By Vipul Jain | Lead, Business Strategy & Analytics | ETML
In the competitive dynamics of the Middle East market, a new-age eyewear brand has set its sights on a groundbreaking strategy to boost up its presence. By introducing a Midnight Sale through rule-based campaigns, the brand seeks to tap into unexplored avenues for increased purchases and an expanded customer base.
Understanding the Client’s Position
-The eyewear brand had an ambitious goal like any other business: to drive sales and broaden its customer reach. Among the proposed sales strategies is the introduction of a Midnight Sale, where the brand plans to offer a substantial 50% discount on all products during non-traditional hours.
-Despite the appeal of the Midnight Sale concept, the business team faced a hurdle with store constraints that prevented them from approving the idea. The challenge was to devise a strategy that could increase purchases without negatively impacting regular store business.
Strategy
Identifying Non-Performing Hours
Identified non performing hours using client’s backend data and account level analysis.
The primary discovery in the research indicates the potential to spend during non-performing hours (based on past client data).
Midnight Sale Strategy
The goal is to increase purchases without adversely affecting regular store business. To achieve this, the strategy involves implementing a Midnight Sale during non-performing hours providing a significant 50% discount on all products.
Actionable
Rule-Based Nighttime Campaigns
To operationalize the Midnight Sale strategy, the team has crafted new rule-based campaigns designed specifically for nighttime expenditures. This ensures that resources are strategically allocated to maximize the impact during non-performing hours.
The team ensured that no spends were made via this campaign during day time so that the store business is not affected.
| Time | Cost |
| 00:00:00 – 00:59:59 | 399 |
| 01:00:00 – 01:59:59 | 382 |
| 02:00:00 – 02:59:59 | 285 |
| 03:00:00 – 03:59:59 | 249 |
| 04:00:00 – 04:59:59 | 239 |
| 05:00:00 – 05:59:59 | 244 |
| 06:00:00 – 06:59:59 | 287 |
| 07:00:00 – 07:59:59 | 352 |
| 08:00:00 – 08:59:59 | 405 |
| 09:00:00 – 09:59:59 | 497 |
| 10:00:00 – 10:59:59 | 509 |
| 11:00:00 – 11:59:59 | 282 |
| 12:00:00 – 12:59:59 | 0 |
| 13:00:00 – 13:59:59 | 0 |
| 14:00:00 – 14:59:59 | 0 |
| 15:00:00 – 15:59:59 | 0 |
| 16:00:00 – 16:59:59 | 0 |
| 17:00:00 – 17:59:59 | 0 |
| 18:00:00 – 18:59:59 | 0 |
| 19:00:00 – 19:59:59 | 0 |
| 20:00:00 – 20:59:59 | 0 |
| 21:00:00 – 21:59:59 | 0 |
| 22:00:00 – 22:59:59 | 0 |
| 23:00:00 – 23:59:59 | 892 |
| Total | 5021 |
Creative Integration
Fresh creatives focussing on the idea that the sale is during the night time so that the customer understands the urgency and do not delay the purchase were integrated into existing campaigns. This strategic move not only allows the brand to leverage the performance of existing campaigns and not hamper their store time sale but also injects a new and captivating element to attract customers during the Midnight Sale.
Result
The results showcase a strong reduction of CPP by 26% alongside a substantial 41% increase in revenue.
| Date | CPP | Revenue |
| Before sale | AED550 | AED3,500 |
| After sale | AED405 | AED4,951 |
| %difference | 26% | 41% |
(Disclaimer : Actual numbers have been masked for brand’s data privacy)
