You can’t afford to be caught short on Black Friday. If you want to capitalize on the potential for boosted sales, elevated brand awareness, and an upsurge in loyal customers, it is crucial to make preparations in advance.
Integrate some or all of these tried-and-true strategies into your virtual, customer-friendly store, and you’ll be reaping the rewards soon.
1. Get the word out
Your business will be competing with thousands of others on Black Friday. That’s why you must create buzz about your planned promotions and new product offerings well in advance.
It’s never too early to start. Leverage social media, email blasts, blog posts and teasers on your website. Countdown timers are also a great method for creating that sense of excitement and urgency that will help drive interested viewers to your home page.
2. Don’t forget to incentivize your loyal customers
Launching a customer loyalty strategy is a highly effective means to thank regular buyers for their business, and to encourage them to continue to return.
If you have not already initiated this type of program, contact the company that provides your merchant account for ecommerce businesses. They will show you how to use the tools that are already built into your point of sale system to build a client database and create the perfect loyalty program for your online store.
To whet their appetite for Black Friday, reward these exclusive members with early glimpses of your seasonal specials. Consider giving them preferred pricing or advanced delivery on hard-to-find items, and make the pot even sweeter if they refer friends or family who ultimately make purchases of their own.
3. Come up with creative product offerings
Black Friday is all about gift-buying. People will appreciate anything you do to make their shopping journey easier and more fruitful on this busy day.
Creating innovative merchandise bundles lets customers enjoy several of their favorite products at once, perhaps at a reduced price.
You might also consider adding a free gift or sample to the bag as well. This will leave buyers with positive feelings about your brand, and might introduce them to something new that they will purchase again.
4. Lay the groundwork for future sales
The increased flow of customers to your website on Black Friday sets you up for higher sales today, as well as for more loyal customers and higher profits tomorrow. However, it doesn’t just happen on its own.
Encourage Black Friday shoppers to come back in December and beyond by including time-sensitive discount coupons with their purchases. You could add them to the receipt or email them a day or two later, following up with a reminder message.
Leverage the new list of email contacts you have gained by sending out a regular newsletter or blog that gives them valuable information about your products, introduces them to your brand and staff, and, most importantly, keeps them connected to your company throughout the holidays and after.
Black Friday only lasts for 24 hours, but its effects can shower you with increased sales and a host of new and enthusiastic customers for months to come.
Take the time to lay the foundations now to reap the ongoing benefits.
