Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Winning the Modern Indian Festive Shopper in 2018

132 views

Published on

Festivals hold a special place in the lives of people across the globe. And, the Indian festive season starting September, holds immense opportunity for marketers. But, do you know what the festive shopper is looking for? Or, how consumers are planning, researching and evaluating their shopping?

This webinar focused on to help:

-Gain an in-depth understanding of the modern Indian festive season shopper
-Understand the growing role of mobile in shopping and purchasing during the festive season
-Build a smarter mobile marketing strategy and maximise impact

Published in: Business
  • Be the first to comment

  • Be the first to like this

Winning the Modern Indian Festive Shopper in 2018

  1. 1. WINNING THE INDIAN FESTIVE SEASON SHOPPER IN 2018
  2. 2. 20,000+ Global advertisers 1.5 Billion+ Unique mobile devices 6 Million+ App downloads tracked monthly 200 Billion+ Monthly ad requests 32,000+ Publisher apps 120+ TB Of user data analyzed monthly ENTERPRISE PLATFORMS FOR MARKETERS
  3. 3. AGENDA • 2018 Festive Season – The Opportunity • The Role of Mobile in the Festivities • Building a Smarter Mobile Marketing Strategy • Q&A
  4. 4. INTRODUCING THE SPEAKERS • RAJESH PANTINA • Head – Marketing, India rajeshpantina • NIKHIL KUMAR • Director – Brand Strategy & Solutions nikhilkumar
  5. 5. Research Objective InMobi conducted this research study to better understand the shopping sentiments of Indian consumers this festive season, which in turn will provide marketers with a framework for fine-tuning their mobile strategies. The main objectives of this study were to: • Gain an in-depth understanding of how consumers plan to shop this festive season • Understand the growing role of mobile devices in shopping and purchasing during festive season • Deep-dive into Indian mobile shopping behaviour by audience segments, city tier cuts, income etc.
  6. 6. Research Methodology An on-device survey conducted over InMobi Pulse A sample of n=4000+ Indian mobile users Respondents recruited via InMobi mobile ad network in India between July 31 - 5 August 2018 Results targeted and weighted to be representative of the India mobile population
  7. 7. 2018 FESTIVE SEASON THE OPPORTUNITY
  8. 8. Festive spending in 2018 is set to grow! 1 in 3 consumers will spend more than they did last year Spending Pattern This Festive Season 36% I will spend more than last year 22% I am yet to decide 18% I will spend same as last year 13% I will spend less than last year 11% I won’t be shopping Q. How do you expect your festive season spending to change this year compared to last year? n = 4000+ Over 50% of shoppers will spend same, if not more than last year Powered by
  9. 9. Q. How much do you expect to spend in total on festive shopping (Diwali, Dussehra, Christmas etc)this year? n = 4000+ 53% 27% 8% 5% 7% Less than 10k 10k to 25k 25k to 50k 50k to 1 L Over 1 L What Indians are willing to spend this festive season Spending intent – India overall • 35% are willing to spend anywhere between ₹10,000-₹50,000 • 7% percent plan to spend >100K for festive shopping this year Powered by
  10. 10. Q. How would you describe your shopping style during the festive season? n = 4000+ 41% 59% Impulsive Shopping Planned Shopping 61% 59% 57% 48% 39% 41% 43% 52% 15 - 24 25 - 34 35 - 44 45+ Age Shopping Style This Festive Season Planning nahi, Toh Shopping nahi • Indians plan their purchases, especially for the festive season • On an average, most Indians plan their shopping by doing research and making lists Shopping Style This Festive Season by Age Powered by
  11. 11. Indians start planning their shopping early on, with the months of September and the time between Dussehra and Diwali being the most active. Time Consumers Plan to Start Festive Shopping 33% Already Started 22% Starts from September 12% 2 weeks before Dussehra 17% Starts between Dussehra & Diwali 7% Leading up to Diwali 8% Post Diwali till Christmas Q. When do you expect to start planning your shopping for this year? n = 4000+ August December Powered by Planning peaks early & gains momentum before Dussehra and Diwali
  12. 12. Fashion, Jewelry, Home Decor & Appliances will be top of the shopping list for all Indians Q. Which categories are you planning to spend the most this festive season? n = 4000+ Top Five Shopping Categories This Festive Season 21% 15% 11% 9% 9% 6% Fashion Jewellery Home Decor Gadgets Home appliances Travel/Holidays Powered by
  13. 13. The many Indias shop differently While Fashion/Clothing is important to most, Jewellery signifies celebrations across the East and West. North • Clothing/ Fashion • Home Decor South • Clothing/Fashion • Gadgets East • Clothing/ Fashion • Jewellery West • Jewellery • Home Appliances Q. Which categories are you planning to spend the most this festive season ? n = 4000+ Powered by
