Build around your customer’s calendar.
Diwali, wedding shopping, regional festivals and end-of-season events create different buying missions. Do not assume every category or city follows the same pattern. Use your own demand history, research and available assortment to choose which occasions deserve attention.
Pressure-test the promise.
A campaign depends on in-stock sizes, clear eligibility and a delivery promise operations can support. Review cancellation risk and customer service readiness before increasing acquisition. A sold-out headline product can make a campaign look popular while leaving shoppers disappointed.
Model three commercial cases.
Create a base case, a demand shortfall and a cost-pressure case. Include product cost, discounts, fulfilment, returns, acquisition and programme support. Keep the assumptions visible. A plan that needs every input to improve at once deserves a closer look.
Follow the customer beyond the event.
Compare retained purchases and repeat behaviour after the promotion. A successful event should inform assortment, service and lifecycle decisions. Avoid treating a temporary surge in order bookings as a permanent improvement in customer value.
Bring a real question.
Be ready to challenge the plan.
Put the customer need, the evidence and the commercial outcome on the table. A recommendation should be able to defend its place.
Put your brief forwardAn original strategic framework. No completed client study or measured brand result is claimed.