items together in ways that more people can shop at the same time. During the end of the festive season, your focus might shift to moving the season’s inventory faster in which case a fast-moving SKU can be paired with a slow-moving SKU.
Pro tip: Do not underestimate the power of cross-selling and up-selling, both on consumer buying preferences and your own inventory movement. For this to be effective, try to understand various customer personas, their likes and dislikes, motivations (psychographic attributes), as well as where they live, what gender they identify with, etc. (demographic attributes). Accordingly, tailor their buying experience showing customized and relevant items in stand-alone recommendations as well as product bundles.
3. Leverage targeted marketing
Avoid a one-size-fits-all strategy where you send the same marketing campaign to all your customers. Use the insights of eCommerce business analytics to your advantage. Separate your core customers, categorize them, and devise campaigns specific to each. For example, Gen Z and millennials can be targeted through platforms such as Instagram. Here, collaborating with fashion designers and influencers can be quite effective. They can cross-promote products that go well together and you can showcase their featured designs on your website or social media. In addition to this, using the latest media such as Instagram Reels can give you a boost from the app’s algorithm. For older generations, if the budget permits, consider traditional advertising methods such as commercial ads on TV channels or use platforms such as Facebook and Youtube. Pro tip:At the same time, follow standard tactics such as giveaway contests to engage all customers and promote your brand awareness. This way, you have a good mix of campaigns that reach everyone, and those that target specific people.
If you can nail SEO, you will be making a considerable portion of your annual revenues in just a few days of the festival season. The usual keywords may no longer be suitable as customers search using festival-specific keywords. Similarly, they also would expect sales and discounts. Take these points into account, do the research, and load up your website with the right keywords before the season starts, to avoid missing out on this gold mine. Every right word counts and gives you the much-needed SEO boost-up. Apart from this, Google’s AMP feature (Accelerated mobile pages) feature helps compatible websites load faster. Unlike mobile-compatible pages which focus more on the user’s experience on the page, AMPs focus on increasing the page speed which is a critical factor in search rankings.Here’s how to invest in AMPs for your eCommerce business.Pro tip: Customize your landing page for every major festival (such as Muharram, Diwali, and other upcoming festivals). You can also update product descriptions on your website to match the ongoing festival season. If it’s Diwali, add appropriate Diwali-related content in the descriptions.
5. Invest in a delightful customer experience
The above tactics will increase your reach and get you traffic. To ensure that the incoming traffic leads to conversion, you must invest in providing the best customer experience and service possible. For this, you can start by optimizing the website to handle the increased number of visitors. Any lag in loading the website or any link being unresponsive can quickly frustrate your customers who can move to a competitor’s website on the next click! So make sure your pages load quickly and adding items to the cart happens smoothly. This should be optimized both for web users as well as mobile/app users. Further, prioritize rapid responses to queries from customers when they feel stuck or undecided. Try to remove any distracting banners or ads so that the check-out process is easy. Pay special attention to payment options, sometimes bank servers become problematic. In such cases, consider alternate options so that customers do not have to worry about losing discounts or items running out of stock. Also focus on back-end support to ensure on-time deliveries, returns, and exchanges during festivals and holiday events.
Pro tip:Be ready for early shopping sprees and keep your inventory well-stocked to avoid running out on items. Consider offering free gifts (festival-themed masks, eco-friendly Ganeshas, and the like) for limited customers (such as the first 500).
6. Differentiate your business with attractive packaging and gifting options
Gifting is a major part of any festival. Try to have exclusive merchandise for gifting where possible. Offer suggestions based on customer purchase history. Take into account the need for bulk gifting in the case of VIP customers or corporates. By offering beautiful packaging and customized gifting options such as including greeting cards, you can elevate the gifting experience. Don’t forget to incorporate your brand into the packaging. Also, make sure to offer online gift cards as an option in case customers are unsure of which gifts are suitable for their loved ones. Pro tip: Evoke nostalgia of past festivals to nudge towards gifting. For example, the current pandemic situation might hamper families coming together to celebrate. Nudging to keep the custom of gifting alive in such times helps bring people together despite the restrictions (not to mention the good business it garners). The festive season, therefore, offers a great chance to scale your D2C fashion business to the next level. The above tactics can help you plan your festival strategy this season and stay ahead of the race. They will help you focus on providing unique value so that customers stay happy and loyal both in the short term and in the long run. Get started now!