Industry Knowledge
Min Read

Diwali: Profit or Perish?

diwali campaigns, customer segmentation
Published On
October 19, 2023

Can you feel the excitement in the air? The streets are lighting up, everyone's cleaning like there's no tomorrow, and card parties are in full swing - all because Diwali is coming! And as our yearly ritual, we have our Diwali Marketing Guide for all the retailers & marketers out there. We're keeping it simple and relatable. No fancy jargon, just practical tips to help you shine this Diwali. Check out the sneak peek in today's Xeno Pulse edition.

Hello Hello Hello,

Can you feel the excitement in the air?

The streets are lighting up, everyone's cleaning like there's no tomorrow, and card parties are in full swing - all because Diwali is coming!

For me, I'm all set to savor some Soan Papdis and Gulab Jamun without any guilt.

You know, I don’t get why Soan Papdi gets no respect, especially from the meme makers. I, for one, am a big fan and genuinely enjoy it.

Now, imagine trying to send marketing communications about Soan Papdi to ardent Kaju Katli lovers or to someone who absolutely hates Soan Papdi.

RIP to all marketing conversions, right? 🥲

This newsletter is going to be just about that, we are going to be decoding Diwali strategies that will help you win big this season!!

🪔Strategies to light your Diwali Campaign This Season

To win big at the most prominent and celebrated festival of India, there are a few questions that you need to answer before you get started with your Diwali campaign planning:

  1. What customers to target?
  2. What products to promote?
  3. What channels to use?
  4. What is your communication strategy?

And we are going to be answering all of these questions for you!

🤔 What customers to target?

Segmenting customers effectively is crucial for successful marketing campaigns, especially during special events like Diwali. Here's a concise guide to customer segmentation:

Customers Likely to Buy:

Identify customers with a high tendency to shop during events like Diwali.

  • Further categorize them as active, dormant, or lapsed customers.
  • Tailor your communication for each segment:- For active buyers, cross-sell products based on their personas.

Use discounts and promotions to attract dormant customers, emphasizing how much you missed them during the festival.

Customers Less Engaged in Special Events:

  • Segment this group into at-risk, loyal, and high-value customers, based on their Average Transaction Value (ATV).
  • Customize your communication for each type:- Target high-value customers with product bundles of premium items.- Reach out to at-risk customers, who spent significantly but haven't ordered in the last 30-365 days, with win-back campaigns featuring their favorite products based on ATV.

🤔How to get your Communication Right

Well, there’s only so much that we can give out in this short newsletter. But there’s a lot for you in store.

Check out ✨Xeno Diwali Campaign Guide Book 2023✨

That’s all for today! Hope you liked today’s edition.

Stay lit (literally and figuratively)!

Until next time!

Marketing & Content Strategist

Anisha Arora is an experienced Marketing & Content Professional who often breaks down complex topics for readers here. She collaborates with various teams to seamlessly combine different viewpoints and knowledge about customer retention, CRM, loyalty, and marketing technology. When she's not working, you'll find Anisha sipping coffee and binge-watching her favorite TV shows.


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