Insights From Attire Group (Sanjeev Nichani, Head of CRM and Loyalty)

Editor’s Notice: Persevering with with our particular version of Ramadan Bytes, the place entrepreneurs from recognized manufacturers within the area share their ideas on Ramadan 2023 and the adjustments they anticipate.

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 quick about your background and your position at Attire Group.

My identify 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 applications throughout Retail, Hospitality, and Banking.

How do you anticipate this 12 months’s Ramadan Season to be? Are you observing any new traits in 2023 in comparison with 2022?

2022 was when many of the protocols across the pandemic started to be relaxed. There was loads of pleasure and enthusiasm since celebrations have been, after a very long time, going again to what was once regular.

The highest traits that we observed have been:

1. 1. On-line Content material was in Focus: Customers have been in search of 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 attempting 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. Shopper 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 in search of and didn’t over-communicate.
   4. Inactive Customers Turned Lively: It was a good time to win customers again into the fold. These customers who had not shopped with us for some time got here again as soon as they have been proven newness in communication.

One other side 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 throughout the night within the final couple of years. Nevertheless, they have a tendency 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 huge repertoire of merchandise, the classes we promote throughout the course of the day additionally fluctuate with time.

There are three issues that entrepreneurs ought to remember:

• What the shopper is responding to (when it comes to choices)
• When they’re responding to it and
• What channel(s) are they responding on 

As a follow-up, what’s the position performed by a buyer engagement platform in offering you with actionable insights?

The position of an engagement platform is extremely vital. It’s the quickest method 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 one of the best model of our advertising and marketing property whereas obsessively monitoring response metrics. Aside from marketing campaign optimization, the insights-led engagement platform additionally helps in figuring out one of the best time and one of the best channels to ship communications on, thus tremendously bettering engagement metrics.

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

It’s crucial for shopper manufacturers to remain related throughout and after Ramadan. Entrepreneurs ought to be prepared with new and refreshed communication proper after the peak season has been wrapped up. Relying on the model (and product), suggestions or prepared reckoners on methods to care in 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 customers the idea that their opinion issues (on the merchandise they’ve bought), and so they’ll be hooked on to you for all times, and you can 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 clients throughout such a particular time.

Readers, you may join with Sanjeev for extra suggestions and recommendation on buyer engagement throughout and post-Ramadan.

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