JET teaches how to take advantage of the full potential of the date to win over consumers and boost sales.
On the radar of more than 70% of Brazilian consumers, Black Friday 2022 takes place on November 25 and promises to move mainly the textile, stationery, smartphones and small appliances sectors – according to a survey carried out by the Ipsos Institute. JET’s Product Marketing specialist, Elvis Gomes, says that the date can be used strategically to attract and retain customers in e-commerce.
“In digital retail, what maintains the financial health of the business is the repurchase. It is not sustainable for the online store to receive the same user only once – we need them to come back and consider that site as a search option as soon as they feel the need to buy something”, he explains.
Elvis Gomes also highlights the role of the World Cup, which can boost the attraction of new visitors to the site, as people who are not used to looking for certain products can enter new sites because of the event. “A survey by Nielsen and Toluna revealed that half of Brazilians intend to make purchases on the date with the aim of watching the World Cup games, while only 33% still do not know what they are going to buy and must decide on the spot”, he points out.
In view of this, the expert presents five tips to help shopkeepers prepare and make the most of Black Friday’s potential in digital retail.
1. Brand reputation
How is your company’s image on the internet? Remember that everyone is doing a lot of research that day. Therefore, if ‘Complain Here’ is full of dissatisfied customers, your social networks have a lot of negative comments and your website has bad reviews, take a step back.
Improve your brand image before investing in Black Friday campaigns. Remember that this is a day when people are willing to search for information about stores, comparing not only prices, but shopping experiences as well.
2. Conversion and loyalty
Good communication and improving the site’s infrastructure requires financial preparation, but it is a worthwhile investment, because there is no point in winning over several users at the same time if the site does not support so many hits.
The secret is to use Black Friday as a bait to ‘hook’ new customers – the idea is that they buy again on your website after Black Friday. To win them over, provide an excellent shopping experience, with good usability, which must be accompanied by a realistic shipping deadline and online support to answer questions and help with purchases.
3. Planning and organization
A common mistake is to organize the Black Friday campaign shortly before the date. Another issue is that not every company should participate in promotions – observe how your structure is today, because this is a date that attracts people in droves. If you are not ready to receive thousands of hits and purchases at the same time, it is better to leave it to join Black in 2023 and structure your digital platform first.
To carry out this analysis, pay attention to points such as: site structure, stock, capital to invest, current database, security, relationship with suppliers, logistical structure, among other factors. If you choose to enter on Black Friday, use this information to decide whether you will only perform for the day, for the week or for the entire month.
4. Products on sale
If desired, the retailer can choose to put only a few SKUs on offer, rather than the entire store.
One possibility is to apply discounts only to items that are out of stock. To offer good prices without changing profitability so much, propose partnerships and agreements with suppliers.
Keep your focus on offering prices that really make a difference in the customer’s pocket, because this is a day where no time is spared to search and find the best deals.
5. Cyber Monday
The retailer needs to remember Cyber Monday, which is an opportunity to dispose of items that were advertised and did not sell well on Black Friday. For them, it is worth using the Monday right after the Black weekend, as, in addition to increasing the possibility of financial gains, this action also attracts new users to e-commerce.
Say extra!
For those who need to save money on online ads, it is recommended to use their own customer base to take actions before, during and after Black Friday, with email marketing and social media campaigns, for example.
This will remind people of your e-commerce, which can even lead to early sales – especially if there are special discounts for current customers.
The post How to use Black Friday to build loyalty in e-commerce? appeared first on ADNEWS.
