In a MediaBrief exclusive, Siddhant Jain and Pragati Agarwala, Partners at Three Fourth Solutions, share insights into evolving consumer behaviors in response to the growing digital landscape this festive season.
They shed light on how brands can leverage data and personalization to create uniquely tailored experiences and the role of technology like AI, AR, and VR in enhancing their festive campaigns.
They also talk about how they are bringing cultural elements to festive campaigns and providing a consistent omnichannel experience for customers across various touchpoints.
Sharing how he foresees consumer behavior evolving during this year’s festive season, particularly in response to the current economic climate and digital trends, Siddhant Jain shares, “In my opinion, this year’s trend will be more conscious consumption during the festive season due to the current economic situation. Consumers are likely to focus on value and quality, looking for products that can be both cheap and meaningful.”
“Also,” he notes, “the trends of digitalization will continue to grow, and people will spend more time shopping online, preferring companies that make the experience as smooth as possible.”
“Since social media plays a role in influencing the buying behavior of consumers, brands that are able to effectively engage consumers through digital media platforms stand to benefit from higher engagement and loyalty this festive season,” expresses Jain.
Leveraging data and personalization for festive campaigns
Siddhant Jain shares insights on how data and personalization can be used to create unique, tailored festive experiences that resonate on a personal level with consumers.
“Leveraging data and personalization is key to crafting unique festive experiences that resonate with consumers. By using information about customers, brands can identify specific tendencies and patterns, which will help create more personalized content and promotions.”
He explains, “This may involve product recommendations, communication, or special offers that are unique to each consumer’s profile. Also, with the help of data, brands can find out the best time and the most effective channels to deliver their campaigns to consumers.”
“Finally,” he adds, “it creates better relationships, which improves the overall festive atmosphere and increases customer satisfaction.”
Use technology to enhance consumer experience
Shedding light on the role technology is playing in this year’s festive season innovations, Siddhant Jain notes, “Immersive technologies such as AR, VR, and 3D experiences are being incorporated into this year’s festive season innovations, and technology is central to them. AR is being employed in marketing communication to develop engaging campaigns where consumers can ‘test’ products or ‘celebrate’ the festive season in a virtual way, making shopping more enjoyable.”
Enhancing the consumer experience, Jain reveals how customers are being taken to different worlds using VR, for instance, virtual pandals or festive celebrations, which helps them establish a better connection with the brand.
“Also, 3D visualization is useful for brands to present their products in a more engaging manner and thus more attractive to customers,” says Jain. “Through these technologies, brands can design engaging and immersive experiences that not only attract attention but also encourage consumer engagement and loyalty during the festive period.”
How Three Fourth Solutions is blending traditional and digital
Pragati Agarwala shares how Three Fourth Solutions is bringing back tradition and blending it with their festive season strategy. “In this modern and digital age, we’re revitalizing tradition by seamlessly blending it with innovative strategies in our festive campaigns.”
“We’re highlighting cultural narratives and rituals through storytelling that resonates with consumers, ensuring that traditional values are front and center. By using digital platforms, we’re sharing these stories in engaging formats—like videos, interactive posts, and live streams—making them accessible to a wider audience,” elaborates Agarwala.
She adds, “The combination of tradition and modernity enables us to build genuine and relevant consumer relationships during the festive season.”
How TFS is building cohesive omnichannel experiences
Pragati Agarwala says that during festive campaigns, “we are aligning our digital and physical touchpoints to provide a consistent omnichannel experience for customers.”
“This,” she explains, “begins with a consistent brand message and image across all platforms, both digital and traditional.”
“We leverage data and insights to gain understanding of consumers’ behavior and preferences, so that we can engage with them in the right way, whether they are buying online or in a physical store. For instance, customers may be presented with offers in their email that can be used in physical stores or promotions that are featured on social media,” says Agarwala.
She adds, “Also, we are using technology such as mobile applications and QR codes that bridge the gap between the online and offline environment to ensure that the customer can easily transition between the two.
“In this way, by synchronizing the content of messages, advertisements, and customer service across multiple channels, we are improving the ease and enjoyment of the festive shopping experience.”
Navigating festive season budget allocations
With rising digital ad costs during the festive season, Siddhant Jain reveals, “we adopt a strategic approach to budget allocation that maximizes resource efficiency across various platforms and channels.”
“First,” he explains, “we conduct thorough market research and data analysis to identify which channels have historically delivered the best ROI for our target audience.”
“We focus on the most effective channels, including social media and search advertising, as well as less expensive opportunities like influencer marketing and organic content. Using A/B testing, we are able to make constant improvements to campaigns in real time, shifting budget to the most effective ads and channels,” adds Jain.
“Furthermore,” he says, “we stress the importance of integrated campaigns that work cohesively across the media mix—ensuring that digital initiatives support offline tactics, including in-store and event marketing.”
“This approach not only increases visibility but also allows us to better interact with customers, guaranteeing that every dollar spent is aimed at achieving our goals and has the greatest possible effect,” concludes Jain.
