Change is afoot for India’s festive sales season, and for brands and retailers like you, it's an opportunity to restrategize how you win shoppers’ preference and purchase.
A critical reason to act swiftly is the shift in festive shopping interest. Although it continues to chart annual highs in the second-half of every year, the seasonal spike has become less dramatic in recent times. Why? People are increasingly thoughtful about their spending and they’re shopping over a longer stretch of the season.
As festive shopping becomes marathon-like, it pays to win the preference of major shopper groups.
Already, 1 in 2 consumers are considering other brands because they’re more conscious of spending,1 and that’s a sizable market share up for grabs. To win preference and purchase, you simply need to show up in shoppers’ journeys at the right time and place, as our research shows. When this happens, 30% of shoppers switch to their second preferred product brand, and 43% switch to their second preferred retailer.2
Our research also indicates three major groups of shoppers you should focus on: Gen Zers, premium shoppers, and non-metro shoppers. Knowing each group’s preferences and consumer buying behavior, you can tap into the power of AI to fully show up for them and their festive purchases.
To top things off, Hyundai built an immersive virtual world on the gaming platform Roblox, so that its audience and YouTube creators, such as Ujjawal Gamer and Payal Gaming, could interact and experience the car together in a personal way, yet on a large scale.
The creators, which also included GamerFleet and Gamingpro Ocean, live streamed their experience as they interacted with visitors in the virtual showroom, service center, and game booths, and raced each other on the test drive track.
Ahead of their YouTube livestreams, each creator also promoted the event on Shorts, and the result was 2.7 million livestream views and a 2.5X increase in visitors to Hyundai’s Roblox world on the livestream days.
Another way you can engage premium shoppers online is via connected TV (CTV), since 75% of viewers in the NCCS A category of premium households are cord cutters or cord shavers, who consume little or no linear TV and who’ve instead adopted CTV.
In particular, logged-in viewers spend on average 2.5 hours a day watching YouTube on TV screens,8 and over 65% say they search for products and brands online after seeing an ad on YouTube CTV.9
To better engage premium shoppers with your CTV campaign, use Display & Video 360. The AI-powered solution lets you reach this audience wherever they stream CTV content, whether it’s YouTube or other over-the-top services. With Display & Video 360, you can also tap into the power of Google AI to optimize the way you plan, buy, and measure your CTV campaigns to achieve your business goals.
To further increase the relevance of your video campaign with local creators, you can use the geography targeting option in Display & Video 360 to deliver your content to non-metro shoppers. Dynamic lineups can also help your ad show up in videos relevant to local interests and the seasonal moment.
With festive shopping intent likely to be drawn out this year, there’s no better time than now to kickstart your seasonal marketing. Tap into the power of AI in advertising to show up for the major shopper groups at the right time and place with the information they need, and you’ll be ready to win their preference and purchase.
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