This year India celebrated Holi, the Hindu festival of colours that marks the advent of spring, on the 17th of March.
This season, to enrich the experience of the festival, various online stores customized their websites and rolled out marketing campaigns with Holi specials, discounts and specific campaigns.
In this post, I’ve profiled some of ingenious ways in which ecommerce companies adopted the spirit of Holi and enticed festival shoppers to buy more.
Exciting Offers & Discounts!
Online retailers offer discounts on products during the festival season to appeal to customers. In India, festivals are considered an auspicious time for shopping which various online stores capitalized on this year. For instance, Myntra and Yebhi offered huge discounts to ensure increased conversions.
Engaging Social Media Campaigns
Today, for every ecommerce retailer, big or small, a thriving social media presence is a must. Various social media channels such as Facebook, Twitter and Pinterest serve as an excellent medium for building customer engagement.
Ecommerce giant Jabong introduced a cool new Holi app which allows people to upload their pictures, add a Holi message and share these pictures with friends. The app also had a nice little option to enter an email address in order to receive Holi specific coupons. This is a great way to engage with the sort of younger target audience that Jabong caters to, and gather leads at the same time.
Deals site, Fashion & You, rolled out a candid contest in which people had to share pictures of their beautiful moments from Holi celebrations and stand a chance to win attractive goodies. This is a great way to engage with customers and come across as a more personal brand.
A Colourful User Experience
Most online retailers opted to add colourful banners on their homepage or landing pages to attractively display their products and discounts as well as give shoppers a festive feel. This Holi, various online stores such as Shoppers Stop, Fab Furnish created attractive banners with an inviting lineup of products and offers specific to Holi to encourage click-through.
Ecommerce Expanding into Niche Verticals
Ecommerce sites are generally categorized under apparels, footwear and jewellery and other such segments but this season, Indian online retailers are finding opportunities to cater to festival shoppers with festival-specific products and services. For example, Snapdeal delved into niche vertical of Holi supplies including Holi gifts, colors, sprays and more.
Another similar example is of Online Prasad that offers prasadam (a devotional offering made to God, typically consisting of food) of famous temples online and even a darshan (an opportunity to see or an occasion of seeing a holy person or the image of a deity) of famous temples. It successfully brings the offline experience to the online world.
This year, I noticed a large number of sites offering discounts or customizing their experience in some way, to reflect the festival Holi. This is a great trend as it capitalizes on the mood of consumers and helps make ecommerce & online shopping an even more integral part of our lives.
Did you come across any interesting & different experience while shopping online this Holi? Do share it with me in the comments below.