Beyond Ramadan: How to Retain Customers After the Festive Surge

Martechvibe

20-03-2025

Ramadan brings a surge in sales, but how can brands retain customers after the festive season? Discover data-driven strategies from Gameball and Braze to transform short-term shoppers into long-term loyal customers.
Ramadan is an opportunistic period for businesses. But what happens when the festivities end? Too often, companies experience a post-Ramadan slump, with engagement plummeting and once-loyal customers walking away.
Why do some brands sustain momentum while others lag behind? The key lies in transforming short-term holiday transactions into lasting customer relationships. Understanding The Post-Ramadan Retention Challenge
According to Salma Sabbour, Senior Loyalty Manager at Gameball, many brands attract first-time buyers during Ramadan through discounts, seasonal offers, or the natural surge in demand. However, they often struggle to retain them post Ramadan.
'To sustain momentum, brands must go beyond focusing on short-term sales and build lasting relationships,' said Salma. 'Ramadan provides an opportunity to leave a strong impression with product quality, exceptional service, and frictionless experiences while also collecting valuable customer data.'
To retain customers, brands can use this data to personalise engagement and offer loyalty incentives, which would turn one-time buyers into repeat customers. Extending the Sense of Exclusivity and Urgency Beyond Ramadan
Brands can maintain customer engagement post-Ramadan by continuing the momentum of exclusivity and urgency. Salma suggests several key strategies: Exclusive Post-Ramadan Rewards: Offer special rewards to Ramadan shoppers that can be redeemed only after the festive season. This encourages repeat purchases and fosters loyalty beyond the seasonal peak. Transitioning to the Next Seasonal Demand Driver: Shifting from Ramadan promotions to a 'Get Ready for Summer' theme aligns offers and messaging with upcoming consumer needs, ensuring continuous engagement. Gamification and Streak-Based Challenges: Encouraging repeat purchases or interactions over a set period creates a psychological commitment, reinforcing habitual engagement even after Ramadan ends. Leveraging Post-Ramadan Data to Predict and Influence Future Customer Behaviour
Sharif Kotb, Area VP Sales – GCC at Braze, highlights the importance of analysing post-Ramadan customer data to predict future behaviours.
'As brands transition from the festive atmosphere of Ramadan, the data collected during this period offers a treasure trove of insights,' said Sharif. 'By analysing purchase trends, engagement peaks, and preferred messaging channels, brands can identify what resonated with consumers and capitalise on that momentum moving forward.'
Sharif outlines three key strategies for leveraging data effectively: Customer Segmentation: Differentiate between one-time purchasers and repeat buyers to tailor follow-up campaigns effectively. Utilising customer segmentation features allows brands to create distinct groups for personalised outreach. Integrating and Comparing Data: Brands should not treat their data in silos. Comparing pre-Ramadan data with insights gathered during the month enables powerful predictive analytics to hyper-personalise offers. Targeted Messaging Strategies: For example, if Sarah shifted her ordering habits to indulgent treats during Ramadan, a food delivery brand could craft a campaign encouraging her to return to healthier choices. Similarly, a gifting brand could remind customers that gifts aren't just for Eid, using content cards to showcase personalised gift recommendations. Adjusting Omnichannel and Messaging Strategy to Prevent Engagement Drop-Off
To sustain engagement after Ramadan, brands must maintain their connection with customers. Sharif advises against drastically pulling back on marketing efforts, as this risks becoming 'out of sight, out of mind.'
Key recommendations include: Cross-Channel Orchestration: Brands can personalise re-engagement campaigns across email, push notifications, and in-app messaging to prevent drop-offs. Owned vs. Paid Channels: Instead of shifting focus solely to acquiring new customers, brands should leverage owned channels to nurture existing ones, as they are already engaged. Gradual Transition in Messaging: Instead of abruptly ending festive promotions, brands should shift to long-term loyalty incentives, such as exclusive rewards and personalised re-engagement campaigns.
One successful example is Snoonu, Qatar's fastest-growing food delivery and online shopping marketplace. To boost engagement during a slow season, Snoonu launched a gamified campaign called 'Order and Win Gold,' where users collected treasure chests for a chance to win 300 grams of gold. This campaign led to a 30% increase in orders and was implemented in just one to two months. The key takeaway? Engaging customers across multiple channels increases retention and keeps them connected to the brand.
The post-Ramadan period doesn't have to mean a steep drop in engagement. By leveraging customer data, extending exclusivity, and maintaining omnichannel engagement, brands can turn seasonal shoppers into long-term loyal customers.
Chandni is an Editor with a keen interest in customer-obsessed ideas. A journalist by profession and a writer at heart, she is committed to martech and CX content that resonates with readers across industries.
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Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities.
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Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem.
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Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform.
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Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle.
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OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences.
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Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale.
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Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases.
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Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market.
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Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle.
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HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals.
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Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales.
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Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics.
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Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
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Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio.
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