By Elliot Orth
How to Prepare for Black Friday: Strategies for Marketers
Black Friday customers are divided into 2 types: those who know what product they want to buy for sure, and those who just want to buy something at a bargain price. In general, buyers share this way throughout the rest of the year, with the only difference that even if a person does not know what s/he wants, discounts are so attractive and attractive that he will certainly buy something on Black Friday. And your task is to make sure that both the first and second types of customers place an order with you. We’ve prepared some tips to help you do this.
What happens inside retail on Black Friday
Now let’s take a closer look at the “behind the scenes” of retail. We analyzed how peak loads grow on Black Friday compared to other periods:
Website traffic increases by over 60%
The number of sent emails is growing by 55% on average.
Sales show growth from 100% to 400%, depending on the industry and the particular store.
How customers behave on Black Friday
Finally, let’s look at customer behavior. At the first stage of the search, customers are divided almost equally between online and offline stores, and then they start moving in different “directions” – moving from one channel to another, coming back, moving again. On average, customers go through 4.2 steps to purchase, that is, they can move between online and offline purchases more than 4 times.
More than half of customers (57%) start searching for products on the Internet, and then:
21% complete an order online;
36% of those who started searching on the Internet buy at retail;
the share of buyers exclusively in retail without visiting online is only 7%;
and 7% of those who started searching offline flow online.
Tip 1. Extend the duration of the promotion
A Google study found that 70% of shoppers plan to start their holiday shopping earlier to avoid crowds. And this applies not only to retail but also to online purchases, for example, visiting pick-up points.
For example, the Imperia Techno online store extended the promotion period and devoted the entire November to Black Friday. Every week, the retailer selects changing promotions and informs customers about them via email newsletters.
Tip 2. Send a series of emails instead of one
It is good to notify customers with one letter about the start of a large-scale sale, but it is even better to prepare a chain of letters with different content that will warm up the buyer’s interest.
First email announcing Black Friday and inviting the customer to participate in the sale. In it, you can tell about the categories of goods and brands that will participate in the promotion and offer goods that will be of interest to the buyer;
In the second letter, use segmentation according to various parameters: gender, interest in a category or brand, etc.
The third letter, which serves as an urgency trigger: reminds the client that the promotion will not last forever and should hurry up with purchases.
The chain can be longer, the main thing is that each letter is interesting to the subscriber and motivates him to buy.
Tip 3. Choose the right channel for communication
Do not forget that all clients are unique, and each of them can not only make a personal offer but also make it in a channel convenient for him. Website, email, push – for each situation and segment, you can set up a personal strategy for product recommendations.
Also, use a mix of different channels, such as email the customer ahead of time, and then use push notifications as an urgency trigger.
To do a great job on Black Friday is a huge merit for every online store, but it is important not to stop there. Surely you will attract many new buyers this season, and marketers will have an important task – to keep them and turn them into regular customers. But we will talk about this in the next article.