  14. 14. Late Planning Unlike the rest of India that plans early, Tier 2 city residents seem to be more intent on making the best of the offers during Diwali - Dussehra period Impulse Purchases Over 70% of Tier 2 city residents don’t intend to plan their festive shopping and will shop on the go making impulse purchases Big Spending Festive season means a lot more to the Tier 2 city residents given a 60% higher willingness to spend above INR 1 Lakh Tier-2 India will take to festive season differently! Powered by
  15. 15. Tier 2 consumers will spend BIG this festive season Powered by Tier 2 cities have at least 2 times the share of people willing to spend more than 50K this festive season 24% 76% 9% 9% 91%91% >50k<50k Tier 2 Tier 1 Rural
  16. 16. Tier 2 India lives in the moment! Powered by 73% 27% India - Tier 2India - Overall 41% 59%
  17. 17. Time Consumers Plan to Start Festive Shopping 26% Already Started 17% Starts from September 14% 2 weeks before Dussehra 15% Starts between Dussehra & Diwali 12% Leading up to Diwali 16% Post Diwali till Christmas August December Planning will peak around Dussehra and Diwali
  18. 18. THE ROLE OF MOBILE IN THE FESTIVITIES
  19. 19. Medium used for learning about offers Digital will unite the many Indias this festive season Medium used for shopping 29% 22% 18% 11% 19% Mobile In-Store Online/ Desktop TV Others 24% 19% 15% 9% Online Mobile Television Email Q. Which channel do you use to learn about festive season sales/offers and other? n =4000+ Q. How will you primarily shop this festive season? Sample Size: 4000+ From information to purchase, Mobile dominates 45% Indians will rely on digital media channels to stay informed about festive offers Powered by
  20. 20. Smartphones are the anytime, anywhere assistants How will consumers use their smartphones? 22% 19% 17% 15% Comparing prices, brands/products Find offers/discounts Research products/brands Purchase products 23% 15% 14% Offers & Discounts Selection of brands & products Product reviews & recommendations 60% 15% 10% At home At work In-store Where will consumers use their smartphones? Q What information influences your buying decisions the most when shopping via a mobile website or app? Sample Size: 4000+ Q. In which situations do you think you will use your mobile device to research/shop for the upcoming festive season? Sample Size: 4000+ Q How will you use your smartphone for your shopping? Sample Size: 4000+ What will the consumer be looking for? Powered by
  21. 21. Subah Shaam, Smartphone Ke Naam Indians will wake up and wind down with their smartphones, actively researching and shopping for upcoming festival offers. Q. When do you typically research/shop the most, especially leading up to the festive season. Sample Size: 4000+ 23% 16% 17% 23% 14% 6% 0% 5% 10% 15% 20% 25% 6 - 9 AM 9 - 12 PM 12 - 4 PM 4 - 8 PM 8 - 11 PM 11 - 6 AM When will consumers use their smartphones to research/shop? Powered by
  22. 22. Indian smartphone users love gaming apps Powered by Outside of social, Gaming, Entertainment and Sports are among the top apps consumers will spend time on their smartphones* Entertainment 16% Gaming 33% Sports 13% News 7% Travel 3% Finance 3% *The percentages here are calculated excluding time spent on social
  23. 23. INDIA RUNS ON VIDEO Consumers prefer Interactive and video ads over banner ads Interactive Ads Video Ads Banner Ads QR Barcode 29% 27% 24% 19% Q. Which types of mobile ads would you be most interested in seeing this festive season? Please select all that apply Sample Size: 4000+ Mobile Ad Formats Consumers Prefer This Festive Season Powered by
  24. 24. BUILDING A SMARTER MOBILE MARKETING STRATEGY
  25. 25. Defining Your Festive Season Mobile Marketing Strategy Plan for Impact Drive Contextual Marketing Leverage Mobile-first Creative Deliver a personalised experience Invest in the right channels and technology
  26. 26. Defining Your Festive Season Mobile Marketing Strategy Plan for Impact Drive Contextual Marketing Leverage Mobile-first Creative Deliver a personalised experience Invest in the right channels and technology
  27. 27. Be ‘Top of Mind’ of the contemplating consumer Early September Mid September Late September Early October Mid October Late October Early November Mid November Late November Early December Mid December Late December Dussehra Diwali Christmas Deliver impact Deliver impact Deliver impact A W A R E N E S S C A M P A I G N T O R E M A I N T O P O F M I N D A S T H E C O N S U M E R N A R R O W S D O W N T O H I S F I N A L C H O I C E
  28. 28. Defining Your Festive Season Mobile Marketing Strategy Plan for Impact Drive Contextual Marketing Leverage Mobile-first Creative Deliver a personalised experience Invest in the right channels and technology
