Black Friday 2023 is coming up, and it’s time to get ready for the biggest shopping event of the year. This global event is a great opportunity for ecommerce companies to focus their strategy and focus on the customer. The point is that brands must adapt quickly to the demands of discerning consumers.
In this article, we’ll introduce you to some strategies you can follow to dominate Black Friday and make the most of this shopping season. Set yourself up for success with our ultimate checklist.
What do you want to achieve in the Black Friday campaign? Set clear and measurable goals
Before diving into Black Friday, it is crucial to set SMART goals: specific, measurable, achievable, realistic and time-bound. This methodology will help you improve planning, optimize resources and time, identify priorities and, based on the results, establish improvement procedures.
To help you, you need to ask yourself some questions such as:
How many sales do you expect? What is your customer base growth target? Do you want to increase the visibility of your brand?
Look back and learn from the past
One of the best ways to plan for the future is to learn from the past. Analyze the results of the previous year and implement proposals for improvement. Trends are constantly changing and innovation is necessary. Which products or categories performed the best? What were your most effective strategies? Use it to improve your focus this year.
Prepare your website
Preparation starts with your website, which is your digital storefront. Make sure it is in perfect condition before Black Friday. Perform speed tests to ensure fast loading, verify that navigation is intuitive and update any outdated information.
Don’t forget your Customer Journey
User experience is fundamental. From Pukkas we recommend that you focus on the customer journey and ask yourself what points users highlight that lead them to choose one brand over another. Simplify navigation, make sure product pages are informative and attractive, and offer simple and secure payment options. A well-designed website will keep customers browsing and, most importantly, buying.
It should be noted that quality continues to be the most sought-after value at the time of purchase and that there is a large percentage of consumers that the communications they receive on digital channels help them decide on one brand or another.
Plan your special offers
The heart of Black Friday is the special offers. Plan in advance the discounts and promotions you will offer. Decide which products will be on offer, what percentage discount will be applied and whether there will be time-limited offers or exclusive promotions for subscribers.
Strengthen your online communication strategy
Accompany your offers with impactful content. Develop persuasive copy that highlights the benefits of your products and convinces customers to buy. High-quality images and engaging videos are also powerful tools to attract buyers.
Optimize your marketing strategies: omnichannel strategy
Black Friday is the perfect time to leverage your marketing strategies. It is vital to develop an omnichannel strategy, that is, to create and maintain a coherent and linear image so that users have a unified shopping experience from all channels. In fact, thanks to this strategy, we can retain almost 89% of our customer base, increasing loyalty, purchase frequency and average ticket. Make sure you have a well-defined strategy that includes social media ads, email campaigns and possibly paid ads on platforms such as Google Ads.
Segmentation is vital
Not all customers are the same, so audience segmentation is key. Divide your customers into groups according to their purchase history, preferences and online behavior. This will allow you to send targeted messages to groups of customers more likely to buy certain products.
At Pukkas we recommend you to create a buyer persona profile, which will help you to get a clear idea of who your ideal customer is and to define more effective and specific marketing actions for each phase of the buying cycle.
Strengthen your customer service team
Black Friday can generate a high volume of inquiries and transactions. Make sure your customer service team is prepared to respond quickly to customer questions and resolve any issues that arise.
As we have already emphasized, the shopping experience is very important and exceptional customer service can make all the difference.
Plan for the day of the event
The day of the event is a litmus test. Make sure your products are well stocked, your staff is ready to meet demands and your promotions go off without a hitch. Efficient logistics is essential to ensure a flawless shopping experience.
Analyzes the results and makes proposals for improvement
Once Black Friday is over, it’s time to evaluate your results. Compare your achievements with the goals you set and analyze which strategies are working best and which ones need improvement. This information will be invaluable in planning future sales events.
Black Friday is an exceptional opportunity to boost your e-commerce and increase your sales. Proper preparation, clear objective setting and flawless execution are essential for success. Black Friday is not just about selling, it’s about building strong relationships with your customers and creating an unforgettable shopping experience. With a customer-focused strategy, your e-commerce can reach new heights on Black Friday 2023.
Set yourself up for success and dominate this shopping season like never before!
If you need advice, come to Pukkas, where we can help you in all the phases related to your digital project.
Do not hesitate to contact us!