Why retailers need to prepare now for Black Friday
It may only be August, but retailers are already looking towards Black Friday and gearing up for this massive shopping day in November - it also marks the beginning of the Christmas shopping season.
Over the last 3 years Black Friday has really taken off in South Africa - there are now crowds across shopping centres throughout the country as retailers increased their offering or took part in the promotion for the first time!
How can retailers prepare and get the most out of Black Friday?
1. Start early to reap rewards
Begin early with marketing campaigns which will create build up and entice consumers. Research shows that more than 50% of holiday shoppers start researching gift ideas in October or earlier. This highlights that retailers need to plan ahead, and by early November, retailers will need to kick off your campaign to ensure marketing ROI.
Not only does this give you more time to generate opportunity. Major retailers are pulling out all the stops from well-segmented email marketing to encouraging customers to get to stores early on Black Friday.
2. Integrate and personalise
Sure Black Friday has a certain, recognisable look, but marketing efforts have become more personalised. Retailers are sending out personalised email campaigns to their bases about specific-to-them items that will be on sale on Black Friday. Retailers also need to integrate these messages with their social media platforms for wider reach.
3. Set the clock to create urgency
Black Friday is a one day event so it's vital to create urgency around it! So get in with the hype and add a countdown timer to your website, mailers, in-store marketing and social media platforms. Like online-retailer Takealot, brick-and-mortar retailers can offer exclusive discount newsletter sign-ups with early deal leaks to get your customers on board.
4. Make the most of seasonal shoppers
Before Black Friday, you need to have your Christmas specials in place to benefit from the Black Friday hype that still lingers. Allow it to link with Black Friday and continue to drive sales after the big day as people continue to shop over the entire holiday season.
5. Consider an omnichannel approach
Customer satisfaction extends to shipping, so consider offering free delivery or perhaps an in-store collect option for those yearning for immediate gratification on their spend if they make-use of your online-shopping offering. It is important to understand the interchange between physical and online stores – consumers prefer an omnichannel approach where they can research and shop both online and in-store.
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Article Credit: Graham Van De Merwe