  29. 29. ADVERTISERS LEVERAGE CUSTOM AUDIENCE SEGMENTS TO REACH THEIR CONSUMER ON MOBILE WITH LASER PRECISION Lookalike Geographic Appographic Re-targeting Audience Persona Device Demographic Negative Targeting ACCURATE USER PROFILING TO BUILD CONTEXT Build user context with the right data
  30. 30. Drive relevance through location-based Places of Interest (PoIs) Map physical locations to mobile audiences using location polygons EARLY MORNINGS AT HOME AIRPORTS ON WEEKENDS WORKPLACES BETWEEN 10 AM TO 5 PM CUSTOM GEO CONQUESTING DURING CUSTOM TIMES MALLS & HIGH STREETS MOVIE THEATRES
  31. 31. Bridge the online and offline worlds this festive season I N M O B I G E O V I S U A L I Z A T I O N T O O L Moms Homemaker Students Working Professionals How women audience segments are seen at Big Bazaar Stores in Bengaluru city Women segments identified
  32. 32. Mobile presents brands an opportunity to capture consumer attention and drive action in the moment. Hungry much! Ad is served to user in the proximity of a store Create purchase intent in the user Nudge user to experience product/service Nudge users through contextual targeting
  33. 33. Measure uplift in footfall associated with mobile campaigns AUTO 10-25% QSR 10-25% GADGETS 30-50% RETAIL 60-80% CPG 15-30% Source: InMobi Footfall Attribution Report 2018 InMobi Festive Season Insights 2018
  34. 34. Defining Your Festive Season Mobile Marketing Strategy Plan for Impact Drive Contextual Marketing Leverage Mobile-first Creative Deliver a personalised experience Invest in the right channels and technology
  35. 35. Leverage mobile capabilities to drive interactivity LOCATION + WEATHER FEED LIVE SPORTS FEED AUGMENTED REALITY GAMIFIED / PLAYABLE ADS GYROSCOPE / ACCELEROMETER
  36. 36. Retail Experience in the Palm of Consumers | L'Oréal Paris India 2.43 M IMPRESSIONS 19 K CLICKS 60 secs AVG. DWELL TIME 81% VISIT RATE*
  37. 37. Leverage mobile-first video to drive impact Vertical, 6s video Video with Carousel META Video
  38. 38. Variant 1: RED Sample Size: 130,000 Target Audience: Women + Millennials + Shopping Enthusiasts Geo: Tier 1 City+ Mid Income Neighborhood Results: CTR: 3.2 % Variant 2: YELLOW Sample Size: 130,000 Target Audience: Women + Millennials + Shopping Enthusiasts Geo: Tier 1 City+ Mid Income Neighborhood Results: CTR: 1.8 % OBJECTIVE: User acceptance before market launch – via multiple brand messaging Stay agile and drive results by A/B testing
  39. 39. Defining Your Festive Season Mobile Marketing Strategy Plan for Impact Drive Contextual Marketing Leverage Mobile-first Creative Deliver a personalised experience Invest in the right channels and technology
  40. 40. A mobile ad for everything Provided you with better options 14% Introduced you to something new Caused you to reconsider a product 15% Provided you with better options Influenced your in-store purchase 13% 11% 26% 23% Awareness Favorable opinion Consideration Shopping Sale Influenced you to buy via your mobile Q. Select all that apply. Do you imagine mobile advertising during festive shopping could… Sample Size: 4000+ Powered by
  41. 41. Deliver a personalized experience across the user lifecycle Dormant users being shown latest offers Existing users shown abandoned items in cart Leverage mobile remarketing to deliver personalised offers
  42. 42. Defining Your Festive Season Mobile Marketing Strategy Plan for Impact Drive Contextual Marketing Leverage Mobile-first Creative Deliver a personalised experience Invest in the right channels and technology
  43. 43. Go Programmatic Take control of your campaigns and drive precision at scale using mobile programmatic Invest in in-app, viewable inventory Maximise impact this festive season by reaching users in apps with brand safety and high viewability Deep-link your mobile properties Enable a seamless consumer experience by deep-linking your mobile properties. Invest in the right channels and technology
  44. 44. R E A C H T R A N S PA R E N C Y E N G A G E M E N T 24 MILLION UNIQUE USERS* 21 MILLION UNIQUE VIDEO VIEWS Viewability Metric 100% higher than industry average Brand-safety Compliant Video completion rate as industry standard** 1.5X higher CTR than industry average 2X *users reached in a duration of 15-20 days during May-July ** Source: Moat, July 2018, Asia Pacific Driving results with programmatic A leading FMCG company leveraged programmatic to drive its marketing objectives
  45. 45. About InMobi InMobi is a global provider of cloud based intelligent mobile platforms for enterprise marketers. As a leading technology company, InMobi has been recognized as a 2018 CNBC Disruptor 50 company and as Fast Company's 2018 Most Innovative Companies. VISIT: www.inmobi.com/insights FOLLOW US ON:
  46. 46. The picture can't be displayed.
  47. 47. Q&A

×