It’s no secret that Black Friday is one of the busiest retail events for eCommerce merchants. And with so many retailers jostling for shoppers’ attention, it can be challenging to cut through the noise and set yourself apart. Payflex outlines 10 Black Friday marketing tips to make sure you stand out from the crowd on Black Friday 2020 and beyond.
1. Create a buzz
Build suspense and anticipation in the lead up to Black Friday 2020 to entice as many shoppers as possible. Create a buzz around your deals by offering your audience ‘teasers’ of what’s to come via your various platforms. This is a great way to prepare people to buy. You can do this through offering sneak peaks into upcoming deals, or offering a ‘surprise’ gift with a customer’s order.
2. Reward repeat customers
Repeat customers are key to a successful eCommerce business. In fact, loyal customers spend 67% more than new ones. Similarly, 91% of consumers are more likely to shop from brands who recognise, remember, and provide them with relevant offers and recommendations. It can therefore be highly effective to reward repeat customers by offering them exclusive deals and discounts.
3. Create a sense of urgency
It’s not just about how much you lower your price on Black Friday, but about how you can make sure customers purchase your deals and discounts as quickly as possible. This is where urgency comes in. Apply time-related incentives to intensify urgency like low-stock alerts and countdown timers. Flash sales are also an effective mechanism to create a sense of urgency. By putting a time limit on your offer, you encourage your customers to act right away.
4.Black Friday for a Cause
Another way to set yourself apart is by giving back. Allocate proceeds from your sales to a cause that’s close to your heart. This is especially relevant at the moment, with so many people in need due to the COVID-19 pandemic and resultant lockdown. Shoppers under the age of 40 prefer to give back through where they shop. In the same vein, 75% of shoppers are likely to start shopping at a company that supports an issue they agree with.with. Giving back will not only create a tangible difference in the lives of others, but will help foster a positive brand image for your brand.
5.Offer free shipping
While competition amongst retailers heats up every holiday season, this year is set to be even more competitive in the face of the COVID-19 pandemic. More than half of all shopping carts are abandoned because shipping is too expensive. That’s why for years, free shipping has been the gold standard for ecommerce. Free shipping is therefore an incredibly powerful incentive for shoppers. In fact, a recent survey showed 90% of shoppers said free shipping was the number one incentive for shopping online.
6.Tap into the power of email marketing
In 2020, 306.4 billion emails have been sent and received each day. And in 2018, 116.5 million emails were sent on Black Friday, more than any other single day. While in 2019, 39% of consumers opened emails with Black Friday deals and promotions, according to the National Retail Federation. Email marketing is therefore a vital marketing tool when it comes to Black Friday. But in order to make sure your email is opened amid a flood of Black Friday related content, you need to ensure your subject line is enticing as well as ensure you offer something different from the rest.
In addition, with so many promotions on the go, shoppers can easily forget about products they added to their carts. Data collected by DigitalCommerce360 shows that, throughout the 2017 holiday season, 66% of eCommerce merchants didn’t reach out to cart abandoners. Abandoned carts during the Black Friday shopping period represent significant revenue. You should therefore consider sending a cart abandonment recovery email to remind hesitant buyers to complete their order. This could significantly increase conversions.
7. Offer giveaways
It almost feels as if everyone is trying to sell you something on Black Friday (Which they essentially are). This is why giveaways are such a highly effective tactic. While everyone else is trying to peddle their wares, you are offering shoppers something in return for their loyalty. Consider offering giveaways based on client spend. For example, if they spend between R500 and R1000 they get a certain prize, while those spending R1000 and above get something a bit more valuable. Offering giveaways will also help grow your email list and expand the reach of your Black Friday promotion.
8. Advertise Black Friday offers on your homepage
When you market your Black Friday offers via social media and email, shoppers will click through to either your homepage or a dedicated landing page. These areas therefore represent an ideal opportunity to reiterate what’s on offer. You need to therefore make sure your messaging comes across as clearly and succinctly as possible to help encourage conversions.
9.Add extra discounts to sale items
Further incentivize shoppers by adding additional discounts. This not only offers your customer further savings, but encourages them to make a purchase immediately rather than ‘shopping around’ for the right price.
10. Extend discounts throughout the Festive Season
Customers have come to expect Black Friday offers to be available for most of November. So, as you plan your offers, don’t view Black Friday 2020 as a one-day event. You don’t want your customers to believe that your offers are limited to one or two days, as they will simply move elsewhere. Make sure you stagger your specials throughout the month of November.