Sometimes, the e-commerce space can seem to be challenging because it is always moving and pointing to new directions, every step of the way. Innovations, technology, and marketing are some factors that influence this space and it depends a lot on the brains of the e-commerce business, how long can this model keep up with things. Above all of this, Black Friday is that time of the year when brands struggle to offer their clients the best prices they could ever get and above that, and that’s when they need to have an impeccable marketing communication that is beyond expectations and the ordinary.
On our marketing podcast, The Marketing Innovation Show, Andrei Tiu had a great chat with Abbey Schoenberg - Director of Marketing for Fancy.com, on how to tackle the Black Friday period in the e-commerce space, and we’ve extracted some great insights that we think would fit perfectly for every business of this kind which wants to generate more sales on the most waited sales event of the year.
Abbey was able to give us some valuable insights about how things are evolving at Fancy.com and we extracted some useful tips that you can implement to your e-commerce business, as well. Here are some action points that you can take from us and implement in your e-commerce business, during this time of the year:
Touch the customer’s expectations
One of the main things is to make sure that your user base is engaged to what you are preparing for them and know what is coming, so they know what to expect from you. And when Black Friday and the gift-giving season is coming, make sure you are putting out the best things for them. Also, make sure that your social and remarketing campaigns are well optimized and most of all, try to add extra personalization into your e-mail communication to make the customer feel special and well cared for.
Create a shopping experience on your website
Black Friday is about the experience of shopping in a time when your competitors are also trying their hardest to be part of the spotlight. What is best to do is to put your existing customers in your database to make sure that you are providing them everything they need from experience, tools, and products they need to make it a successful time for them. As an owner of an e-commerce business, everything will resume to making sure you're incredibly buttoned up so you don't lose the opportunity to take advantage of the sales that are anticipated for this season.
If you are searching for fresh things to add to your business model, create a strong e-commerce experience, such as frictionless checkout, a really easy way to browse, and add a strong search. Fancy.com can be an inspiration to you, because they are a discovery-based platform where they're taking cues and understanding of their customers to pull a bubble to the top and surface with the products that are the most interesting for them, allowing them to have a bit more of a scrolling browse behavior. A great way to look at your e-commerce shop is to transfer the shopping experience from the malls when you're flicking through the rack and discovering something that you may have not wanted to buy, but it just caught your eye, into the online shopping experience. This way, sales will be boosted and you’ll see real results.
Use social platforms to meet new audiences
When it comes to social platforms, don’t hesitate to use them at their highest efficiency, because they can generate engagement from your customers that see your products and will be tempted to buy them. Abbey told us that they had some cases when people told them: Hey, can you send me the link to that product? - seen on Instagram. And this has a big impact on the budgets and image of the business because you can be present on every platform that suits your needs, and in addition, benefit from every update of the apps, such as reels for Instagram. Also, implement influencer marketing in your social strategy, because it is a great way to expose yourself to a new audience and get people to talk about the brand, whether those are people that you're partnering with and paying to do so or they're just advocacy programs through your existing customer base.
Adapt to the new behavioUr
In terms of changes that happened in the last few months because of the pandemic situation, it is possible that some of you can experience an increase of female consumers, especially during the holiday season, because they tend to spend more during these times.
We know that every e-commerce business is different from the other, but if you follow some simple steps such as remarketing campaigns for abandoned carts, influencer marketing on social media and adding fresh features to your website, you can have a successful Black Friday, only by taking into consideration small details that will really make a difference.
If you ever need a piece of advice regarding your e-commerce strategy in the digital space or your future Black Friday business model, don’t hesitate to contact us by booking a 30-minute online meeting.
This article is inspired by the conversation Andrei Tiu and Abbey Schoenberg had on one of the episodes from Marketiu podcast - The Marketing Innovation Show.
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