Ramadan: An opportunity for brands to thrive with conversational messaging
Discover the latest consumer shopping habits in Ramadan and find out how conversational messaging can help you thrive as a brand.
Ramadan is a holy month of reflection for two billion Muslims around the world. And along with that comes the need for purposeful conversational connection – with friends, family, brands, the community, and charitable causes.
During this month, shopping habits shift and evolve significantly. As fasting from dawn to dusk influences consumer behavior, it’s crucial for businesses to adapt swiftly.
To do this, your brand needs to be present on the messaging channels that your customers are on, with campaigns that are personalized, coordinated, and automated to manage timings and volumes.
Read on to learn about the consumer shopping habits that normally occur during Ramadan and how conversational messaging through modern channels and chat apps helps build instant connections that lead to lasting loyalty.
What we know about consumer shopping habits in Ramadan
Sales are usually high throughout Ramadan. While numbers differ by country/ region, the global trend is consistent. Whether it’s preparing for Suhoor (meal before daybreak) and Iftar (breaking of fast), shopping for Eid, or donating to charities – there has been a significant shift in customer behavior.
The week leading up to Eid al-Fitr, which falls on April 10th this year, is when sales peak. Food and apparel remain the most popular shopping categories during Ramadan, while travel purchases showed the most growth in 2022.
Keeping this in mind, Ramadan is the month for discovery – not just for consumers but brands as well. Therefore, it is crucial for brands to connect meaningfully with customers – to ensure they are understood and heard.
The shift towards conversational experiences
Ramadan, a time for reflection, connection, and communication is the perfect time for brands to create meaningful conversational experiences.
What is a conversational experience
A conversational experience enables you to immerse yourself authentically in the lives of your customers, respecting and reflecting the values and spirit of Ramadan and Eid. It’s not just about understanding customer needs; it’s about being part of their journey, celebrating with them, empathizing with their challenges, and being a companion in their festive preparations.
It’s not us just saying it. Customers are also looking for personalized shopping experiences over their preferred channels and chat apps.
of shoppers feel more connected to a brand through business messaging during Ramadan.
of shoppers agree it’s easier to complete their Ramadan shopping with personalized recommendations.
of shoppers have communicated to a business through business messaging during Ramadan.
Ramadan and Eid messaging trends
Brands must show value in their messaging across all their communication channels. Customers want conversational experiences over their preferred chat apps such as WhatsApp, Viber, Messenger, Instagram and more.
On our platform too we saw an increase in mobile-first messaging during Eid. With the top three countries seeing an increase in mobile messaging year-on-year.
Unity through technology — conversational messaging empowers personalization
Unity and togetherness are two of the key pillars of Ramadan, with people looking to connect. Technology in the form of chat apps has empowered conversational journeys. You can expand your reach and engage with a global audience through multi-country and multi-language personalized ads.
Personalization is the number one key factor that influences Ramadan purchase decision. Customers feel more connected to a business or a brand through conversational messaging.
Considering the role technology can play, brands have an opportunity to connect more closely during this month. Conversational messaging can:
- bridge gaps and bring people together at any time where they’re craving connection.
- Invite collective expression through social media, leveraging hashtags and fostering a “We’re all in this together” sentiment.
- Nurture one-on-one relationships with customers via channels they’re already using, such as WhatsApp Business Platform, Viber for Business, RCS or Messenger.
A demand for safety drives mobile shopping
Consumers, in general, have become more empowered and digitally informed. Many become impatient and very demanding during Ramadan. It is now more important for brands to stay one step ahead and leverage omnichannel solutions to reach customers on their terms.
With communication continuously evolving, mobile devices and WhatsApp enjoy a substantial increase in usage during Ramadan/Eid.
Whether customers are looking for traditional recipes, transferring money to charities or loved ones, or buying new clothes for Eid – social media, chat apps and native platforms such as WhatsApp and RCS have been a boon for brands. These modern channels enable businesses to interact with customers through meaningful, rich media that drives actions.
Continuous shopping results in a surprising shopping peak
The weeks leading up to Ramadan are typically the busiest shopping times, but there’s now a surprising second peak.
The last ten days of Ramadan are observed with greater intent and piety as observers get ready for Eid. During this time, shoppers engage in a second shopping wave, marked by a spike in conversations containing mentions of “Eid” and sale-related terms.
This is the time brands need to delve deeper into their customer insights and send messages based on:
Brands need to connect with their customers personally, at scale. And that’s where chat apps such as WhatsApp Business Platform come in.
Today, over 60% of brands already use instant messaging, and most rely on 6-7 different tools to communicate with customers, based on 2020 research by Meta. However, to make a meaningful difference and connection, especially during months like Ramadan, they need to have:
Prepare for a successful Ramadan
Family and cooking are usually the most popular topics discussed during Ramadan, but there is no “one-size-fits-all solution” for customer engagement. Finding opportunities for cultural relevance, customizing your messages, using an omnichannel engagement strategy, and communicating during peak times are all important. Consumers value convenience, no matter how loyal they are, especially during unusual times.
To make Ramadan 2024 even better, track and attribute success within each marketing campaign and make sure you’re prepared for the spike in consumer demand.