Welcome To Poole
Related Articles
[ad_1]
Ramadan in 2020 will be like no other. The holy month comes at a time when COVID-19 has shifted the axis of the world. People are being forced to adapt to new ways of dealing with life at a lightning pace. On the one hand, the pandemic is synonymous with disaster. On the other hand, there are still ways for brands to thrive this Ramadan. A study titled “An Unknown Prayer” by M&C Saatchi Indonesia analyzed 10 key behavioral traits of Ramadan. These include change in media and work habits, the act of giving, “ngabuburit”, tarawih prayers and zakat fitrah, as good as mudik which is now banned in Indonesia.
With mudik banned by Indonesian government this Ramadan, report predicts mudik which will result in massive virtual call traffic. In addition, as the government moved the mudik holidays in december, mudik will perform on an even larger scale towards the end of the year. At the same time, it is common for Indonesians to take gifts with them when they visit. Due to the ban mudik during Ramadan, the report suggests that e-commerce platforms and brands can take advantage of this opportunity to offer gift offers.
Ngabuburit is the activity that Indonesians love to do during Ramadan. Usually this includes the purchase of takjil (sweets) while waiting for the moment to break the fast. Street vendors line up to sell all kinds of local food and drink during this time. Due to stay-at-home restrictions, this year Ramadan will see the trend of webinars and e-learning programs to occupy the spare time of Indonesians. The waiting time will also be amused by mobile gaming platforms offering many free grams, including premium games made free.
In addition, the report also states that the audience for traditional television will increase by 53%, as people are forced to stay at home during Ramadan. According to the report, people turn on the television and leave it on in the background while going about their tasks. As such, brands should focus on the audio aspects of TV commercials, such as music, jingles, voice overs, key message, call to action and also the brand name to be recorded. in people’s minds.
Take a look at some of the findings below:
FMCG
The habit of buying in sachets and in smaller quantities is now changing to bulk supplies as outlets are restricted. Many urban Indonesians typically don’t cook at home at all, but there is now an increase in the number of Indonesians learning new cooking skills. In the FMCG industry, online recipes and cooking videos will be in high demand and are expected to be part of brands’ content strategies.
As such, brands should allow people to discover new skills during lockdown, give people ideas to innovate in the use of existing products, while brands can also respond to the storage trend with a unit. storage space (SKU) as one moves to wholesale purchases.
Retail
Less traffic to offline stores has created negative cash flow for retailers. Almost half of those polled expect downward revenue implications, while 33% believe it is too early to comment on the effects of COVID-19 on retailers, however.
Retailers have no choice but to offer their products online and can now deploy omnichannel approaches to reach consumers.
Retailers should deliver personalized shopping experiences using data-driven marketing, create new communication messages focused on the well-being and well-being of customers by being transparent about health and l hygiene of sales items. The report adds that virtual reality shopping experiences are a possible option in the longer term.
E-commerce
Daily online traffic has jumped by over 50% globally, and e-commerce has now become essential for Asia-Pacific consumers when they move to online platforms. The report cites a Criteo study that found people buy according to their priorities and not so much on impulse. E-commerce is expected to register 15-20% annual growth during this pandemic-stricken Ramadan. Brands can create flash sales during prime time Ramadan, which includes iftar and bliss, for both essentials and lifestyle products.
Working with NGOs to capture the essence of Ramadan amid the pandemic is also ideal for brands.
These brands could provide donation packs, promotions, giveaways or buy-one-give-one offers, and emotionally reach consumers.
Trip
The travel industry is almost at a standstill. The Indonesian government has moved the Ramadan holidays from May 2020 to December 2020. Instead of riding one big wave during Ramadan, there will be two waves of travel.
Picture
As such, brands should make open tickets or travel coupons available, which can be cashed as soon as the travel ban is lifted.
This generates revenue for travel agencies during the pandemic and also protects travelers from irrational price spikes. In addition, brands are expected to create engaging content with quizzes and games combined with promotions and discounts for travel after the pandemic.
Telco
Unity is the very essence of Ramadan, and unity will manifest itself virtually this year. More than ever, people will access digital connections through social media, meeting apps, and instant messaging to stay and feel connected. Telecom brands should encourage Indonesians to use an alternative method of sharing, such as sharing internet quotas and talk minutes, and may also offer special packages.
Consumer electronics
Ramadan is usually the time when consumer electronics sales increase by 24% as people update their gadgets. However, the new habit of storing ingredients and cooking at home as part of a family activity has influenced sales of refrigerators and cooking appliances.
What brands can tap into is the demand for budget laptops due to kids having to take online classes from home and more people working from home. Brands should consider offering Ramadan promotions for electronic devices such as laptops, tablets that come with free WFH data plans, or software and apps.
FinTech
The fintech and finance category could see a higher demand of up to 8% increase in fast online loans for emergency funds during Ramadan and Eid, according to the report, especially for those who have lost. income from their employment / business and private THR. However, slow and overdue collection will also increase due to the business crisis and layoff trends.
Therefore, fintech startup brands can boost their brand awareness and credibility as well as empathy by offering a special Ramadan loan plan with lower interest rates, special repayment terms and debt easing features. credit.
Fashion and beauty
Normally, women wear makeup when they go out. However, now that the meetings are virtual, makeup has also started indoors. Brands could move in-store consultation with beauty consultants to online sessions consisting of a virtual consultation. Brands could even use KOLs and offer a DIY home pack with a step-by-step guide during Ramadan amid the lockdown.
As we ride this wave together, stay productive and join us for our brand new launch webinar series covering a wide range of business resilience topics.
Anish Daryani, founder and CEO of M&C Saatchi, Indonesia, said Ramadan in 2020 will be like never before, as the dark shadow of an ensuing pandemic engulfs the festivities and people struggle to s ‘adapt to a new way of life at a blinding pace.
“The rituals of Ramadan, which have not changed for centuries, are today called into question. This leads consumers to behave in unusual ways, with decisions being made on the basis of previously unknown parameters. Companies are struggling to understand these changes, do not leave aside to deal with them, ”he explained, adding that the Unfamiliar Prayer study sheds light on 10 behavioral ideas and strategies for 10 categories, to help companies. brands up for grabs during Ramadan 2020, despite the pandemic.
