The 90-Day Festive Season Marketing Test

The festive season marketing test focuses on how brands can retain customers beyond the holiday rush. Many shoppers purchase items for Diwali, weddings, or family functions that can be reused at other events, and the same goes for skincare and haircare products from festive sales. However, this does not guarantee repeat purchases from the same brand.

Brands often struggle to maintain customer interest after the festive season, leading to a need for better retention strategies. Companies are increasingly recognizing that retention and remarketing are key to turning festive shoppers into repeat customers. By tracking shopper behavior and making smart product recommendations, brands can drive repeat purchases and build customer loyalty.

Effective communication and personalization play a crucial role in this process. Companies like The Bear House, Libas, and Koskii have implemented various strategies to improve customer retention. Harsh Somaiya from The Bear House emphasized the importance of shifting the focus from selling more shirts to helping customers complete their look with denim, trousers, and outfits.

Personalization in communication, based on customer segmentation by product interests, age, location, and season, has significantly improved the chances of repeat purchases for Libas. Koskii, a women's occasion wear brand, faced pressure from discount-driven sales and decided to focus on sharper product pricing and higher purchase frequency instead.

The brand executed a successful bridal campaign in September 2025, generating ₹1.5 crore in revenue from 864 repeat purchases made within 90 days of the initial order. However, assessing the campaign after the festive season would have missed delayed conversions, highlighting the importance of a 90-day repeat-purchase assessment to accurately measure retention.

Some brands, like Koskii, may not have the capital for extensive retention strategies, so they opt for low-cost experiments such as pop-up shops in apartments and corporate parks to improve visibility without a large budget. The key takeaway is that brands must experiment and test their retention strategies during the festive season to determine which approaches work best for their specific business model and customer base.