Consumer Behaviour During Ramadan: Is Your Fulfilment Ready?

15. June 2017 0

With the Holy Month of Ramadan is well underway, this week we wanted to look at how this time of year impacts consumer behaviour across the region. Interestingly, Ramadan is an incredibly active time for consumer shopping in the GCC, this is particularly true in the online space.

In this week’s post, we’re going to be looking at some of the key industries that are expected to see increases and share some tips that can help you meet that demand.

Online Shopping Spikes During Ramadan

The month of Ramadan has a large impact on the behaviour of shoppers across the GCC. The combination of shorter working hours and the overall celebratory feeling during the holy month helps to put consumers across the middle east in shopping mindset. Additionally, the shorter work hours also lead to increased time online. Unsurprisingly these two factors combine to provide a very tangible boost to online shopping in the region.

Some of the industries that benefit from this spike the most are household appliances and items often associated with gifts. Items such jewellery, electronics, and clothing all experience a noticeable increase in demand, especially in the final weeks of Ramadan.

Back in 2016, the online traffic across the UAE peaked between 11am to 4pm, in Saudi Arabia however the peak was later occurring between 9pm to 4am and 2pm to 4pm.

Ronaldo Mouchawar, CEO and co-founder of Souq.com said in 2016 “People across the region are online more than ever before, during Ramadan this trend is even more pronounced.”

He continued “Throughout the Holy Month consumers are spending more time shopping online fuelled by seasonal demand gifts, I expect the e-commerce industry will witness a significant upsurge during the season.”

How Can Your Business Be Ready?

So now that you know why it’s important to plan for the holidays, it’s time to get organized and make sure your fulfilment is up to the task. Here are 3 tips you can use to make sure your products get delivered during Ramadan.

Think about your shipping strategy

Whether you charge for shipping, have a minimum purchase size, or offer free shipping make sure you are up front with customers. Give buyers full transparency with regards to your fulfilment plan and if possible let them choose the specific delivery day. Research has shown across multiple industries that most consumers prefer to receive their shipment on a specific date.

Plan and promote your returns policy

Make sure your returns policy is clearly visible and well thought out. As nearly two-thirds of online shoppers look at the return policy before making a purchase when shopping for gifts you should include it directly within the product page to save time.

Sync with your supply chain.

Even if everything on your side is running smoothly, if your suppliers can’t keep up with demand you’re going to look bad. Do your best to keep the supply chain in the loop regarding your sales, promotions, and fulfilment timelines, this will help them support you and can save a lot of embarrassment.

Are you ready for the Ramadan rush at your business? Have you given any thought to the potential increase in sales? Be sure to let us know in the comments below, and if you looking for more information on shipping policies be sure to check out our last article.


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