According to the latest survey in Indonesia, three in five Indonesians are expected to spend upwards of Rp3 million (US$189) during the holy month. It’s a good opportunity to reach Muslim shoppers, yet, since Ramadan is a religious event for Muslims, a month of fasting, prayer, reflection, and community, it's crucial for companies to approach their marketing strategies with a deep understanding of the religious and cultural significance of the month, ensuring their promotional activities are conducted with respect and consideration.
What's Ramadan?
Ramadan is the ninth month of the Islamic lunar calendar, observed by Muslims worldwide as a month of fasting, prayer, reflection, and community. It commemorates the month in which the Quran was revealed to the Prophet Muhammad. Fasting from dawn until sunset, Muslims refrain from consuming food, drinking liquids, smoking, and engaging in sinful behavior. The act of fasting is meant to purify the soul, practice self-discipline, and empathize with the less fortunate. Ramadan moves around the Gregorian calendar, starting about ten days earlier each year, allowing it to fall in every season over a 33-year cycle
What to Sell in Ramadan to Boost Online Business
Ramadan induces notable changes in consumer behaviors, offering distinct chances for digital commerce.
The month of Ramadan unfolds in four phases: a two-week preparatory period, the first and second halves of the month, concluding with Eid celebrations. Employing marketing strategies that resonate with these phases can significantly boost consumer engagement for businesses.
Insights from Google Consumer reveal that there are shifts in consumer interests at each of these stages, as seen in online search patterns. In the lead-up to Ramadan, there's an increased interest in products like compact kitchen appliances, festive decorations, ingredients for DIY meals, and lively apparel as families prepare for the month. On the other hand, the approach of Eid sees a rise in searches related to personal care and beauty products, in preparation for the celebrations.
The top 5 products win the top sellers in Ramadan
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Mobile data
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Fashion and apparel
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Personal care and cosmetics
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Donations
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Household appliances
Regarding the most frequented online platforms, YouGov highlights that Shopee, Tokopedia, and TikTok Shop lead in popularity across Southeast Asia. Nevertheless, with the Indonesian government's recent decision to impose restrictions on sales via TikTok, the dynamics could shift significantly. This development warrants close observation as it may redefine the landscape of online shopping in the region.
As a marketer, what should I be aware of when launching a Ramadan campaign?
When launching a Ramadan campaign, here are some detailed considerations for marketers:
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Promote Products According to the Phases of Ramadan: Understand that consumer behavior and needs evolve through the different stages of Ramadan. Tailor your product offerings to match these changes - starting from the preparatory phase with items for home and meal preparation, moving to lifestyle and entertainment during the fasting period, and finally focusing on beauty, fashion, and gifts as Eid approaches. This alignment with consumer needs can enhance relevance and response to your campaign.
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Focus on Mobile Promotion: With increased mobile usage during Ramadan, especially in the evenings and nights, optimizing your marketing efforts for mobile platforms is crucial. This includes mobile-friendly websites, apps, and social media content. Remember that consumers are more likely to engage with content and shop on their mobile devices during this time.
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Shift in Timings: Adjust your marketing activities to match the altered daily routines during Ramadan. This might mean targeting your ads to appear during pre-dawn (Suhoor) or post-sunset (Iftar) hours when consumers are most active online or watching TV. Understanding these timing shifts can help in planning your ad schedules and content release for maximum engagement.
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Increase in Consumers’ Acceptance of New Products: Ramadan presents a unique opportunity for brand trials and introducing new products. Consumers are more open to trying new brands and products, especially those that resonate with the festive spirit of the month. Highlighting product benefits, offering special Ramadan discounts, or bundling products can encourage trials and purchases.
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Give Back to the Community: Reflect the spirit of giving and community care that Ramadan emphasizes. Engage in corporate social responsibility (CSR) initiatives or charity collaborations that give back to the community. This not only improves brand image but also resonates well with the values of your consumers during this holy month. Sharing these efforts on your marketing channels can further amplify your message and connect with your audience on a deeper level.
Each of these strategies requires a nuanced understanding of your target market's cultural and religious practices during Ramadan. By respecting these practices and aligning your marketing strategies accordingly, you can build stronger relationships with your customers and enhance your brand's presence during this important period.
Resource:
Ramadan 2024: Fasting hours and iftar times around the world
Which Global Brands Are Most Associated With Ramadan?
Ramadan delights bring spotlight to culinary traditions of Filipino Muslims
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SEA retail sales experienced nearly 50% boost during the 2023 Ramadan season
Indonesia’s 2024 Ramadan shopping outlook: Key purchase categories and retail channels
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Ramadan marketing: 12 effective strategies for 2024
Ramadan sees an uptick in consumer spending as e-commerce hits ‘peak season’