5:41 – Purchasing Patterns During Holiday Season
Moderator – Moalla, could I ask you, last couple of years dominated by Covid, so people moved a lot of purchasing online. What do you think this holiday season is going to look like for all sets?
Moalla Alfadil – Actually compared to last two years because the last two years were different than this year because it was Covid 19 and most brands think that after Covid 19, the online marketing or online shopping will go down and people will go back to the normal as before. But I think digital, digital shopping is coming to stay. It’s not coming to go because we don’t see any drop in sales after Covid 19. On the other side we see even growth after Covid because people learn how to use a smartphone, learn how to shop online and they see that the online is even more convenient than shopping.
Of course many of them or some of them see that it’s like sitting at home ordering what I need and this is delivered to my home without going outside, without even going to here and there it is. It’s more convenient. It’s better for them because they have more time with their family. They have more time with their children or even. They have more time for entertainment because as we see now in Saudi Arabia, yet the season we have entertainment, we have cinema, we have this one, and they don’t have time to go shopping. So they go for entertainment and they order online. But what I think now is digital shopping is here to stay and even grow more.
Moderator – Very interesting, right? We all think that, you know, maybe football in stores will increase, but looks like digital is here to stay. Selvin, here’s a question. Once you do pre-Black Friday and Black Friday and then White Wednesday and then Christmas and New Years, we expect to see a dip in online traffic and sales.
Do you have any guidance for brands that can continue at least if you know, not have a severe dip, right? Maybe the trough is not so deep. Maybe it’s just a little bit, any sort of you know, tips for brands to enable, you know that dip to not be as deep if you will.
Selvin K– So I wouldn’t say this is a tip because every industry is different, but what’s most important is to actually look at your data and try to understand that yes, maybe something worked well during the month of November, but during the month of December, what is gonna work well, like for example, right? Coming from a retail background, maybe it could be gifting products you are gonna pick up because you have the times of Christmas, you have New Year’s, you have multiple occasions.
It could even be the wedding season, I don’t know. I’m just kind of assuming the right things right now. But try, it’s really good to first thing, understand the market you are in, and then try to understand what kind of products should we be pushing to our customer at that time that would eventually work for them and kind of yes, there will be a dropdown, right?
Like you mentioned, you cannot make sure that from November, from your singles day to Black Friday, you’re gonna have the same momentum. There will be a drop. But to avoid a massive drop is to try to understand the market, try to understand from your data as well what mistakes or like, you know, you probably made from last year as well, that you need to, you know, recover and kind of adjust and make sure that tip is not gonna be that bad. And at the same time is to make sure that whatever service you do, this is the one thing which when you do a lot of promotions, right, and coming again from a retail background, a lot of companies, what they do is they run promotions of Black Friday.
But what happens is they kind of sacrifice on some other things, right? For example, I do 50% off, but my delivery takes a really long time. Try to avoid these mistakes when you know that, okay, fine, in December, the first thing that should be in the customer’s head. Let’s say I did, I got 50% of the product. It got delivered on the same day, for example. Let me make sure that, okay, fine. When I come back, I wanna go to this company because if I order, I’ll get the gift today that I can actually give to my friend by tomorrow or something like that. So, just to learn from those things and just, I think data is first, right?
Just look at your data, look at the market, and try to see what you can. Okay.
Deepak Kumar – Just adding to what Selvin mentioned. For us to drive the sales post holiday season, it’s also very important that we should be focusing upon building long-term relationships with our customers. So for us as an airline, the holiday season is not really about offering discounts and promotions because the demand usually remains high during the holiday season, so we don’t need to offer those kinds of discounts.
But still, the holiday season presents to us an opportunity to build that kind of relationship with the customer, what they are expecting from us. It follows the vibe of what the holiday season is around. For example, during the National Liberation daytime in Kuwait, the patriotic feeling really remains high among the Kuwaiti audience living over there.
So we try to build our content. We try to change our landing pages, our social media pages to capture that vibe so that customers should feel the same when they visit all of these other pages. In this way, your customer remembers how you are able to make them feel. So in this way, they will remember when they’re going to purchase from when they’re going to make a next purchase decision next time.
So they will remember that there was a brand who was able to convince them at that time and who was able to justify them at that time. Second important point that I want to mention over here for driving the sales post holiday season is adding some kind of social cause or societal perspective to your marketing efforts.
Not just your marketing efforts, even in your sales strategy, if you can add it. In Jazeera, for example, we allow our users to reduce their carbon footprint by buying some carbon credits when they make a booking. So in this way, the customer feels accomplished when purchasing a ticket.
So in this way they feel they are contributing something valuable to the society. We use that purchase amount, we use that purchase value to fund the renewable energy projects around the world. I’m not saying that some climate cause to your campaign or in your sales strategy is going to be the right fit for you.
You need to identify it from the customer data, you have to analyze what kind of communities your customers are part of, what kind of values they align with, what kind of their interests or affinities or areas are and accordingly you can decide to partner with a non-profit or a social college organization and drive your strategy around it.
Moderator – Great. Just want to add, please go ahead.
Moalla Alfadil – Want to add, just want advice here for e-commerce especially offering a gift trapping option at checkout for a holiday is also a very good option that can be used here because this is stressful for some of the consumers. If they want to search for a gift themselves and then they want to buy a wrapping paper and the order to make it look good, this is a little bit stressful for them. If e-commerce provides gift wrapping during the checkout option then this will help them a lot.
Moderator – So you’re talking about all sorts of value ads, right? That is thoughtful and relevant for the season, for example.
Selvin K – Yeah. And it could also mean that maybe partnering up with the company, like for example. If it’s December, it’s travel season, partner with maybe a travel company that you can actually promote your products with, right?
Partner with a travel company saying that okay, find people who buy tickets. They can probably promote and say that you can buy all the things that you need for the trip from this website. It could be something like that. But again, like I said, it could be a factor that you could actually pick up and it’s more important to start partnering with whatever it is based on the timeline you’re at.