Adobe Digital Insights (ADI) attributed $3.34B in online sales to Black Friday 2016. That is a 21.6% year-over-year growth rate.
Cyber Monday 2016 accounted for $3.45B in online sales.
With that kind of money being spent you need to be sure your business to consumer (B2C) company is prepared before and after the big events.
Preparedness in this scenario doesn’t necessarily mean man-power. Although, you will likely need that too.
In this context “preparedness” means that you should have certain procedures and programs in place, before and after the events, ensuring customers on Black Friday and Cyber Monday continue to shop with you throughout the year.
These are procedures and programs to consider:
Send a post card
Sending a post card is a personalized way of saying “thank you” to your customer. Just think about how warm and fuzzy you felt the last time you received a hand written thank you card.
Many business’s do not take this extra step in delighting their customers.
Sending a post card is a sure way to stand out from other company’s.
Create a referral program
By launching a referral program you will close and convert more deals. It is often called word-of-mouth marketing, or word-of-mouth advertising, which consists of a satisfied customer sharing with friends and family how much they liked a product or service they purchased.
According to Entrepreneur.com word-of-mouth advertising is “…one of the most credible forms of advertising because a person puts their reputation on the line every time they make a recommendation and that person has nothing to gain but the appreciation of those who are listening.”
Build a loyalty program
Give back to your customer’s who have given back to you. Rewarding current customer’s for their loyalty will only make them more loyal. This can consist of a percentage off their purchase, free shipping, or a free gift, to name a few.
Upsell specific products
Upselling refers to a seller, in this case an online business, persuading or encouraging customers to make a purchase of a higher amount. This can mean the customer purchases a more expensive item, upgrades, or adds-on other items or services.
Say that you run an ecommerce clothing store. When a customer is purchasing jeans, why not suggest a couple of accessories that they can “add-on” for a fraction of the cost.
This would get you a higher sale and make your customers even happier because they got a great deal.
Keep customers shopping with you
The point of putting procedures and programs in place is to make sure your customers are delighted with the service you are providing, so they shop with you all year long.
By differentiating your customer experience from other services, you can provide a very tailored experience.
Tailoring the experience will make your customers your biggest advocates, before and after the big events.
*Be prepared for post Black Friday and Cyber Monday. Read our step-by-step guide on tactics to use.