💡The A-Z of End of Season Sale

June 27, 2022

Hi there,

How many of you remember eating Crax? Putting those corn rings into each of our fingers and biting them one by one. Oh man, those were the days😅

What also excited me the most about eating Crax was getting a free toy inside the packet. It was just the cherry on the top. Often made me choose Crax over other chips just to get that free toy.

Now when I think about it I understand why brands are still leveraging campaigns like Gift with purchase, because it clearly plays with the sentiment of the customers.

But well, that’s not the only kind that works😯

With End of Season Sale campaigns soon approaching us, let’s understand how brands can generate maximum revenue from their EOSS campaigns & how brands at Xeno are leveraging EOSS.

How to make the best use of End-Of-Season-Sale Campaigns?

In a country like India where the season changes every 3 months, retailers always gear up for end-of-season-sale to increase their sales.

The interesting fact here is that not every retailer is able to emerge as a winner.

As much as customers love shopping for discounted products, they want to feel special. One has to treat their loyal customers differently offering them the best shopping experience & having the right strategy to convert first-time customers to repeat ones.

Here’s how brands at Xeno made the best use of their End-Of-Season-Sale Campaigns along with some ideas to help you with this year’s EOSS:

  • The Limited Time Offer

Colorbar launched a limited period offer campaign to lure its customer with discounts & generated an uplift of 25%.

Why does this work? When an offer is restricted to be availed for a limited period, customers find it more appealing since they would not want to skip out on a wonderful opportunity.

  • The OG Gift-with-Purchase 🎁

Lotto executed a gift-with-purchase campaign wherein a customer gets merchandise worth INR 1000 on a purchase of INR 2500. This led Lotto to generate a 36% uplift in conversion and an ROI of 180x.

Why does this work? The ideal strategy to increase sales while maintaining targeted price points is to provide a gift with a purchase because no one says NO to a gift!

  • The Personalized Discounted Campaigns 🤠

Chumbak generated an uplift of 49% by targeting customers based on their preferred product categories such as apparel, bags, accessories, etc. which was further clubbed with their discount personas & their preference towards it.

Why does this work? Ensuring that each campaign is personalized & targeted to every specific individual based on their favorite categories, and discount personas is a win-win situation.

  • The Volume Discount Campaign😎

Amante’s end-of-season campaign lured customers to shop & spend a higher amount than they usually would by offering heavy discounts on extra purchases (buy 1 get 30%, buy 2 get 40%, buy 3 get 50%). These tactics led them to attain an ROI of 111x.

Why does this work? The more you buy, the more you save! This type of discount is highly well-liked in the apparel and other high-end retail industry.

  • The Multi-lingual campaign ✒️

Based on the preferred language spoken by the customers, Rituals Cosmetics executed multilingual advertising during its End of Season Sale which generated an ROI of 24X. Customers who favored English over Arabic were sent campaigns in English, and vice versa.

Why does this work? Reaching out to customers in their preferred language, say Hindi, or English, makes the campaigns more focused & personalized and yields more revenue & loyalty.

📚Story of the week: How Lotto increased its repeat sales by 16%

Xeno & Lotto together have successfully built a very strong digital presence for Lotto by running personalized digital campaigns relevant to each one of their customers which has enabled them a retention uplift of 16%.

We have documented everything from how they started their data collection process, to understanding their customers and finally running relevant personalized campaigns. Click here to know more.

That’s all for today. Hope you have a killer week.

I will see you again very soon,

Pranav

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