How to Boost Your E-Commerce Strategy in Time for Black Friday

11th November 2020
online shopping

Like pretty much everything else that has happened so far in 2020, Black Friday and Cyber Monday are going to look a bit different this year. When we think of Black Friday, we imagine bustling crowds swarming into shops and busy customers, battling to bag a bargain. This year, however, 70 per cent of consumers say that they’re not planning on returning to physical shops for the foreseeable future. This means retailers need to take an online-first approach to Black Friday. 

Pre-Christmas sale season has long been a crucial time for all types of businesses. But this year, there’s more riding on getting your strategy right than ever before. Thankfully, consumers are likely to be engaging with Black Friday more than ever this year. With the financial turmoil and uncertainty we’ve all been through in 2020, making the most of available discounts is a must. 

So, whether you’re selling tech equipment, furniture, dresses, or pretty much any range of products this Black Friday, it’s time to perfect your e-commerce strategy. Capitalise on the annual event as much as possible!

Here are our expert tips:

Put all your efforts online

It simply cannot be stressed enough. Even before the pandemic struck and pretty much everything moved online, e-commerce was taking over from the in-person shopping experience. Since the beginning of the pandemic, online shopping spend has increased by 59 per cent compared to this time last year. If this trend is anything to go by, this year’s Black Friday could break e-commerce records. 

Global digital commerce is a game changer for SMBs and local economies. 
Trending
Global digital commerce is a game changer for SMBs and local economies. 

Forget prioritising your in-store promotions—this year, it’s all happening online. 

Perfect your email marketing 

On the run-up to the Black Friday weekend, your email marketing is a crucial tool. Through email marketing, you can make sure that your customers are always in the loop with your offers. As many shoppers start bookmarking Black Friday deals as early on as October, it’s never too early to start pushing out your offers via email. 

Try an automation tool to stand out 

Ensure that your ads are seen by as many people within your target audience as possible (at the prime time) by using a data feed automation tool such as Channel or Funnel. Data automation tools will give you an edge and ensure that your ads don’t go unnoticed by a crucial customer. 

Put a referral program in place

The majority of consumers put a lot of faith in recommendations—they are undoubtedly one of the most trusted forms of advertising at your disposal. By setting up a referral program, you’ll be driving brand loyalty before you know it. 

Read More: Is your ecommerce business about to get digitally leapfrogged?

Try out a flash sale 

Nothing creates pre-Black Friday excitement and anticipation quite like a flash sale. By flash sale, we mean a short-term promotion period that takes place before the big Black Friday weekend—whether it be a few hours or a few days before the event. 

Studies have shown that flash sales can increase conversion rates by up to 50 per cent, so it’s definitely worth giving this method a go!

Social media promotion

If you’re not already boosting your Black Friday promotions on social media, then start now! Your social media strategy is key during sales season, and with so many other Black Friday promotions out there, you need to create some social media posts that really stand out against the noise. 

Add a countdown timer

On Black Friday, customer indecision can all too often be your downfall. So it doesn’t hurt to give them a nudge in the right direction! Studies have found that 94 per cent of online consumers take the time to find the cheapest version of the product they’re looking for. This practice can add an additional 30 minutes of comparison shopping onto the transaction before the customer comes to a final decision. If you add countdown timers to your products, you’re encouraging your customer to speed up the process and close the sale then and there. 

With a sophisticated strategy in place, there are no limits to your Black Friday success. Customers deserve to enjoy some great discounts more than ever this year, so it’s up to you to deliver that much-needed online retail therapy!

We think you'll like:

Bekki Barnes

With 5 years’ experience in marketing, Bekki has knowledge in both B2B and B2C marketing. Bekki has worked with a wide range of brands, including local and national organisations.

Choose an AI solution to transform beyond technology

Kit Cox • 09th December 2024

The first step is knowing exactly what your business wants to achieve with AI; think faster, smarter and more efficient. Once you know what you are working towards, you can start looking for a solution that can help you make it a reality. AI integration can feel like a daunting task at the beginning, so...

A Roadmap to Security and Privacy Compliance

John Lynch Director of Kiteworks • 04th December 2024

Only by understanding the current regulatory environment and implementing robust data protection measures, can organisations enhance their security posture, ensure compliance, and build resilience against the latest cyber threats. This article provides a comprehensive roadmap of how to do it.

Data-Sharing Done Right: Finding the Best Business Approach

Bart Koek • 20th November 2024

To ensure data is not only available, but also accessible to those that need it, businesses recognise that it is vital to focus on collecting, sorting and governing all the data in their organisation. But what happens when data also needs to be accessed and shared across the business? That is where organisations discover a...

Nova: The Ultimate AI-Powered Martech Solution for Boosting Sales, Marketing...

Erin Lanahan • 19th November 2024

Discover how Nova, the AI-powered engine behind Launched, revolutionises Martech by automating sales and marketing tasks, enhancing personalisation, and delivering unmatched ROI. With advanced intent data integration, revenue attribution, and real-time insights, Nova empowers businesses to scale, streamline operations, and outperform competitors like 6Sense and 11x.ai. Experience the future of Martech with Nova’s transformative AI...

How E-commerce Marketers Can Win Black Friday

Sue Azari • 11th November 2024

As new global eCommerce players expand their influence across both European and US markets, traditional brands are navigating a rapidly shifting landscape. These fast-growing Asian platforms have gained traction by offering ultra-low prices, rapid product turnarounds, heavy investment in paid user acquisition, and leveraging viral social media trends to create demand almost in real-time. This...

Why microgrids are big news

Craig Tropea • 31st October 2024

As the world continues its march towards a greener future, businesses, communities, and individuals alike are all increasingly turning towards renewable energy sources to power their operations. What is most interesting, though, is how many of them are taking the pro-active position of researching, selecting, and implementing their preferred solutions without the assistance of traditional...

Is automation the silver bullet for customer retention?

Carter Busse • 22nd October 2024

CX innovation has accelerated rapidly since 2020, as business and consumer expectations evolved dramatically during the Covid-19 pandemic. Now, finding the best way to engage and respond to customers has become a top business priority and a key business challenge. Not only do customers expect the highest standard, but companies are prioritising superb CX to...