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 identified manufacturers within the area share their ideas on Ramadan 2023 and the adjustments they count on.

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 short about your background and your function at Attire Group.

My title 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 international locations, over 75 manufacturers, and over 2000 shops. My background has been within the loyalty house, the place I’ve run packages throughout Retail, Hospitality, and Banking.

How do you anticipate this 12 months’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 a number of pleasure and enthusiasm since celebrations have been, after a very long time, going again to what was once regular.

The highest developments that we seen 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. In consequence, we created content material and communication across the model introduction and discovery, and these property had excessive engagement charges.
   3. Client Most popular 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 shoppers again into the fold. These shoppers 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 purchasing in the course of the night within the final couple of years. Nevertheless, they have an inclination to analysis (earlier than buying) earlier within the day.

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

Owing to the extensive 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 bear in mind:

• 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 function performed by a buyer engagement platform in offering you with actionable insights?

The function of an engagement platform is extremely necessary. It’s the quickest option to validate your advertising and marketing and communication technique and an effective way to grasp shopper preferences.

We extensively use A/B testing that allows us to speak solely the most effective model of our advertising and marketing property whereas obsessively monitoring response metrics. Other than marketing campaign optimization, the insights-led engagement platform additionally helps in figuring out the most effective time and the most effective channels to ship communications on, thus tremendously enhancing engagement metrics.

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

It’s important for shopper manufacturers to remain related throughout and after Ramadan. Entrepreneurs needs to be prepared with new and refreshed communication proper after the height season has been wrapped up. Relying on the model (and product), ideas or prepared reckoners on tips on how to care to your new buy or methods to make use of your newest buy will assist drive engagement. Additionally, don’t hesitate to succeed in out for suggestions. Give shoppers the assumption that their opinion issues (on the merchandise they’ve bought), they usually’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 possibly can join with Sanjeev for extra ideas and recommendation on buyer engagement throughout and post-Ramadan.

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