We spoke to Arbash Javed, the e-Commerce Buying and selling Head at eXtra, about their preparations for Ramadan and the adjustments of their advertising and marketing technique.
Listed here are Mr. Javed’s ideas on the identical.
ABOUT SPEAKER
Arbash Javed has been the pinnacle of E-Commerce Buying and selling at eXtra for the previous six years. He’s a results-driven chief recognized for reaching outstanding gross sales development with experience in data-driven decision-making, marketing campaign administration, and buyer retention methods.
Arbash has a confirmed observe report of implementing profitable initiatives that enhance key efficiency metrics, has streamlined processes, mentored groups, and launched modern instruments, and has persistently led to enhanced buyer experiences and elevated productiveness.
ABOUT eXtra
eXtra is among the main and fastest-growing retail manufacturers in Saudi Arabia. Established in 2003 by the United Electronics Firm (UEC), eXtra presents all of the main worldwide model merchandise and shares an in depth product vary, together with TV, audio methods, computer systems, cellphones and IT communications, cameras, dwelling home equipment, and private care merchandise.
The product vary is supported by complete after-sales companies resembling prolonged guarantee, free dwelling supply, and set up companies.
At present, with +12 Million consumers, eXtra is the vacation spot for shopper items and electronics and is the preferred electronics retailer within the kingdom. eXtra has grown into 47 shops throughout the Kingdom of Saudi Arabia and three shops in Oman, and a pair of in Bahrain, which remains to be rising.
eXtra goals to be the area’s main shopper electronics, home equipment, and communication options retailer. They intention to boost shoppers’ life by offering modern merchandise, companies, and options that meet or exceed prospects’ expectations.
WHAT IS eXtra DOING FOR RAMADAN?
“Nicely, to begin with, we’re centered on our shopper electronics classes and small home equipment as a result of it compliments Ramadan and since individuals have a tendency to purchase extra cookers, microwaves, samosa makers, juicers, blenders, and air fryers as a result of these home equipment are used most throughout Ramadan.
This holy month, it’s all about offering the precise journey to the shopper. We have to perceive what the shopper is shopping on the web site, and we need to make it very handy for them.
We don’t need them to have a number of clicks on the web site to seek out what they’re precisely on the lookout for. So clearly, trying into site visitors, making an attempt to grasp what the purchasers are trying to find, and looking out into essentially the most search key phrases or the households merchandise, et cetera, is our method forward.
Now primarily based on this, we’ve redesigned our web site to provide customers precisely what they want.
We sit and talk about easy methods to present the perfect journey to the shopper so he doesn’t get misplaced on the web site as a result of we’ve got greater than 7000-8,000 merchandise. We would like them to go to the web site, and inside one or two clicks, they need to be there at checkout and shopping for what he was on the lookout for.”
WHAT FEATURES ARE YOU USING?
“We attempt to use a holistic strategy to focus on our customers.
This consists of options like:
Furthermore, we ship our customers newsletters and cellular push notifications to nudge them to finish purchases.”
WHAT CHANGES HAVE YOU MADE TO YOUR CAMPAIGNS?
“When Ramadan rolls round, we break our campaigns into two phases.
Part One focuses on pre-Ramadan, a unique theme and surroundings altogether, and Part Two, throughout which we concentrate on the month.
Persevering with until the tenth of this month, Part Two will concentrate on kitchen home equipment and selling wholesome residing. Furthermore, bringing a way of household, togetherness, and group is vital throughout this time, which we’re highlighting by enabling houses to counterpoint their tools with eXtra.”
WHAT ARE THE CHANGES IN TRENDS YOU’VE SEEN AROUND RAMADAN TIME?
“We’ve seen an uplift in air fryer gross sales as a result of persons are extra critical about wholesome residing. In order that they’re on the lookout for air fryers, they usually’re additionally on the lookout for issues that may cut back their cooking time, like a scorching pot or an instantaneous pot.
Furthermore, tendencies have modified in Saudi Arabia with regard to gender.
Each women and men are within the company surroundings now, which wasn’t the case earlier. They search for home equipment that make cooking and residing simpler, like vacuum cleaners or sensible robots – the demand for which has elevated persistently over conventional electronics prior to now few years.
Moreover, our target market of middle-aged males or ladies, who was once extra energetic in our retailing trade, has additionally been scaling again, solely to get replaced by Millennials and Gen Z, with the enhance in wholesome & handy merchandise or one thing that’s automated. This additionally compels us to tweak our costs accordingly for individuals of their early twenties simply shifting into their new homes or flats and beginning their careers.
We cater to private-label manufacturers like Claro and eXtra’s home equipment and TVs, which match their price range. That adjustments the uplift in these manufacturers as nicely. And that has additionally made us introduce extra private-level manufacturers a while in the past to seize that viewers.”
WHAT ARE SOME USER BEHAVIOR-BASED TRENDS YOU’VE SEEN?
“We’ve observed a serious distinction in our peak procuring hours. So on another given day, our peak hours vary from 6 to 9 PM. That’s a peak hour as a result of persons are at dwelling throughout put up workplace hours and mendacity on the mattress watching TV and shopping our web site.
Nevertheless, throughout Ramadan, individuals look ahead to Sehri until 4. We’ve seen individuals leaving workplace by 3:00 PM or so. This makes 3 to five PM a sluggish interval though most customers are out of workplace; they only go dwelling to loosen up.
Now, most of our customers are energetic after 6 PM, and that’s once they begin shopping the web site. So now our peak hour comes from 9:00 PM, really 10:00 PM, and it goes on to 2 to three:00 AM.”
Learn extra about how eXtra witnessed a 33% enhance in purchases by way of localized person engagement campaigns
CONCLUSION
We thank Arbash for talking with us and giving his insights into eXtra’s person engagement methods. We want them Ramadan Mubarak and hope to see their gross sales skyrocket within the close to future.
And we hope our readers loved our weblog and study extra about on-line person habits and web site tendencies through the holy month of Ramadan.
