Successful Black Friday Checklist in 2022
If you own an online business, you certainly understand the power that Black Friday has on sales. Currently, this date can be considered the most important for shopkeepers after Christmas. However, selling on Black Friday goes far beyond promotions and Marketing actions, so check out our checklist on how to sell well on Black Friday.
How to sell on Black Friday
First of all, you must understand that just like Christmas, Black Friday is a more permissive date for the consumer. In other words, he is likely to spend a little more than average to acquire products. Therefore, his actions should always pull some mental trigger and in online retail, the most common stimulus of scarcity. It stimulates the mind, creating a sense of loss in the consumer, as well as the urge to purchase a product or service.
But remember: copywriting techniques need to be worked on correctly to be effective. Therefore, the communication of your offers must be done in advance, so that these small triggers are inserted little by little. Every good strategy needs planning to be right!
Define your channels
First of all, you must understand the channels that have the best sales flow, to better direct your investments. Selling on Black Friday generates an unusual flow, so your online store and marketplaces are great allies, as they automate part of the processes without having to move your team exclusively for the sale.
If you also sell through channels such as Instagram Shopping or WhatsApp, consider the possibility of directing consumers directly to the online store, as this will make it easier to measure the results obtained with Black Friday sales .
Inventory and Logistics
One of the most important points to sell well on Black Friday : check if the volume of your stock and the logistics of the online store are able to meet the large flow of orders on this date. Study your products with the highest output and evaluate deadlines with your suppliers. The ideal is always to order an extra shipment, so that there are no problems with insufficient products.
In addition, Black Friday is a good opportunity to ship products that are out of stock. An alternative is to create kits with other products with a higher profit margin.
Pricing to sell on Black Friday
Of course, the purpose of Black Friday for the consumer is to acquire desired products with good deals. But be careful when defining your offers, the pricing of your products must be within your means. Lowering prices too much to beat the competition, in the end, can result in negative effects on the company's revenue.
When planning your promotions, consider operating costs such as shipping, service staff and internet, for example. In any case, if you can't match your values to those of other online stores , offer differentials such as a product kit, gifts or free shipping.
Marketing
You can already imagine that Marketing plays a very important role in selling on Black Friday. It is he who will do all the work that captures consumers and takes them to your online store. Therefore, your strategies must be assertive and anticipated.
Start working on Black Friday communication in October. This will instigate and generate expectation in your audience. As we mentioned earlier, it is essential to work little by little, triggers of scarcity and exclusivity. Make it clear that your consumer will only have one opportunity to purchase your product. A tip is to use exclusive communication, with more vibrant colors in the design and of course, the black colors that are characteristic of this date.
Likewise, don't put off investing in traffic only around Black Friday . Keep in mind that in the days leading up to the date, several stores will also be competing for attention, that is, the consumer will be overloaded with information. So, working in advance, you'll build a solid base of customers eager for your promotions!
Platforms
Imagine the scenario: your sales are in full swing on Black Friday and at a given moment, your online store is down due to the large flow of users and orders. A nightmare, isn't it? Black Friday is an atypical date, with a large number of visits and sales. Therefore, you should check the platform you currently use and check in advance if it is capable of supporting this flow.
Cloudshop is one of the most popular e -commerce platforms no wonder. Its interface is very responsive and easy to access, even for merchants who are just getting into e-commerce now. In addition, it has several features, such as simple and fast product management, secure sales automation, integration with marketplaces and social networks.
Team and service to sell on Black Friday
Is the team you currently have to manage your online store capable of sustaining a workflow that can be three times larger than normal? Keep in mind that in addition to the team for managing, shipping and packaging products, you also need attendants who focus on all your channels, whether WhatsApp, Instagram or your store's own chat, for example.
After considering all these points and realizing that your team may not be able to take care of all the demand, check the possibility of hiring a freelance assistant so as not to hinder the process.
But how do you know if a freelancer will be needed? With your advance planning. Through the online store platform itself and the information provided by social networks, you can monitor whether the flow of visits and purchases to your store is increasing with your actions. If this number is growing, as well as sales, you really need to hire extra help for your team.
Shipping and Delivery
Shipping is the difference between taking the product and abandoning the cart. If the value of your delivery is not attractive, then you are losing your position against your competitors. Shipping that gives the impression of being more expensive than the product is not attractive. The best way to reduce obstacles in buying and selling on Black Friday is to use shipping as a benefit of your store. We understand all the logistical and financial challenges of delivery, so here are some suggestions:
If you have a physical store or a distribution center, it is a good alternative to offer the option of withdrawal, so there will be no costs for you or your customer.
Repurchase
Yes, she is also present in her actions to sell on Black Friday ! You should already understand that not all people who are interested in your brand on that date will buy from you. But this is an opportunity! The important thing is that you have already placed this user in your contact base and once inside it, you can nurture them with email marketing strategies, newsletters, remarketing and discount coupons.
Consumers don't just shop on Black Friday. If a customer didn't buy from you on that date but showed interest in your products, you can nurture them until they're part of their buying journey.
You can sell on Black Friday without spending more
Tempting, isn't it? To sell on Black Friday, you shouldn't focus your actions only on traffic and marketing. There are simple strategies that you can apply within your store and break, increase the average ticket and optimize the cost of acquisition per customer.
Just like traffic, internal techniques for your store like up-sell , down-sell and cross-sell , bring great returns in the long and medium term.
Makeup discount not valid!
Since Black Friday became popular , many retailers create “makeup offers”, that is, they increase the price of products a few weeks before the date and on the day of the offers, they sell the initial value as a promotion. The original purpose of Black Friday is to prepare stocks for Christmas, benefiting consumers and shopkeepers.
This practice is not only ineffective, but also dishonest. Trying to deceive the consumer is a big step in tarnishing your brand's reputation. So, if your online store is unable to offer any offer whatsoever, the ideal is to let Black Friday pass and focus your energies on Christmas.
Remember: the purchasing power has always been in the hands of the consumer and now he knows it. If his offer is not attractive, he will look for another store that is actually offering good prices fairly.
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