Black Friday & Cyber Monday have now become significant trading days for retailers with a startling disparity between the winners and losers. In 2019 UK retailers saw a 0.9% decline in sales vs 2018* – which was still a significant number when we consider in 2018 online spend was £1.49 billion!^
2020 has been like no other year with the Covid-19 pandemic, and this year's Black Friday and Cyber Monday may well look very different with fewer in-store events. Retailers will be wanting to be the first choice for consumers, to deliver a strong Q4 this year. A key challenge however will be ensuring that they can then deliver on the demand with supply chains struggling to return to pre-pandemic levels.
We have some top tips on how you can make the most out of this opportunity and attract consumers to buy from you, rather than your competitors: -
- Warm up message – make prospects & customers aware ahead of time that you have Black Friday / Cyber Monday offers coming. We would recommend communicating at least two weeks before so that they can research your products and you can start to build that excitement.
- Follow up – then once you are live with your campaign, communicate again to let consumers know your offers / deals are live.
- Channel – Email is the obvious choice here because of its speed of delivery and low cost, but this will obviously be dependent on the size of your email database. So, online advertising may also play a big part in your campaign.
- Message – we recommend keeping your messages really simple. Across the range of email communications we send for our clients, it is broadly the top navigation (this really is a key section) and the hero graphics which get the most clicks.
Talk to us today about how we can support your Black Friday & Cyber Monday campaigns: contact firstname.lastname@example.org or call 01908 829300.
^ Retail Assist - https://retail-assist.co.uk/top-ten-black-friday-stats-2018/