BLACK FRIDAY BONANZA
14/12/2016 | BY AALIA WALKER
Love it or loathe it Black Friday is here to stay.
We worked with two retailers this year to achieve record sales results across Black Friday weekend - nursery online store meandbuddy.com and branded jewellery retailer estellabartlett.com both achieved their highest ever online sales in a day through an integrated marketing push.
Qubit which analysed more than 50m visits from 120 UK and US retailers across Black Friday weekend, saw huge surges in both traffic and revenue.
When comparing Black Friday to a normal Friday, Qubit found traffic was up 220% and revenue up 240%. Similarly, traffic increased 155% and revenue up 380% on Cyber Monday when compared to a normal sales day.
Our results exceeded even those averages. We worked with our clients to develop effective e-crm, social content and creative and delivered reach through an ad supported highly-targeted campaign.
Below we’ve shared some of our secrets to Black Friday success:
In order to avoid a massive drop off in December you need to see Black Friday marketing as the beginning of a campaign that will keep people coming to you throughout the final months of the year.
You need to offer consumers exciting deals including huge price reductions and limited edition offers and don’t forget to offer free delivery to go with it, you need to minimise all barriers to purchase
You’re not the only ones with a Black Friday deal so stand yourselves out with great copy and creative.
It’s all about driving reach and awareness. This means considering PR before and after the event and paid advertising to support your campaign is a must.
Mobile shopping experienced record growth this year. Making sure your e-commerce site is optimised for mobile is now more important than ever
Consumers are now much more familiar with the internet, and care less about which stores they purchase products from. If consumers cannot find and compare your products via the search engines they will go to someone who will. So run a pre-Black Friday SEO audit to make sure the site is optimised for results.
Also Google Shopping proved a winner for our clients, more and more online shoppers are using it, so make sure you’re tactically spending on it for all-round results.