There’s a variety of ways you can prepare your store for the BFCM sales.
That includes making decisions about strategy, products, tech, and the channels you’re using.
Here’s some of the things you should consider in preparation.
Set a plan for what’s going on offer
It might sound obvious, but many companies don’t put enough thought into what they’re going to do for their sale.
A blanket 30% off on all items is fine, but it doesn’t appeal to specific segments of your audience.
Equally, if you only offer discounts on Summer clothing despite it nearly being Christmas, your customers might feel annoyed and find a competitor which is selling more appropriate stock at a lower price.
That’s why planning in advance has the potential to put you a step ahead of everyone else. Take a deep look at your consumers’ purchasing habits and see how to encourage them to spend money on your sale, and no one else’s.
Ensure your infrastructure is sturdy and scalable
We’re sure that, during the rest of the year, your website stands up firmly against the pressure of your regular traffic.
But don’t get complacent. Just because you can handle your orders normally, doesn’t mean your systems are guaranteed to stand up during peak sales periods such as BFCM.
You’re not even necessarily safe just because you had a successful operation last year; ecommerce sales in 2021 were over 50% higher than in 2019, an enormous increase in just two years. And BFCM plays an important role across the industry - so it’s not unrealistic to predict a rise in online sales over the Black Friday weekend, either.
Create an informed and targeted campaign
Everyone knows when Black Friday is. But what people don’t know is what you’re doing for it, and with so many companies fighting to be relevant during BFCM, you need to make a strong case for why customers should go with you.
First strategise by thinking about who your audience are, and what you think they’ll be looking for during sales. BFCM is close to Christmas, for example, and if your store sells a lot of good products for gifting you might want to build a marketing campaign around that.
You also need to justify why customers should look at your sales over your competitors. You probably sell similar products to someone else, and standing out is essential.
Think of reasons how you can elevate your sale to appeal to your audience, as mentioned in our first tip, then focus your marketing efforts on that so people know what they’re getting if they shop with you.
Build a bespoke and effective tech stack
To support your strategies and campaigns, you need to have the right technology backing you up.
But you can’t just rely on the standard tech everyone else is using because it’s the easiest way forward. You need to build a bespoke tech stack of best of breed solutions, which is perfectly tailored to your business’ needs and goals.
For example, if your research into demographics shows your customers are far more likely to look at SMS reminders over email, there’s no point investing all of your time into integrating an email marketing automation system.