E-commerce: 7 tips for more sales on Black Friday and in the pre-Christmas business
You don’t have to be a prophet to predict record e-commerce sales on Black Friday this year. According to Emarsys.com Dealers have been able to expect a plus of over 600 percent worldwide for years – in Germany the spikes were already above average at over 2,400 percent in 2018.
A lot has changed since then: As in many digital industries, Corona has become a sales turbo for e-commerce, which has generated sales like Black Friday this year. 2021 also has some special challenges in store, such as the still big problems with delivery bottlenecks. So November 26th and the five days leading up to Cyber Monday want to be well prepared. Here are our tips for more sales.
The real Black Friday bargain hunters start their research for the best offers weeks in advance. The best way to collect them and other customers throughout the year with well-done content marketing: by becoming fans on social media, regularly following videos and podcasts and subscribing to the newsletter.
And now, at the latest, it is important to come up with offers and drum them up early on via channels such as newsletters, social media, sponsored posts and ads. There is also plenty of opportunity for – and free – advertising directly in the online shop: banners on the home page, in the checkout or in the order confirmation, as well as status updates on delivery, can indicate the big Black Friday campaign weeks and months in advance.
Every retailer now wants to get involved in Black Friday. It’s good to come up with something original to get noticed – but in the end: keep it simple. The flood of offers can be too much of a good thing.
No customer feels like clicking through each shop for a long time to find out which products and which bundle the discount then applies at which time – and in which case it does not. Avoiding frustration is more important than being special. How about just “20 percent off everything” with the code “Blackfriday” on Black Friday? Or simply a gift (“a drinking bottle with every product”) or a top offer that everyone wants?
High discounts on slow-moving goods can also put customers off. There is software such as ASIN-Advisorwho identify niches and items with high sales potential at Amazon merchants. This allows conclusions to be drawn about trends and opportunities on your own shelf.
If Black Friday looks like from the customer’s point of view that the shop collapses under the onslaught, the shopping cart or payment no longer works, or no one can deliver the many orders afterwards, Black Friday really becomes a bad customer experience. So it means thinking about the supply chains, server capacities and all processes when making offers – and ramping them up accordingly.
It is also important to be honest about the availability of goods and delivery times. Retailers should communicate when and whether the customer can expect delivery – Amazon has set the bar high here. If a product cannot be delivered at all or will only be available in a few weeks, the customer should find out transparently – before ordering.
When it comes to resources, retailers should not only calculate with orders, but also with returns management and increase their capacities accordingly. Anyone who already drives to the limit with orders in normal operation could otherwise experience nasty surprises here.
The prospect of more customers and more sales makes dealers’ hearts beat faster, but they are of little use if there is no profit in the end. Therefore, it is important to look at the margin. If that’s already low, a five to ten percent discount can hurt. It can also be worthwhile to carry out model calculations. Could a five percent discount also bring the same results as 15 percent?
It should go without saying, but it still belongs on this list: There are still retailers who leave their sales behind due to a lack of mobile optimization. Over half of the customers have already bought 2020 laut Shopify with the smartphone – and the trend is rising.
The question of “whether” mobile optimized is no longer enough, but it is often about “how well”. Links in responsive websites that adapt to the screen size but then become tiny target objects for the thumb are just as fun as drop-down menus that no one can use and checkouts that are clearly made for the desktop. The latter can be changed relatively easily: PayPal, for example, offers one fully tested mobile express checkoutthat can be easily integrated. Since this payment method is practically mandatory in Germany anyway, why not just use the well-known checkout?
According to Baymard.com Almost 70 percent of online shoppers cancel the purchase process in the shopping cart. Often the only thing missing is the final push for the order. Clever retailers offer free shipping, payment in installments or a goodie (another five percent if you subscribe to the newsletter, free Christmas gift wrapping, etc.) to give the final impetus to buy.
If everything works together well, a shop on Black Friday will win you over with a strong range, fast delivery and a good customer experience. Ideally, this binds you in the run-up to Christmas, for example for further gift purchases and throughout the year.
This works, for example, with personalization when the package arrives in branded packaging, a thank you card with a discount for the next purchase is included and the newsletter or good content keeps in touch with the customer. Black Friday should therefore not be seen and planned as a flash in the pan, but rather an evergreen.
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