Is Your Customer Contact Black Friday-Enabled?
A long-running US shopping tradition marking the start of the Christmas shopping season, it hasn’t taken long for Black Friday to become a key date in the calendars of UK retailers.
Importantly, UK consumers have also embraced this tradition – with articles appearing in the press weeks ahead full of tips on how to maximise the opportunity for the shopper. Indeed, a lot of Xmas gifts are likely to be snapped up by the determined buyer.
‘Opportunity’ is the byword, as Black Friday is a major selling opportunity. It’s estimated that the UK spent £5.8bn over the four days between Black Friday and Cyber Monday last year, an increase of 15% on 2015 (source: VoucherCodes.co.uk and the Centre for Retail Research). Online retailers took approximately £2.8bn of that amount, a figure well up on 2015’s £2.3bn, so a 20% hike.
As with every opportunity, competition and noise is sure to follow. B2C Marketing and Promotions Managers must ensure that customers are streaming through their doors as the shutters come up.
So let’s consider how targeted promotions could help shoppers, beat the queue, locate the leading retailer, and find the best bargains. And of course, make sure you capture the lion’s share of sales on the toughest shopping day of the year.
Text them an invitation to beat the queue
The stress felt by shoppers on Black Friday is all too apparent on the nightly news. An invitation for loyal customers to access deals online (or in-store ahead of time) can make them feel appreciated and relieved. Alternatively, a Click-and-Collect invitation can bring in that extra Black Friday revenue and also let customers shop at their convenience, according to their own schedule and when back at work.
Use geo targeted promotions to direct customers to your door
For shoppers hitting the High Street on Black Friday, it would be helpful to know where those last boxes of this year’s must-have Christmas toy or gadget can be found. Add in some geo-messaging to promotions – you can add an interactive map into the customer’s hands, showing the location of the nearest store or outlet with Black Friday deals they might not know about.
Could a Black Friday ‘nudge’ help?
Do you know about Nudge Economics? The theory says that a bit of indirect suggestion can be a great help in prompting people to perform actions they might not do otherwise. Why not use this idea to your advantage, and send a useful suggestion about your best sales offer to your customers’ smartphones?
Using new, innovative diarising technology, brands can make Black Friday and Cyber Monday even better for consumers. The technology will allow brands to drop calendar items direct into a brand follower’s mobile. Customers can look forward to reminders about shop opening hours and specific promotions on their phone, making it highly convenient for them to plan their shopping experience.
An old-fashioned idea – delivered in a great new way
Retailers want to ensure, with all the commotion of the shopping weekend, customers are alerted to any time-sensitive promotions running. A personalised coupon for extra Black Friday savings, sent directly to the shopper’s phone, can get people in the door and spending on other purchases to maximise your returns on the upcoming Black Friday shopping weekend.
If you explore the VoiceSage portfolio – there are a fantastic range of personalised, proactive Black Friday customer experience and sales support options ready to be deployed.
So good luck in this vital British shopping window – and see you on the other side!
Find out more about VoiceSage’s range of range of personalised, proactive Black Friday technologies, here