11.11… 12.12
These crazy double-digit sales have been highly influential since Online shopping boomed. Everyone wants extra savings; nothing beats special discounts or free shipping.
Southeast Asia has been a mega sales market growth over the past few years. In other markets, using cultural and seasonal shopping festivals have the same benefit. We can’t dismiss the most popular “Black Friday Sale” in the US, the Singles Day in China, or the Festive Season sales.
Sales are making headlines, and you should learn how to use them to your advantage. Online shopping sales are taking over the world. The E-commerce space grew exponentially from 2010 to 2020.
Here’s a quick guide on understanding and building your impactful ad creatives and seamless marketing strategies for the upcoming holidays.
UNDERSTANDING YOUR AUDIENCE
The latest trends are only as good as your target audience. If you focus on the general picture and create ad copies and creatives for the general public, you won’t be able to capture your direct market.
Example:
Singles Day in China means you are creating content or prioritizing the singles because they care so much for this event. The key to success during this peak sale season is understanding how buyers’ behaviors are evolving, so you can better satisfy people’s demands on mega sale days.
Gen Z patrons, overseas buyers, and new digital users are among the audiences brands can achieve this mega sale season. Southeast Asia (SEA) has been 60 million new digital consumers since the pandemic started, and over 60% of Gen Z consumers have partaken in double-digit day sales, such as those held on 5.5 (May 5) and 11.11 (November 11).
A specific target audience has priorities and does more research than the general random public. During this period, they develop a thirst and need to purchase something.
When you understand what is going through the minds of your potential and target audience, you can prioritize your goals and set your business towards these audiences. Shoppers prioritize three things: Saving (good deals), Luxury goods, and sustainable goods and services.
Note: Good deals don’t mean low prices.
Shoppers are drawn to:
- Flexible payment option
- Cash on Delivery
- Buy now, pay later with low-interest rates.
- Speed and convenience, such as one-day delivery
- Exclusive sale for members
- Free Shipping
These are some popular deals that most buyers look at when purchasing online. And since the market is very competitive, it is appropriate for you to draw these consumers to your store through diversified platforms.
CUSTOMER OUTREACH
Brands need to be aware of when and how people research. Customers compare and evaluate products as part of the customer journey. Before a customer decides, most of them evaluate what needs prioritizing.
Consumers “Add to Cart” before the Mega sale days. They compare products and reviews before making the final purchase decision. Among SEA shoppers who bought during double-digit sale days, 96% used online tools to research and compare various deals and products. Search is an exceptionally trusted online source, with 75% of shoppers in Indonesia and Singapore using Google to search, explore, and evaluate products from brands.
Example:
During Black Friday sale, customers will visit the website of the product they intend to purchase. Apple for example, offers sales in Macbook. Despite other platforms offering sales, customers will still come to the website.
Customers are more driven to purchase on the brand’s website when it’s trustworthy and authentic. Most customers are willing to pay 20% more regarding trust.
Your brand needs to establish an omnichannel retail presence across people’s shopping journeys to effectively reach them on the various platforms they use to make their mega-sale purchases. Whether they shop online from a desktop or mobile device, by telephone, or in a brick-and-mortar store, they would feel at ease.
It is essential to know what shoppers prioritize during mega sale days — good deals, premium quality, and sustainability. Where to connect with them is also vital. Find the next part of learning creative ad development and launch a strong media strategy.
