Anti-discount this BFCM
Increasingly, socially conscious consumers continue to prioritise their values when making purchase decisions, even in the face of economic uncertainties. Consequently, businesses are competing to gain extra momentum this holiday season as consumers seek ways to make their dollars count.
With Black Friday and Cyber Monday coming up, the holiday season traditionally revolves around significant discounts and markdowns. For many businesses, it’s a time when profit margins and bottom lines often take centre stage. But what if there were a better way to approach the holidays—one that not only boosts brand loyalty but also impacts the lives of others?
Succeed with purpose-driven consumers
Price, convenience, and quality have traditionally guided purchasing decisions, but the landscape has undergone a transformation in the wake of the global pandemic. A recent study found that 89% of executives say companies that lead with purpose have a competitive advantage in today’s marketplace.
Consumers demand more from brands:
- Seeking a deeper connection,
- A shared mission, and
- An opportunity to make a difference with their purchases.
In response to this growing shift, businesses have the chance to redefine their holiday marketing strategies.
How you can maximise your impact during our Season of Giving
We have dubbed October to December to be the Season of Giving, filled with various impact days your business can speak to and participate in.
As an i=Change business, you can increase conversion, engagement and loyalty this season. Do this by educating your customers and encouraging them to shop as usual, with the extra gift of giving back to a charity of their choice.
Check out our 2023 Impact Calendar.
Double Down for Change campaigns
Increase your giving during the holiday season and align with causes your customers care about by doubling down for change. Instead of discounting, give back from every transaction and engage your customers by empowering them to choose where it goes.
Manning Cartell saw a 4071% return on investment (campaign cost vs revenue the campaign drove) over a 7-day period of doubling down for change.
“We are so excited to see our customers are as passionate about giving back as we are! Our Double Down Campaign to support Mental Health Week saw traffic increase by 10% and orders increase by 16%” – Gabrielle Manning, CEO & Co-Founder of Manning Cartell
Using Stories of Change
As a business, it’s increasingly important to communicate the impact of your giving-back with 100% transparency especially during our Season of Giving.
At i=Change, we collect these Stories of Change from our NGO partners so you don’t have to. Use this content to feature your support and impact across your channels through blog posts, social media and EDMs.
These Stories of Change are more than just an offering when you join i=Change, it’s a bridge that connects the intentions of your business with the hearts of your customers. Additionally, as you face a competitive market, having a unique storytelling element can set you apart.
As you embark on your giving back journey, we will provide additional marketing support on how, where and why you should communicate these stories.
Read our Stories of Change here.
Take this opportunity to use the 2023 holiday season as a way to create a meaningful impact on people and planet. Crafting a holiday strategy centred on making a meaningful impact not only nurtures real change but also harmonises with evolving consumer inclinations and emerging trends. As we shift from product and promotion to product and purpose, there’s never been a better time for businesses to give back.
Not an i=Change business?
Start giving back to accelerate your sustainability journey today.