by Nathalie Beydoun, Retail & HR Manager, BFL Group
The holiday season in UAE is fast approaching, and this is also the biggest shopping time in a year, in which every retail store in the country will be flooded with shoppers buying the perfect gift or items. Numerous shoppers prefer online over traditional in-store shopping, a change that has been brought in by the challenges posed by the pandemic.
This holiday season, we anticipate a surge in the number of shoppers as the world is regaining its normalcy after the pandemic. In such a scenario, the brands need to adopt initiatives such as social media campaigns and contests, discount sales, no-cost equated monthly instalment (EMI), and themed stores, and services like curbside pick-up and same-day delivery to stay relevant in a customer-centric market and retain brand loyalty.
Unlike the holiday seasons in the pre-pandemic era, retailers today must consider omnichannel strategies to deliver a positive customer experience. Though there has been an increase in the number of online shoppers during the pandemic, as restrictions are eased, shoppers will start returning for in-store shopping, and more will look for flexibility and convenience in shopping. Therefore, retailers need to devise strategies that will enable customers to have a hassle-free, cost-effective, and satisfying online or in-store shopping experience.
As the demand for services and products increase during the holiday season, this is the ideal time for brands to implement strategies that will generate more engagement, brand awareness and sales. Due to the popularity and reach of social media, many retail brands consider social media platforms as one of the most relevant marketing channels. Many retail brands conduct social media contests and organize giveaways of their products during the holiday season. Running campaigns during this time is the most beneficial friendly way to greet customers and encourage them on purchasing. Business owners see campaigns whether social media or live, as a direct connection to expressing their brand identity to their consumers. Companies specifically choose festive days, emotional events or celebrations to conduct such campaigns. They are keen on keeping up with the industry trends and organizing campaigns based on those changing trends, something which has known by experts to instantly create a consumer attraction.
An extremely popular offer given by many retail brands during the holiday season is the option to purchase with a no-cost or zero cost EMI. Shopping during holiday season can be overwhelming and this type of offer allows buyers to pay later and have a stress-free experience.
In a customer-centric market, generating a positive experience is of prime importance. Along with offers and discounts, decorating the store with products associated with the holiday season, or giving a holiday theme to the online storefront can have a greater impact on customer experience. There will also be buyers who are specifically on the lookout for items in the holiday theme and it will be of great interest to children.
The decors and selective handpicked products which improve the overall experience in the store can also increase the reach of the brand through word-of-mouth marketing.
Be it any time of the year or the holiday season, what leads retail brands is customer satisfaction. The strategies will change with the rapidly shifting consumer behavior, but every strategy will be devised for delivering the utmost shopping experience to customers.
