Women’s Day 2021 is a perfect opportunity to celebrate the social, economic, cultural and political achievements of women across South Africa. It is also an opportunity to meaningfully connect with your female shoppers.
However, it is important to not view it as “another” marketing opportunity. But rather as an opportunity to actually make a difference in the lives of South African women. As such, Payflex puts together 3 innovative Women’s Day marketing strategies to empower your female shoppers.
Create promotions tailored to women
Create promotions, discount codes, and special offers specially tailored to your female audience. This should not just focus on 9 August, but should run for the entire month of August. Deals and discounts are a great way to boost sales. In addition, they are an important opportunity to increase engagement and forge stronger relationships with your audience. Moreover, you should put your money where your mouth is by donating a percentage of all proceeds to one of the women-focused causes you support or align with.
Raise awareness
Today’s consumers expect retailers to act in certain ways when it comes to social issues like inclusion and gender equality. Women’s Day is an important day to highlight your commitment to addressing and raising awareness on issues faced by women. If your company is already involved in women’s initiatives as part of your corporate social responsibility, you should highlight this for the month of August across your various platforms. Visibly highlighting your commitment through meaningful actions and engagement not just during Women’s Month and on Women’s Day, but all year round, will go a long way towards winning the hearts and minds of South African consumers.
Share female-focused content
Content is an excellent way to highlight the experiences and perspectives of women from all walks of life. Whatever industry your eCommerce store specialises in, try showcase women who are doing incredible things across your various platforms. This can be your own employees, guest bloggers, or even your own customers. Share photos with excerpts highlighting their achievements, their stories, as well as their aspirations. In addition, encourage engagement and authentic conversations with your audience by asking them for their own stories.
Women’s Day – Wrapping up
Women’s Day 2021 is an opportunity for eCommerce retailers to authentically and meaningfully connect and engage with South African women. However, it is important to remember, Women’s Day marketing is not a one-size-fits-all. Instead, brands need to be mindful of their approach and strategies in order to ensure authenticity. The bottom line is, approached strategically and thoughtfully, Women’s Day could be a significant opportunity to raise brand awareness, loyalty, and respect.
