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Editor’s Note: Continuing with our special edition of Ramadan Bytes, where marketers from known brands in the region share their thoughts on Ramadan 2023 and the changes they expect, we spoke to Mr. Lalit Ratnala, Director – Digital and Growth at NorthLadder and talked about Ramadan and the role of sustainability in this festive period.
I have been with NorthLadder for about a year, and I lead the digital, growth, and marketing for NorthLadder.
NorthLadder is a unique marketplace platform for pre-owned electronic devices, specifically in the categories of mobile phones, laptops, tablets & smartwatches. We have more than 500+ independent dealers/ small format electronic retailers subscribed to our platform, bidding live in the auction system for pre-owned electronic devices. We serve trade-ins across 90%+ organized retailers, major E-commerce, telcos, and OEMs across GCC and also run a digital platform called www.northladder.com where end consumers can sell their used devices. This way NorthLadder connects customers with dealers through an auction platform.
Used devices are typically in every house and every corporate. However, customers do not sell or trade-in due to inconvenience, data safety, low price, or they are not aware about how to sell. NorthLadder addresses all these concerns of the customers through innovative digital solutions and operational expertise.
Ramadan is indeed a unique time for consumers and brands. Unlike other shopping festivals, Ramadan has religious and cultural significance.
From a consumer perspective, Ramadan is not just about shopping and leisure activities. It’s a time for spiritual reflection, family bonding, and community engagement. While shopping and dining out remain an integral part of the Ramadan experience, they’re not the sole focus.
Similarly, from a brand perspective, the focus should not be solely on promoting discounts and driving sales. Brands need to be sensitive to the religious and cultural significance of Ramadan and align their marketing strategies accordingly. They should emphasize the values of generosity, compassion, and social responsibility that are central to the Ramadan experience.
In recent years, there have been several trends that have emerged during the Ramadan season. One of the most notable trends is the increasing use of digital media for marketing and advertising. Brands are leveraging social media, mobile apps, and other digital platforms to reach out to their customers and promote their products and services.
Another trend is the growing popularity of E-commerce during Ramadan. Consumers are increasingly turning to online shopping platforms to buy gifts, groceries, and other items, as they offer convenience and time-saving benefits. Brands are also using E-commerce platforms to offer exclusive discounts and promotions, targeting the growing number of online shoppers during the Ramadan season.
In the last couple of years, due to the COVID-19 pandemic, some changes in consumer behavior were seen during the Ramadan season. With restrictions on large gatherings and social distancing measures in place, consumers shifted towards smaller, intimate gatherings with family and close friends. Brands adapted their marketing strategies to target smaller groups and promote products that are suitable for such gatherings.
Additionally, with more people spending time at home, there was a great demand for online entertainment and streaming services during Ramadan. Brands that offered such services ramped up their marketing efforts to cater to this audience.
Overall, brands that are agile and responsive to changing consumer behaviors and preferences are likely to succeed during the Ramadan season. By understanding the trends and anticipating the needs of their customers, they can create marketing campaigns that resonate with their audience and drive sales.
Ramadan’s theme of sustainability in the UAE provides an opportunity for brands to align their campaigns with the values of environmental responsibility and social consciousness.
Here are some ways that brands can incorporate sustainability into their Ramadan campaigns:
Incorporating sustainability into Ramadan campaigns can help brands connect with consumers on a deeper level and create a positive impact on society and the planet. By aligning their campaigns with the theme of sustainability, brands can position themselves as socially responsible and environmentally conscious, which can help them build brand loyalty and attract new customers.
As this year is announced as the ‘Year of Sustainability’ by the UAE govt, brands need to focus more on incorporating sustainability into their campaigns which helps to connect well with customers.
NorthLadder, in partnership with Sacred Groves, has created a campaign called ‘Junk to Jungles’ where every brand/company or an individual can collaborate with NorthLadder and monetize their used/depreciated devices. The value generated through this can be given to Sacred Groves who would put it to the purpose of preserving forests across the world. This is a fantastic opportunity to reduce e-waste & carbon footprint and preserve forests at the same time.
Certainly! There are several key data points and insights that can help marketers develop effective campaigns. Here are some examples:
By analyzing these data points and insights, marketers can develop campaigns that are targeted, relevant, and effective in reaching and engaging their target audience.
A customer engagement platform can play a crucial role in helping marketers analyze data points and gain valuable insights. Here are some ways a customer engagement platform can help:
In summary, a customer engagement platform can help marketers analyze data points and gain valuable insights by centralizing data, segmenting customers, tracking and measuring campaigns, providing predictive analytics, and facilitating omnichannel engagement. By leveraging these capabilities, marketers can develop campaigns that are more targeted, relevant, and effective in engaging their customers.
To mitigate the dip in engagement that typically occurs after a holiday season, brands can take several steps to maintain momentum and keep customers engaged. Here are some ideas:
Overall, by continuing to offer value, fostering a sense of community, focusing on sustainability, creating new content, and offering personalized recommendations, brands can maintain engagement and keep customers interested even after the holiday season ends.
Thank you so much, Lalit, for chatting with us and sharing your thoughts on how brands can engage with customers during such a special time.
Readers, you can connect with Lalit for more tips and advice on customer engagement during Ramadan and how to drive sustainability.
Shitij drives content for Middle East and Africa at MoEngage. Having worked for various B2B brands, he has garnered experience in writing on topics like customer engagement, retention, customer experience, and omnichannel marketing or something thematic like FIFA Marketing or Ramadan. If he is not writing, you could find him watching an Arsenal game or watching the Office / Modern Family.
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