It’s time to start planning your eCommerce online strategy for the holiday season. We’ve collected tips from Hanapin Marketing, AKANTRO, and Amplitude Digital Inc. on the best ways to prepare for Black Friday and Cyber Monday.
Get a head start with “leaked,” targeted digital ads to your most valuable, profitable cohorts. Remember Walmart, Best Buy, and Amazon are leaking in the newspapers, TV and online (omnichannel). Leverage your first-party data to decision your holistic cross-channel strategy.
Plan early with reach and awareness, per Business Insider “41.4 million people shopped only online from Thanksgiving to Cyber Monday in 2017.”
Don’t change how you measure success, repurpose existing content into short custom targeted high-frequency burst, optimizing real-time across device and platform leading up to Black Five-Day.
Get a head start, plan early, don’t change your KPIs that influence your outcomes and while you might not be in the stores pushing and shoving, get ahead of the big guys who have bigger budgets by leaking sales now.
John Williams – Senior Account Manager
Raise awareness and money for a good cause. By donating a dollar amount or percentage of your sales towards a good cause, you can appeal to customers that may have never thought of shopping with your brand in the first place. Choose a cause that best aligns with your brand and mission to ensure the messaging is cohesive. With tools like Pledgeling on the market, it’s easier than ever to get started and integrate this with your Shopify store. AKANTRO eCommerce consulting client TYPE Clothing leverages both of these platforms to work towards its mission by donating $1 from every product sold directly to NAMI, the National Alliance on Mental Illness. This year for Black Friday / Cyber Monday TYPE Clothing will be increasing the amount of funds that are donated to promote both the holidays and awareness. Be sure you’re genuine when implementing this and state why you are contributing towards the cause. This will allow customers to see the value their contribution makes!
Aaron Kantrowitz – CEO & Founder
Online sales succeed best when discounts are irresistibly generous, easy to use and clearly visible everywhere on your site. Go large with a beefy site-wide percentage discount displayed as an exciting sticky header. Feeling sneaky? Try a subscriber-only early bird sale to outflank competitors. Want higher AOV? Try offering related product deals right at checkout and create an extra sale within your main sale for clearance items. Keep urgency high over the five-day BFCM marathon with daily flash deals, countdown clocks and low-stock warning flags on product pages. Finally, retarget aggressively for abandoned carts and unconverted visitors to sweep in every last sale.
Duff Ferguson – Founder/Partner
Amplitude Digital Inc.
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Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.