Are you ready for Black Friday? It’s just around the corner! Retailers, this is the perfect time to capitalise on every trick in the book to boost your sales. No doubt the cost of living crisis has tested you with the wavering consumer confidence and cautious spending. That said, this Black Friday and Cyber Monday can still be extremely profitable – if you make the most of it!
As we transition out of the peak of the pandemic, shopping is shifting more toward online and emphasising the need for a multichannel approach. According to a Mintel report, 65% of UK shoppers now find online shopping more convenient than doing it physically. So if you are not embracing a multichannel approach, you are missing out on a huge opportunity.
We’re excited to share some essential CRM hacks you can use this Black Friday, lets attract those potential customers and turn them into loyal ones. Here are seven powerful strategies trialled and tested by our team to help you on your way to a profitable holiday season. Can we mention the C word yet?!
84% of consumers in the UK say that a positive experience with a retailer during Black Friday would encourage them to shop there again. So, what are you waiting for? Let’s get some new loyal customers!
1) The Rise of an Omnichannel and Multichannel Approach
For years, shopping has changed so much that retailers look at different approaches to meet the forever-evolving tastes of their consumers. This may be creating a seamless experience, connecting both online and offline shopping to give customers the flexibility to shop however and wherever they want. Whether someone prefers browsing in person and completing their purchase online, or shopping directly through social media, you need to target customers on the channels they use most.
Gone are the days when having a website was enough. To grow your business you need to be everywhere! Expand into new territory outside the box – from social media to marketplaces, and even comparison sites – to reach more buyers at different stages of their buying journey. Social media could be the one that sparks interest, while your website is where your customer finally clicks to purchase.
WeDoCRM tip: For a winning approach – connect all your channels and keep the experience consistent.
2) Reacquisition Campaign
Now it is time to get back those customers who haven’t shopped with you in a while. This campaign is all about reeling them in by fronting products and services matching their past interests. Give them personalised messages to remind them of what they are losing, and don’t forget to offer some Black Friday deals to encourage them to come back and shop with you over and over again.
WeDoCRM Tip: Use subject lines for emails like “We miss you! Here’s an exclusive Black Friday deal just for you.” Make sure your messaging is warm, friendly and full of FOMO (Fear of Missing Out) to drive faster conversions.
3) Teaser Campaign
Let’s build some excitement leading up to Black Friday with a fun teaser campaign. Use your CRM to segment your audience and share sneak peeks of what’s coming, whether it’s amazing promotions or new product launches. You can segment them into VIP customers, high spenders or new users (make sure you tailor your teasers accordingly and to the right audiences). Create hype and share sneak peeks, mystery deals and countdowns to get them excited with anticipation. You’ll be surprised at how a thrill drives early interest to boost sales.
WeDoCRM Tip: You could incorporate engaging elements into your comms like polls, quizzes or contests where your customers can guess or vote on upcoming deals. We recommend using an “unlock” incentive – where sharing the teaser content increases rewards, like early access or bigger discounts.
4) Abandoned Cart Recovery Campaign
The “Didn’t you forget something?” email/SMS. One of our favourite campaigns is the abandoned cart recovery campaign! It’s a fantastic way to give customers a friendly nudge to complete their purchases. With this campaign, we recommend automatically sending out eye-catching images of the products they left behind. This can help to remind them of what they were excited about in the first place. Adding a limited-time discount or offering free shipping can be the perfect incentive to encourage them to come back quicker.
WeDoCRMs Tip: To push a little further, why not Include customer reviews of the products in the email to reinforce trust and product value? Also, you can use SMS to complement your email reminders for a multi-channel approach.
5) The Social Proof Campaign
Building on our earlier tip about using customer reviews to boost trust and highlight product value, this is another fantastic Black Friday strategy to inspire shoppers to buy. The magic of social proof showing off customer testimonials and real experiences can work wonders!
Take Shein, for example, they really nail this strategy. They reward customers for leaving reviews, and those reviews are often super detailed, complete with sizing info, photos, and descriptions. This kind of in-depth feedback not only builds trust but also helps potential buyers feel confident in their choices.
WeDoCRMs Tip: Use your CRM to segment your audience and target them with messages showcasing how others have benefitted from your products. Harness the power of social proof, build trust and get more purchases rolling in.
6) Wishlist Reminder Campaign
Do your customers have wishlists just sitting there, gathering digital dust? Use your CRM and automatically send them a little nudge (or a not-so-subtle reminder) that their desired bits and bobs in their wishlist are part of your Black Friday deals. Throw in some personalised messages and product recommendations based on what’s already on their wishlist, make them feel valued and understood (and maybe even a little psychic) and we can guarantee this personal touch will make them repeat purchases in the future! Wishlist reminder campaigns are the perfect way to move those wishlists into shopping baskets.
WeDoCRM tip: Offer a “wishlist-only” discount to encourage a quick buy and make them feel like a VIP.
7) Exclusive Early Access Campaign
This campaign is a great way to make your most loyal customers feel special while driving early sales BEFORE the Black Friday rush starts. Use your CRM to track down your most engaged, high-value shoppers and roll out the red carpet with an exclusive invite to shop early. Trust us, nothing gets people more excited than the phrase “exclusive access” it’s a great motivator.
And don’t stop at just one channel! Use email, SMS, or app notifications to make sure they know they’re on the VIP list. After all, the early bird catches the worm…or in this case, maybe an exclusive freebie or two!
WeDoCRMs Tip: Promote your early access event as a “secret sale” to heighten the sense of exclusivity even further. Use subject lines like “Psst… Your VIP access to Black Friday starts now” or “Shhh… You’re invited to shop early.” When customers feel like they’re getting a head start on something others have to wait for, they’re more likely to take advantage of the offer!
Gear up for one of the biggest shopping events of the year
it’s time to gear up for one of the biggest shopping events of the year! A little planning and a lot of personalisation go a long way. Start by pinpointing your goals – whether it’s boosting sales, attracting new customers or finally making room for the latest trends (goodbye, novelty socks!). Once your objectives are set, commit to your Black Friday marketing strategies and remember to add it to your marketing calendar – every year like a beloved holiday tradition.
By incorporating these CRM hacks, you’re not just aiming for a successful Black Friday; you’re crafting a shopping experience that turns one-time buyers into lifelong fans.
Hopefully, our tips have helped you. Here’s to a Black Friday filled with happy customers and record-breaking sales.
Do you need support with CRM or Multi-Channel Marketing this Black Friday?
Multi-channel marketing is the future, but to implement and run it optimally, knowing your audience and the pros and cons of each channel is critical and not something that be implemented without a genuine strategy and solid test-and-learn plan.
Interested in learning more? We’ve implemented multi-channel marketing for some of the world’s biggest brands and we’re committed to making that expertise and experience available to you and your organisation.
Drop us an email, or phone call or use our simple contact form and let’s discuss how WeDoCRM can support you get the most out of CRM.
