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Editor’s note: ‘MoCuan di Bulan Ramadan’ is an initiative by MoEngage. In these articles, we talk to our customers to understand their customer growth strategy, engagement tactics, and best practices across product and marketing during Ramadan.

Please share a brief about your background and your role at Blibli.

Blibli is Indonesia’s pioneer and leading omnichannel commerce and lifestyle ecosystem, focusing on serving digitally connected retail and institutions consumers nationwide. One out of every 8 Indonesians shops on Blibli, making it a priority to make this insight a stronghold and improve on it. We were founded in 2011, firmly believing in empowering our customers to ‘Dream Big’ and strive towards the best shopping experience they can get. In a nutshell, Blibli is an Indonesian brand created by Indonesians, in Indonesia, and for Indonesians. Our brand proposition, ‘Customer Satisfaction 1st’, is a testament to our customer-centric insights-led approach to engagement. 

My primary role here is strategic in nature. My team and I build and execute omnichannel marketing campaigns that improve the value of customer relationships, keeping cost-effectiveness in mind. 

When do you start planning for Ramadan campaigns?

We generally start planning our strategies and campaigns for Ramadan about 1 month before the holy season starts. We do this to analyze customer behavior and preferences with historical and current data, with which we can gain valuable insights! This helps us address all the needs of our customers, ensuring that we are better prepared for our Ramadan campaigns.

How important is using hyper-personalized campaigns that can positively impact your brand this Ramadan?

Ramadan is a highly crucial period for us at Blibli. Having said that, we plan our Ramadan campaigns into three main phases.

1. Pre-Ramadan
2. During Ramadan
3. Post-Ramadan

Each of our numerous customers behaves differently, and their preferences change dynamically. This is one of the main reasons why hyper-personalization is really important to us. Segmenting our Ramadan strategies into three stages allows us to understand the change in customer behavior and helps us better serve our customers’ needs.

What advice would you give brands to run impactful campaigns for Ramadan?

To ensure that your Ramadan campaign makes waves and is a huge success, you have to 

• Begin planning your Ramadan campaign well in advance, at least a month or so beforehand.
• Ensure you accurately segment and reach/engage your customers who celebrate Ramadan.
• Hyper-personalize your campaigns, treating each customer uniquely.
• Test your campaigns with a small sample group to forecast your metrics, ensuring they’re all in place.

Additional Insights on Blibli’s Successful Holiday Campaigns

Using Dynamic Product Messaging to Solve Cart Abandonment Issues

Generally, players in the E-commerce space in Southeast Asia heavily run campaigns on special festive periods, that is, 11/11, Harbolnas, Ramadan season, etc., offering significant customer discounts and once-in-a-lifetime deals. Blibli is no different and wants to secure the maximum engagement and conversions for its Holiday Marketing Campaigns. To ensure that their email campaigns for the holiday hit their full potential in terms of deliverability, cart additions, and conversions, Blibli decided to use MoEngage’s Dynamic Product Messaging via their emails to ensure a high impact on their overall numbers.

After running DPM email campaigns, they were able to achieve the following compared to regular email campaigns:

• 4.5x uplift in emails received by customers
• 7x increase in cart abandonment campaign conversions

Geofence Campaigns That Convert 5x More than the Industry Standard 

Blibli was looking for an insights-led customer engagement platform to run cost-saving push campaigns compared to other less cost-effective channels. Based on MoEngage’s customer support team’s recommendation, upon running location-based geofence campaigns with personalized messages, Blibli achieved the following:

• 5x more conversions than the average industry benchmark
• 100% increase in Monthly Transacting Users during July 2022

What are Some Insightful Strategies to Engage Better During Ramadan?

Ramadan is here, and businesses in Indonesia are either preparing or prepared to leverage the boost in consumer spending in 2023. The country’s digital transformation growth has made Indonesian consumers more tech-savvy. Brands should therefore prioritize channels where their customers might be.

Here are some insightful strategies to help consumer brands drive meaningful engagement:

1. Brands should shift their focus towards social media platforms with a special emphasis on offers and deals.
2. Brands should start leveraging customer data and derive actionable insights to personalize campaigns, thus catering to needs and preferences.
3. In the season of sharing and caring, brands need to leverage CSR initiatives like partnering with charitable organizations or pledging donations to reflect empathy and build trust.
4. Brands need to invest in innovative strategies and stand out of the crowd by devising novel ways of engaging customers. 

Ready for an exciting Ramadan season? Get started with abovementioned insights and actionable strategies!