The countdown to the long weekend of Black Friday and Cyber Monday has begun. The Black Friday weekend this year starts on the 29th of November and extends until Cyber Monday on the 2nd of December.
In a few days, online and in shops will be flooded with promos and discounts with consumers already hunting for the best deal.
Email marketing campaigns, ads, social media activities, in-store engagement: there are indeed many channels and tools to deploy for successful Black Friday and Cyber Monday marketing strategies, but two key aspects need to remain the focus: profiling and personalisation.
Despite the not-so-favourable economic context, this year’s predictions for Black Friday and Cyber Monday purchases indicate that spending will continue to grow and won’t stop.
An increase in average spending is also expected for Black Friday 2024. As we know, many consumers show a greater purchasing intention than at other times of the year.
Increased willingness to spend, but not only that: new technologies applied to the sales process and especially artificial intelligence will play a crucial role in this Black Friday 2024.
Advantageous offers, but also rewarding and valuable customer experiences: even on Black Friday and Cyber Monday, consumers are not giving up personalised browsing, shopping and engagement experiences and one in two customers is hoping that artificial intelligence will help brands to take this path.
An increase in average spending is also expected for Black Friday 2024. As we know, many consumers show a higher purchase intention than at other times of the year.
Greater willingness to spend, but not only: in fact, in this Black Friday 2024, new technologies applied to the sales process and above all artificial intelligence will play a crucial role.
Advantageous offers, but also rewarding and valuable customer experiences: even on Black Friday and Cyber Monday, consumers do not give up on personalised browsing, shopping and engagement experiences and one in two customers hopes that artificial intelligence will help brands to embark on this path.
Black Friday Marketing strategies:
Profiling before and after Black Friday and the importance of first-party data
The most anticipated shopping weekend of the year is just the first event of an intense period that continues with Christmas sales.
In reality, periods of major promotions, for both retail and eCommerce, are increasingly stretched out. Therefore, it’s crucial to think about Black Friday marketing strategies and activities that continue over time, allowing brands and companies to leverage their greatest asset: first-party data.
First-party data, such as demographic information, preferences and interests, shopping habits and frequency, browsing behaviours, and much more: online and offline, there is a wealth of data that real and potential customers share when interacting with a brand and its products/services.
If collected and made accessible, this data enables the creation of comprehensive and real-time user profiles, providing a single customer view of every audience member, which is no longer hypothetical but real!
It is based on this data that advanced and dynamic profiling and segmentation activities are implemented, forming the foundation for marketing strategies aimed at personalising the customer experience.
Black Friday Marketing: Retain users with personalisation
For consumers, the long weekend of Black Friday is when they are most loaded with offers and promotions. For brands, however, it’s often the opportunity not only to engage existing customers but also to acquire new ones.
To achieve these goals, it’s crucial to stand out amidst the chaos to capture consumer attention, which is only possible through personalised messages and offers.
For existing customers, the recommendation is to implement personalisation strategies based on their lifecycle. Hero, lost, active, or first-order customers, just to name a few examples, should be re-engaged with different communication and commercial proposals across multiple channels, utilising various tools from newsletters to behavioural messages, product recommendations, SMS, and even in-store suggestions.
From a strategic perspective focused on customer retention and loyalty, the Black Friday period, and especially the post-Black Friday period leading into Christmas, should be seen as an opportunity to create offers and product proposals that align with audience expectations. This means not just generic discounts and promotions (e.g. 25% off the entire product catalogue) but also tailored promotions and product offerings that vary based on each user’s segment.
If you haven’t yet planned certain activities or if you’ve already set your strategy for Black Friday, don’t forget to emphasise personalisation.
Increased engagement, boosted conversion rates, reduced cart abandonment rates, and revenue growth are just some of the benefits derived from a personalised and valuable customer experience that should be created and preserved even during major promotional periods.
Discover how you too can personalise your customers’ shopping experience during Black Friday with Blendee. Contact us for more information!
