Retail industry ups digital marketing spend by 30% to stay relevant during lockdown

Brands such as Myntra, Fabindia, Tjori, FabAlley, & Zivame have come up with unique initiatives to keep the buzz around their brand active on social media

e4m by Anjali Thakur
Published: Apr 8, 2020 8:58 AM  | 5 min read

There are end-of-season sales and there others like 'black Friday' sales or Independence Day sale, but the new sale in the block is the ‘Lockdown Sale’. The retail industry that has been heavily impacted by the COVID-19 pandemic is holding on to the hope of seeing a boom post the lockdown as they expect shopaholics to go on a buying spree.

Brands such as Myntra, Fabindia, Tjori, FabAlley, Zivame and many others are keeping their digital marketing game on point with their unique initiatives to keep the buzz around their brand active on social media. According to digital marketing experts, retail brands have upped their digital marketing budgets by 20-30% to stay relevant.

 “In these times of uncertainty, the retail sector has seen a huge setback with the decision taken to seize their operations in lieu of the social distancing measures being taken. In these hard times, the brands have stuck to their customers through digital space by keeping them engaged with content related to quarantine and raising awareness of the seriousness of the problem,” digital marketer Amit Giri shared.  

Adding, “The digital spending by these companies has seen a rise of about 20-30% owing to the fact that the physical retail spaces have been closed down. So the companies are now diverting their attention to the digital space, utilizing this opportunity to listen and gauge what their customers have to say about them.” 

For instance, Myntra is engaging with its target audience by asking them to add products they like to their wish list on the app and once the lockdown is over Myntra will keep the customers stylish.

Tjori on its website is rewarding 70% off on products. Mansi Gupta, Founder, and CEO of Tjori told us how the brand is keeping the buzz alive on their social media. “The pandemic has hit the country very hard in the socio-economic sector and the country’s economy is going to see a regress of 8 years according to the experts. The only way we can help minimize this effect is by helping the cash flow running and this has pushed people to have higher spends on marketing things online, giving better offers extensive sales. We, at Tjori, are also doing the same and helping boost the economy as well as the education around the pandemic through our social media platforms.”

Shedding light on strategy post the lockdown, Mansi shared, “The best way for any business right now is to plan for all loose ends that otherwise existed in the business and solve for them and we have done exactly that so that our supply changes become stronger and we can impromptu deliveries after the lockdown period is over. All the planning around the collections, the supply, and the deliveries are being thoroughly done during this time.”

Whereas brands like FabAlley and Indya has temporarily shut their webshop and their offline stores, but they are connecting with their followers on social media with relevant quarantine related content and are punctuating it with some branded content. “We’re letting our followers know that we’re in this together with posts, stories and live videos on ways to stay productive, taking care of your physical and mental health, reading lists, recipes, at-home skincare hacks, indoor and virtual games, etc,” said Tanvi Malik and Shivani Poddar, Cofounders, FabAlley and Indya.

FabAlley and Indya plan to go the extra mile for the customers once the lockdown is over. “This is a tough time for everyone and as a brand that is always on top of customer needs, we will concentrate on upping the customer experience in terms of both, our products, and how we serve. The focus of content will of course shift to our products as discretionary spending will start happening again. We will also continue to put out feel-good and informative content, imparting positivity, hope and happiness,” they said. 

Lingerie brand Zivame is also using social media by sharing quarantine playlist, 21 days look, push up contest and more. Telling us about their strategy during the lockdown, Khatija Lokhandwala, Dy. General Manager - Marketing, Zivame told us, “Our strategy on social is to Educate, Empathize, Engage and Cheer. With the nation in lock-down and consumers having more time on hands, we endeavour to spread awareness about the intimate wear category from educating consumers on knowing the importance of knowing their right size to help them pair the right innerwear with their outerwear. We use the video format on social platforms like IGTV to spread awareness through our weekly video properties like Fit Session with the Expert and Style Notes. We are also using our social handles to spread awareness of the steps we can take as individuals to maintain hygiene and practice social distance and play our part to protect our society and our nation.” 

The brand has started campaign #ItsOkayToPause which invites consumers to look at the positive side of social distancing and encourage them to use this time to do things that get missed out in the rush of daily life. The brand is engaging customers through content that is smart, educative, relatable and humorous.

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