As we slowly inch our way towards the holiday season, it’s important to start narrowing your focus on two very special days. No we’re not talking about Thanksgiving, Christmas, or Hanukkah (although we’re already dreaming of mom’s stuffing), we’re referring to Black Friday and Cyber Monday—two major opportunities for retailers. As you’d expect, it’s important to offer compelling sales for both dates, but a successful strategy also hinges on a few more important details. We break it down below by day.
After you’ve solidified your special offer and establish a fail-proof marketing plan to promote it, start thinking about the way you can make your shop stand out once customers step inside. Consider offering refreshments, complimentary gift wrapping, and a gift with purchase—think a letterpress holiday card or a sample product. And don’t forget to play holiday music to get customers into the festive spirit.
Even though this day is focused primarily on the digital experience, you can still find ways to connect it with the physical one. For example, offer Black Friday shoppers a special code they can redeem on Cyber Monday. Also remember that this is the perfect chance to convert seasonal shoppers into year-long ones. Keep them engaged by posting fresh social media content and sending regular emails to your subscribers with exclusive sales and event information that will drive them to the store.
Remember to offer warm, courteous, and prompt responses to customer service inquiries during both events. You want to be accessible and ready to provide them with the most hassle-free experience.