D2C Insider Elevate , Global Selling Summit Bengaluru - Festive Season Sale by Advait Shankar, Founding Product Lead Shopflo

2. Brand Lovers
Sentiment
Food & beverages
Offers & Gifts
Fashion, Beauty consumer durables
Your consumers behave differently during festive sales T
op reasons to spend
Bargain Hunters Category Explorers

3. Your consumers behave differently
during festive sales
S urge in spending amongst highA O V
products
F M C G and Fashion - > largest gainers
among low A O V
1.8 x increase in av erage household
expenditure

4. Time bound
Category dependent
Budget constrained
Incentive bound
Today user buying behaviour is
Hence you need to:Plan for it

5. PLANNIN
G
Data & Insights
lo d a ta c ha rt
User cohort
Channel of acquisition
Incentivisation strategy
Focus Products

6. PLANNIN
G Timing
Its never too early
Marketplace spending should be considered
Eg: Ridge wallet in US does their major marketing around
graduation and refrains from BFMC

7. WHERE COULD IT ALL GO
WRONG ?

8. TARGETING WRONG USERS
What went wrong? What did they do? “Getting the targeting right
during sales time is very
important, it can have a
compounding effect on your
P&L”
Sales spiked up RTOs, eating
into MC (margins)
T
rying to flag customers via
"ML modes" came at a cost of
conversion and sales
Used Shopflo's Marketing event
enrichment to target customers
who are likelyto order prepaid
Result:20%higher prepaid share
and better margins during next
sales
D2C Head @ a House of Brands

9. Culprit:Unnecessary apps adding
to load speeds
Increased traffic ->Higher load on
website ->Lower performance Action and result:Removal of
apps helping with increased
website performance and 10-
15%bump in conversions
“Keeping the website
flow clean and simple is
often underrated,
especiallyduring big
sales”
DID NOT
ACCOUNT FOR
WEBSITE SPIKE
Founder, A Home Decor brand
What went wrong? What did they do?

10. Marketplaces drive lots of traffic during sales
Opportunity to use it to our advantage
Gifting is usually the category that gets the
highest %bump
Brands have realised the need of a seperate
gifting strategy
Eg:20X sales for Bella Vita
30X sales for Shubhkart in FY23
“Alternate marketplaces as
channels can drive sales for
D2C brands, especially if they
ride on the gifting wave”
NOTHING WRONG
IN PIGGY-BACKING
Category Head, A Quick Commerce platform
Learnings from Marketplace sales

11. “ Ourentire UGC
campaign got broken
because of the errors in
shipments. Hence, this
time we are better
prepared with required
staffing “
INCREASED VOLUMES SHOULD NOT AFFECT
YOUR MOST TRUSTED ANGLE: QUALITY
Wrong packages being sent to
customers
Delayin promised delivery timelines
Bad customer experience
Increased shipment per day resulted in: Increased staffing via contractors to
ensure qualitychecks are done at
each warehouse
What went wrong? What did they do?
Marketing Manager, An Apparel brand

12. A personal care brand
realised that the maximum
conversion came from
people who engaged via
UGC
Started creating
strategies to prompt
users to post about the
same
1. Rewarding social sharing
2.Better packaging during
festive period to make a
purchase share-worthy
T
argeting users engaging
with these posts resulted in
better targeting, better
RoAS and conversions.
“Having a strategyto better
engage users through
organic content can pay
highdividends during this
busyperiod, where everyone
is grappling forattention”
DON’T LOSE FOCUS ON YOUR
BIGGEST ADVOCATES, CONSUMERS
- Marketing Head, A personal care brand
The Realisation What did they do?

13. “If you are investing heavily
during the festive period, you
betterhave strategies in place
to convert themlong-termand
increase LTV”
NO FOCUS IN LONG TERM
INCENTIVE STRATEGIES
- Founder, D2C Marketing Agency
The Insight
Users with >3 purchases have 25-30%
more repeats
The Insight
Higher the cart quantity, the better
chances for these users to repeat
(difference of 10-15% in repeat rate
between customers with >2 products in
cart
What did theydo?
Decided to run only B2G2 sales instead of
B2G1 during festive period
What did theydo?
Ended up prioritising user cohorts with 1
and 2 purchases to move theminto the high
retention cohort
Result:Improved LTV / CAC ratio wrt to
festive season sales

14. Festive Sales is an
Opportunity
To create a flywheel
Targeted
acquisition
Personalized
purchase journey
HighBaron
Value C hainQ Uality
Useraquisition