Black Friday as we know it today is an event that arose in the U.S. back in 1960, and it wasn’t until 2000 that it earned the designation of “the biggest shopping day of the year”, becoming an international event. Since then it has presented a challenge to marketers. There are no rules: anything goes if it allows you to seduce consumers and take advantage of this trend of rampant pre-Christmas shopping. Only in Spain, last year 1,560 million euros were invoiced online, so it should be obvious that the competition is fierce.
This means that on this day more than any other you must use an omni-channel approach to achieve the highest returns. It is becoming increasingly clear that physical shopping and online shopping must be combined. In fact, according to Google data, 62% of sales made in physical stores were influenced by information that the consumer had received digitally.
Therefore, while coordinating each communication and sales channel with the customer, it is also very important to innovate as far as possible. Are you ready to take the plunge with RICH SMS?
Find out all you need to know about this celebration of consumption and how to get the best results.
Three, two, one… Black Friday!
The facts speak for themselves
The forecasts are very optimistic and it’s likely that this year’s edition of Black Friday will surprise us again by beating all the records. According to the Black Friday 2019 report by e-commerce specialist Webloyalty, purchases are expected to increase by 151% in total. And we’re not just talking about Black Friday, we’re talking about Black Week. This study indicates that the average consumer spending will amount to 240 euros: 160 euros on Black Friday, and 80 euros on Cyber Monday. Furthermore, 12 noon and 9 p.m. on Friday 29 November and 1 p.m. and 10 p.m. on Monday 2 December are indicated as the times of the day when the greatest volumes of purchases will be recorded.
Strategies and useful tips
Black Friday (followed by Cyber Monday) is an unmissable event that benefits both consumers and businesses (the Amazon shopping giant sells 10 products per second during Black Friday, six times more than any other Friday). Although the sales of technology products stand out, increasing by up to 60% over any other normal day, you can find discounts and promotions on products from a wide variety of sectors.
But as competition is growing, it is necessary to differentiate yourself and, at the same time, provide an optimal shopping experience for a consumer that is often overwhelmed by so many offers. How?
Well, in addition to the more “typical” strategies, such as creating a sense of urgency, offering comprehensive and immediate customer service or starting the campaign before and finishing it a few days later, it is a good idea to try to surprise and go beyond the purchase, building loyalty. How about sending a direct gift to your most loyal customers on the occasion of Black Friday?
And if everyone is offering discounts, why don’t you present other benefits such as free shipping, gift vouchers, or take advantage of the consumer’s motivation by offering an early promotion for Christmas?
On the other hand, bear in mind that many of the customers who come to your business attracted by the Black Friday offers may not know your company yet, and this may be the first time they are visiting you. Tell them who you are and what you can do for them through a good, attractive and informative landing page.
You can also target your most supportive public and promote responsible consumption, for example, by allocating part of the sale to a social cause.
Email marketing, social networks, advertisements in publications… All marketing resources come together to achieve the best results. But what about SMS? This channel can be one of your best allies to surprise the user and squeeze Black Friday to the maximum. It is the fastest, cheapest and most effective channel (the opening rate of SMS is more than 95% in the first 3 minutes).
Take note of how it can help you thanks to the many features that RICH SMS allows:
1- A carousel of products: when the user clicks on the SMS, your star products for Black Friday are shown on a rotating carousel via the link. This is a very visual and dynamic way to reactivate your sales.
2- Countdown: RICH SMS generates a countdown warning for that Black Friday promotion that your customers shouldn’t miss out on. Come on, there’s no time to lose!
Visits to your website will increase considerably with this action.
3- A video: for guaranteed success, share your video with all the services and products you want to highlight for Black Friday and capture more leads.
4- Geolocation: send a text message and invite your consumers to visit your store to surprise them with the best of Black Friday. Thanks to this enriched SMS platform, with geolocation included, you will be able to attract more users to your business.
5- Barcodes or QR codes: another excellent idea to differentiate yourself. The moment the user clicks on the RICH SMS link, a code appears with which they will discover the interesting Black Friday discounts on your products or services.
6- Scratch-and-win coupons: send a “scratch and win” coupon by means of an enriched short message to reward your customers during Black Friday – an excellent loyalty tool, fun and attractive.
As you can see, RICH SMS has great potential and can turn your Black Friday into a key moment to successfully achieve your sales goals, along with the Christmas campaign. At LINK Mobility we’d like to encourage and help you implement this marketing strategy to achieve the best results.