4 eCommerce tips to get the most out of Black Friday
Black Friday, the biggest shopping day of the year, isn't something to take lightly. Considering the crowds that will be lining up in just three days, it’s highly advised to start practicing your defensive moves now. And, you might want to be armed with more than just a super-charged coffee. Last year, a woman pepper-sprayed fellow shoppers to get her hands on a discounted Xbox 360 – and that was one of the minor incidences.
Or, you can just skip the insanity altogether. That’s because some of the biggest big box retailers are making those same low, low prices available online. Last year, according to TechCrunch.com, online sales reached $816 million, a 26 percent increase from the year prior.
In 2011, Mary Lynch was one of the many brave souls who ventured out, looking for deals. According to an article published by USA Today, “she got what she wanted, but when she looked online later, Lynch realized her bargains weren't so special after all.”
"I learned that I could have just gone online for the same deals rather than dealing with long checkouts and hassle at stores," Lynch said in the article.
More and more, consumers are having the epiphany that Black Friday lines just aren’t worth the headache. So for e-commerce sites and etailers that work through third-party marketplaces like Amazon, eBay and Newegg, it’s important to gear up, not only for Black Friday, but for Cyber Monday, as well, which is quickly becoming a runner-up in terms of big spending.
Multi-channel Merchant, an online resource helping companies drive digital commerce, says that the following items are key to finding Black Friday and Cyber Monday success – even in the 11th hour:
1. Use prominent global positioning to highlight specials. With any page on your ecommerce site a potential landing page from a search engine or social network, be sure that Black Friday/CyberMonday deals are prominently positioned throughout the ecommerce site. The global header is one prominent area to consider. Another is a global banner positioned at the top of the center content area on every page – a position used by Design Toscano for a free shipping offer.
2. Emphasize crowd-free convenience. Message directly to those shoppers balking at the prospect of Black Friday lines by stressing the convenience and ease of online shopping. MarketLive’s 2011 Consumer Shopping Survey found that “saving time” resonated with 77% of consumers as a motivator for shopping online -- second only to “saving money” at 79%. “Avoid the crowds at the mall” was another top incentive, chosen by 73% of consumers.
3. Show you’ll follow through with service. Let shoppers know that their entire experience will be hassle-free, especially after they click “Buy”. Elevate customer service information, clearly message shipping and delivery timelines and promote return and exchange policies. Land’s End highlights customer service with a graphic in the left-hand column, and also ensures key information is instantly available throughout the site with a global footer, anchored to the bottom of the browser window, that includes links to gift cards, shipping and customer service information.
4. Highlight charitable connections. Consumers value a brand’s commitment to charitable causes - and are willing to pay for it. According to the 2010 Goodpurpose study from Edelman, 72 percent of U.S. consumers said they’re more willing to buy from companies that are committed to good causes, even if competitors are cheaper. Highlight your existing holiday giving campaign – or, if you don’t already have one, you can craft a pledge to donate a percentage of Black Friday/Cyber Monday sales from a specific product category to charity. Promote that pledge and the associated products on the site, in email and on social networks; your brand’s reputation and bottom line are likely to benefit.
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