Black Friday is one of the busiest shopping events of the year, and brands see it as a key date for sales. But with so much competition, it can be hard to stand out from the crowd. That’s where Connectif and its data management come in.
Using omnichannel marketing tactics, businesses can collect data from various sources and use it to create targeted, personalized campaigns that are more likely to convert. Harnessing the power of data will be key to outperforming other competitors in your market niche.
In the new era of Big Data, we must ensure the collected information is handled properly, drive the shift toward a Data First approach and apply truly omnichannel strategies. But how do we drive omnichannel strategies?
Keys to boosting your Black Friday performance with Connectif
It’s essential to transform your traditional approach and apply strategies specifically tailored to the data collected. Measurement and analysis are key to making the best decisions throughout the campaign. You also need to harness the potential of every channel available on your website (SMS, email, social media, etc.) and, once your audiences are ready, drive a well-segmented execution that makes a big impact.
Strategy with Connectif during Black Friday
In this strategy, our Black Friday goal is to build loyalty among our most profitable customers by offering early access to those who meet certain requirements. Through organized segmentation, we’ll give preferential access to the most valuable users of our eCommerce.
Let’s say we are an online clothing store and want to reward a select group who bought during the previous Black Friday, spent a certain amount and respond well to our promotions.
To secure their loyalty and build a relationship between brand and person, we’ll give them early access to buy our garments at an exclusive sale price. In this case, on Black Friday only, we’ll give a personal 50% discount code to all users who meet the conditions above.
This way, only the users who are valuable to us get an exclusive discount that sets them apart from other users.
Building a Black Friday strategy with Connectif
To put this strategy into practice with Connectif, we need to build the following flow.
The first step is to check whether they belong to the segment we want to reward, in this case “RFM – Champions”. If so, and if the user is subscribed to the newsletter, we send the email with the exclusive 50% discount.
If not, we check whether users belong to a segment that made a purchase on Black Friday 2021. If the user bought in the previous edition, they enter the flow. If they didn’t, we wait a few hours, giving valuable users first access, and then send a standard email to everyone else.
Post-Black Friday strategy with Connectif
It’s well worth planning post-Black Friday actions. The surge in visits to our eCommerce gives us many opportunities for a Marketing Automation strategy: as traffic rises, so does data — First Party Data, too, since it comes straight from our eCommerce.
While the last Friday in November will bring a spike in sales, it will also bring many abandoned carts. During Black Friday, many users add products to their cart to see how much those items would cost and compare with competitors. All those abandoned carts give us highly valuable data we can later use in our marketing strategy once the campaign is over.
In the weeks before Black Friday there is a glut of offers and ads bombarding the public. That’s why planning something for afterward, when there’s less noise, is a great way to make your products stand out.
How to leverage abandoned carts from Black Friday
A post-Black Friday strategy needs to be planned ahead to succeed. We’ll use the Connectif Marketing Automation tool to create a segment of users who abandoned a cart during Black Friday week and didn’t buy.
We can do this with a dynamic plus segment.
It’s important to set the condition “Between dates”, otherwise we’d be creating a general abandoned cart segment, and we want to reach the users who visited us for Black Friday.
We also need to exclude those who purchased during those dates. They may have left a cart but bought the next day. This step is important to avoid burning out the audience.
Once the dynamic plus segment is set up in Connectif, we can re-engage them with an email featuring the products they left behind.
A good way to recover that purchase is to offer them the same Black Friday discounts on their abandoned cart for a limited time, for example 48 hours. This creates a sense of urgency and exclusivity that may lead the user to complete the purchase.
Black Friday is just one day, but with Marketing Automation strategies we can make the most of the traffic that reached our website and plan actions for the following weeks, when there’s less saturation of offers and advertisers.
The new era of Big Data
In the new era of Big Data, we must adapt and drive an omnichannel strategy based on Data First, fully focused on omnichannel and on properly managing and acting on the data collected. The more information we have, the more precise we can be with our customers, and only then will we achieve maximum profitability in crucial campaigns such as Black Friday.
