Due to restrictions that should be lifted in 2021, Black Friday had to shift online in 2020. While things are beginning to restore to some kind of normalcy, it appears that this year’s retail extravaganza on November 26 will once again be dominated by online shopping.
Customers were forced to peruse Black Friday deals online because non-essential stores had to close during the countrywide lockdown in November. But even before the second lockdown announcement, 66% of Black Friday buyers said they planned to purchase exclusively online, so this is a trend we would have seen anyhow. This move is hardly unexpected given that ecommerce currently represents more than 25% of total retail sales in the UK.
Retailers must keep up since managing a Black Friday campaign online differs from managing one in-store.
Replicating the fervour and demand of Black Friday online is one challenge. Shopping in a physical store is an immersive experience because of the other customers, big sale banners, and quickly emptying racks. Online replication of this is challenging. If you push your sales too hard, visitors may leave your website; if you push too softly, they may miss your Black Friday event entirely.
Also Read: Best 6 Digital Marketing Strategies To Enhance The Customer Experience
Converting Black Friday shoppers into devoted, repeat customers is the second issue. While the event often results in a considerable increase in revenue and the acquisition of new customers for retailers, its success is frequently fleeting. Given the current situation of the UK economy as it works to recover from the pandemic’s consequences, this is even more likely to be the case. The day itself is expected to increase profits in what has been a difficult year for businesses, but the weeks that follow are likely to see consumer spending levels that were present before Black Friday.
But brands may overcome these difficulties with the correct methods and tactics. Instead of limiting Black Friday to a momentary flurry of activity, you may boost sales and win over devoted clients who shop with you long after the occasion has passed. How? Read on.
4 strategies for increasing sales and gaining devoted clients this Black Friday
1.Personalize it
Consumers are unlikely to be enticed by broad Black Friday discounts given the number of offers vying for their attention. Instead, divide up your customer base depending on the information you have about them, such as age, gender, average order value, frequency of purchases, and region, and then present offers that are specific to their wants and needs.
For instance, a garden business could advertise pertinent, high-end plant care items to high-value clients who recently purchased particular plants. To further boost engagement, combine this with contextual information, like plants ideal for winter areas, and personalization, like their name in the subject line.
It’s important to think about what drives your client groups to make purchases on Black Friday. According to our research, women are more likely to buy gifts for other people than men are.
2.Make your campaign longer
You’re in a fierce battle for customers’ attention if you simply offer a Black Friday bargain on the actual day. In 2020, advertising emails inundated inboxes all across the world. On Black Friday alone, some service providers processed more than 5.8 billion emails.
Consider expanding your campaign to a week, two weeks, or even the entire month, rather than concentrating exclusively on November 26. While you might be concerned that this might compromise the exclusivity of your campaign, properly done, it might have the opposite impact. Customers may be drawn in, feel pressured to make a purchase, and be enticed to return for additional deals on other items by special offers, such as those on particular products for a brief period of time.
Customers are 32% likely to make another purchase; those who make two purchases are 54% likely to make another purchase. During Black Friday, you may encourage repeat business and raise the possibility that customers will keep coming back after your sale has ended.
3.Messages of engagement
Many Black Friday buyers are seeking for the best offer and are bargain hunters. By interacting with them at the perfect time, you may attract their attention above the competing promotions and persuade them to make a purchase.
Given that Black Friday is the day for shopping, it’s likely that these shoppers are motivated by deals and discounts. By encouraging particular actions in exchange for a reward, you can build on this. For instance, reward customers who provide feedback with 10% off their next purchase, sign up for your newsletter to receive a free present, or make another purchase within two weeks to receive £10 off.
Promote your messaging at as many touchpoints as you can to maximise the possibility that these offers will inspire action. On-site messaging that is consistent, such as that found on your order confirmation page and corner-peel, can support your email advertising.
4.Advisory
One engagement message that has been shown to have outcomes that last after the retail event is referral. Over 70 brands used our assistance to launch Black Friday refer-a-friend campaigns last year, which led to a 3x increase in referrals. Particularly fashion brands handled a staggering 290% more recommendations than typical.
Even better, compared to consumers gained through other channels, those obtained through recommendations are probably going to have a higher lifetime value. Because of their friend, they are more likely to like your brand. Referred consumers are more likely to make a second purchase, spend 11% more on their initial order, and refer five times as many friends.
Interested in inspiration for your Black Friday referral campaign? Register for our September webinar and take a look at our lookbook.
Source: promotion strategy , promotional strategies