Diwali Online Campaigns

How to measure your eCommerce merchandising strategy?

Introduction

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Data is the key for any retailer today and thanks to the rapid technological advancements, we can measure every aspect of our merchandising strategy, understand our customers thoroughly and offer the best service to them.

In today’s post, let us try and understand some of the key metrics that are required for evaluating the performance of our merchandising strategy.

KPIs to measure the performance of your Merchandising strategy

Here are fourimportant key performance indicators that merchandisers can use to evaluate the performance of their merchandising strategies:

Rate of Conversion

The rate of conversion is a factor that tells us the number of visitors who ended up becoming customers.  Good photography, strategic product arrangements, cross selling and upselling all these help to improve the rate of conversion.

Cart abandonment

At times when the store is recording low conversion rates, visual merchandisers can look for at the Cart Abandonment rate. This measure tells us the number of users who add products to their shopping cart and leave the site without making a purchase. This is an indicator for improving the overall user experience.

Customer Lifetime Value (CLV)

The customer lifetime value or CLV refers to the monetary value of the relationship of the customer with the store. This value is computed based on the present value of the projected cash flows from the customer. This is an important measure as it encourages companies to focus more building a brand and devising strategies that encouragecustomer loyalty for a longer period of time.

Cost of acquiring a new customer (CAC)

As the name suggests, this measure tells us about the amount spent on various marketing channels for acquiring one new customers. This metric helps us to take a call on retaining existing customers vs acquiring new customers.

Best Social Media campaigns of Diwali 2017

Diwali is the best time of the year for us Indians. It is that time of the year when we light up our homes and share the festive spirit with our loved ones. It is also the best time for shopping!!

Brands often use this season to promote their sales by coming up with the most creative and innovative ad campaigns. With the fierce competition in the eTailing space, it is only natural for them to strive hard to gather the attention of their customers. Year after year, we see exceptional campaigns, from some of the leading ecommerce brands, to make the best use of the available digital mediums. This year most of the brands tried to leverage their business through social media campaigns that helped them to reach a wider audience. The ads primarily focussed on sensitive social issues and tried to send a message in a subtle way, while boosting sales both online and over the counter.

Here is a list of some of the best ad campaigns of Diwali 2016 which caught our attention in no particular order:

PepperFry.com

PepperFry.com has come up with a unique marketing campaign for Diwali, 2017 called #Changeforthebetter. The brand has come up with a series of videos that showed the social divide among people and how this occasion could help them to bridge this gap. The brand tried to act as a social catalyst by requesting people to show an act of kindness this Diwali that could help them to improve their interpersonal skills.

The best part of the campaign were the coasters sent out with every purchase. They were paper coasters with small seeds embedded in them. One can plant these coasters and sprout the plants. Now, what could have been better than that?

Best Social Media campaigns of Diwali 2016

Source: https://www.facebook.com/search/top/?q=pepperfry%20%23changeforthebetter

Amazon.in

Amazon began its #AdjustNoMore campaign from July, 2017 onwards, with a series of videos. The latest one shows a hardworking father and how his daughter tricks him in buying a mobile phone for himself. The campaign focuses on the hardworking middle class of Indians who adjust while trying to fulfil the desires of their dear ones.

Best Social Media campaigns of Diwali 2016

Source: https://www.facebook.com/AmazonIN/?hc_ref=SEARCH&fref=nf

The brand also came up with its Great Indian Festival just a week before Diwali, with some amazing offers. They also offered special discounts for customers who sopped with the Amazon App.

Snapdeal.in

This year Snapdeal came up with a heart touching Diwali campaign called #CelebrateDiwaliHeroes. The brand subtly promoted the fact that we must use this festive season to add smiles to those people who truly make a Happy Diwali for us. The series of Facebook posts showed Army officers, Chefs, Doctors and Fire Fighters for whom Diwali is just another day at work. They also came up with their #UnboxDiwaliSale with some amazing offers.

Best Social Media campaigns of Diwali 2016

Source:  http://bit.ly/SD-DiwaliHeroes

Ebay India

Now, we do not have enough words to describe this heart melting campaign. At times when we are constantly judging and being judged, this ad campaign came up with a simple fact that the 10 crore products sold on ebay are the ones that do not judge us. This campaign comes with a heart melting video that shows a young man dancing with ghungroos, a girl who walks past other girls who look modern, a Muslim woman who lights a diya on Diwali, a gay couple who propose to each other, that guy who loves to pout in his selfie and an old woman who loves skipping.

According to Shivani Suri, Director Marketing, Ebay India, this ad is not just to promote sales but to promote conversations and drive conversational commerce.

Best Social Media campaigns of Diwali 2016

Source: https://www.facebook.com/ebaydotin/

Diwali 2016 has been a wonderful event for most of the brands. While trying to focus on sales, these brands also tried to send a subtle message to the customers asking them to add a little sparkle in the lives of people around them.

We look forward for a more scintillating and eventful Christmas and New Year ads!

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