As every year, the most important event in the world of commerce is approaching - Black Friday. In 2019 the date of the event is on November 29th. Although the fashion for this American shopping holiday has come to Poland just recently, it is becoming more and more popular every year. Is it worth engaging your online store in this event? How to prepare for it? We answer in the article below!
Statistics conducted in 2018 show that around 60% of Poles have already met with the term Black Friday. This is a significant increase compared to survey from year before, where only slightly more than 40% of respondents gave a positive response. According to statistical data, on last year Balck Friday an average Poles spent around 340 PLN on shopping. The total shopping expenses of Polish people from that day exceeded 2.3 billion PLN nationwide. The most popular industries during this event are footwear, clothing, multimedia, electronics and household appliances.
However, because it is still a fairly new phenomenon on the Polish market, many online stores decide to extend the event for the whole weekend, or even the whole week. Similar activities are also observed on foreign markets, where Black Friday is often changed to Black Week. In addition, there are similar events in the same period - Cyber Monday (Monday following Black Friday, this year on December 2nd) and Free Delivery Day (December 10th). From the above facts it is easy to deduct that the end of November and the beginning of December are a good time for increasing the sale and promoting your online store. However, to really gain - you need to be well prepared. How?
1. Prepare your online store
One of the most important steps is testing the entire purchasing process. This servs catching any problems before the traffic on Website increases. It is good practice to prepare a separate landing page for promotional purposes only. You can associate this page with the main page, e.g. through a dedicated banner. It is worth adding labels informing about the discount to the products covered by the promotion. You can also include a special pop-up on the homepage.
2. Prepare the warehouse
A product that has been ordered by a customer but is missing in your store's assortment is a real loss. Consumers do not like to wait for products and their confidence in the brand is falling. Unfortunately, you cannot predict exactly how much of your goods will be sold during the offer. It is best to prepare yourself by stocking up the warehouse. If, for example, due to the small space, you are unable to store a large amount of goods, it is worth considering the help of an external logistics partner.
3. Prepare your marketing campaign
The advertising campaign is one of the most important elements in case of Black Friday. It should include activities on social media and email newsletters to customers. Good practice is to familiarize yourself with the content prepared by your competitors and sales leaders from the previous year. It is important to prepare some original, interesting graphics and email templates. You can also use solutions such as gifs, movies and memes. It may not be easy to stand out from many offers, so you should think about it, plan it and prepare yourself in advance. You can also start your social media campaign earlier, e.g. the countdown to the start of the promotion. You also can't forget about the hashtags that will help promotion hunters to find you.
4. Prepare a good offer
It is worth focusing the promotion around one or few products for which you can realistically minimize the margin, or even sell them completely "at cost". It is worth linking the products covered by the promotion to other products with a higher margin, through Cross-sell or Related Products. For example, you can offer a big price cut for an electric drill driver, but offer an additional purchase of a set of drill bits, tool bag and other accesories with a higher margin. It is worth enabling the Wishlist option, so that customers can save and analyze their purchase plans, or even suggest them to someone else as an idea for a Christmas gift. Also consider forms of promotion like "Second product 50% cheaper" or "2 + 1 free". If you run a loyalty program - add for e.g. extra bonus points.
5. Be honest
Consumers are not stupid, and they will not be easily fooled by an unreliable offer. We are talking about pseudo-promotions, build on raising the prices just before the sale, to drop them back in sale day, or giving an incorrect, inflated price "before the discount". However, this is not a good approach - the perceptive customer will realise before making a purchase. This reduces the credibility of the store in his eyes. If the discount does not disappear after the end of promotion days and "hangs" in the store for next weeks - customers will also notice this and will feel cheated. Trust in your brand will fall, and consument, even if bought once, will not be a loyal, returning client and will not recommend this store further. As a result, you'll lose more than you've gained from several visitors who have been deceived.
6. Ensure a good after-sales relationship
These types of discounts are accompanied by spontaneous purchases. Products that were not plan to buy often land in the customer's basket, because he decided to do so under the pressure of a limited time offer. However, there are methods to help your client during "buyer's remorse". A good idea is an „thank you” email. You can also share the reviews of other satisfied users. Encourage the customer to leave opinions about the product and service himself. Make sure you have a trouble-free return and warranty system. It is also worth offering a package tracking option. The positive experience of after-sales service will increase the chances of getting loyal customers who will come back for more.