- Over the years, several brands have taken to
affiliate marketingto market their products using various avenues.
- This year, the net pre-Diwali orders through Admitad’s affiliate channels stood around 67,000 orders, whereas the festive period recorded almost 1,00,000 and sales worth INR 17 Crore.
Indians are known to be festival shoppers, and the trend has continued even during the post-COVID-19 scenario. Over the years, several brands have taken to affiliate marketing to market their products using various avenues.
The Indian e-commerce industry is known for leveraging the increase in demand during the festival season by announcing seasonal sales, discounts and various offers for customers. User intent in heading to e-commerce sites is backed by the attractiveness of these offers. Keeping up with this, the affiliate channel has been instrumental in facilitating online transactions across several categories through aggressive promotions via multiple traffic sources such as coupons, cashback offers, e-mailers, instant messaging, push notifications, browser extensions and more.
In terms of orders across all categories, the net pre-Diwali orders through Admitad’s affiliate channels stood around 67,000 orders, whereas the festive period recorded almost 1,00,000 and sales worth INR 17 Crore. It indicates the extent to which
Admitad’s observations show that consumers have invested significantly in Digital and household equipment like Mobile Devices, Televisions, Home Audio Systems, Large Appliances etc., which witnessed the biggest hike in sales during the festival time. The sale amount under this category almost doubled, recording INR 9.6 Crores as compared to little over INR 5 crore during the week before Diwali.
Festival time In India is reminiscent of families indulging in new clothing and gifting friends and relatives, which is evident from the buying patterns of customers during this Diwali week. Even in the apparels segment, the Diwali period registered a 20% increase in the number of orders, with the sales achieving close to INR 2.08 crores as compared to INR 1.72 crores during the pre-Diwali week. According to Admitad's analysis, there has been a 31% increase in the Gifts & Flowers category i.e. garnering more than INR 15 lacs during the Diwali week, as compared to INR 10.68 lacs pre-Diwali.
Speaking on the promising trends, Admitad India’s Country Manager- Neha Kulwal, said, “Since affiliate networks are focused on promoting coupons, deals and offers it makes them all the more effective during these sale events. Traditionally, It’s the peak time when individuals buy a lot of products in India. As the retailers & etailers allow attractive discounts and deals, people tend to buy more during this period of time. Affiliate networks are therefore well positioned to deliver their best results during festivals and this is a great way to showcase their effectiveness.”
It goes to show the effectiveness of affiliate marketing in delivering returns as per the brands’ marketing spends. Online brands are assured better ROIs during the upcoming festive seasons, if they choose affiliate channels to draw the attention of customers.