Prepare for Black Friday
Whether you love it or loathe it, Black Friday has become a key sales day for businesses in the UK.
Here’s our top five tips for making it work for you.
Build the anticipation online
Even if you have a brick and mortar business, there’s still plenty of scope for you to connect your business to the digital world.
The Black Friday build up seems to get earlier and earlier each year, tap into this with a page on your website that entices your customers with what you’re planning for the big day.
By doing this early on, it gives time for Google to add this page to the search results. You can always add in more information nearer the time too.
Collect email data
Set up a form on the aforementioned landing page, so customers can sign up to Black Friday emails from your business. Remember, they will be bombarded with emails on Black Friday, so this way you can keep them in the loop with the upcoming offers in the lead up to the big day.
It also means you’ll have a bank of leads that you can email other promotions too throughout the year.
Smart cross selling
We all know that on Black Friday there are some silly discounts out there, great for the customer, not so great for your profit right?
Yes you may need to do a few eye-watering prices to get people through the door or onto your website, but be really smart about cross-selling, to ensure that overall basket spend is high.
This is something that works best when planned in advance, look at your sales data, what products naturally sell together and price accordingly.
Target the right customers
Black Friday is a great opportunity to target lapsed customers, you don’t have to send the steepest offers to the customers that regularly buy at full price.
Using targeted emails you can get lapsed customers back with a great deal, then follow up with relevant upsells later down the line.
Organise your data
The tactics mentioned here only work as well as the data that drives them. So now is the perfect time to get your customer database organised.
If you’re not already collecting customer emails, start this now and in November you’ll have a captive database to send your offers to.
Whether you collect them in person or online, you need to ensure you’re collecting emails in a way that is GDPR compliant, that means a clear opt in system.
Black Friday falls this year on Friday 25th November, plan ahead now and you can make this a successful spike that really works for your business.
