{"id":18837,"date":"2021-11-03T14:37:57","date_gmt":"2021-11-03T13:37:57","guid":{"rendered":"https:\/\/trilogi.com\/blog\/black-friday-2021-the-post-pandemic-reality\/"},"modified":"2021-11-03T14:37:57","modified_gmt":"2021-11-03T13:37:57","slug":"black-friday-2021-the-post-pandemic-reality","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/black-friday-2021-the-post-pandemic-reality\/","title":{"rendered":"BLACK FRIDAY 2021: the \u201cpost-pandemic\u201d reality"},"content":{"rendered":"

Black Friday is one of the most important dates of the year, a season that brings big discounts and a sharp increase in product purchases. It began as a holiday celebrated on the last Friday of November and has become a date consumers recognize as an opportunity to get great deals, and a promotional channel for companies.<\/p>\n

It has become so popular with consumers that it\u2019s now considered the start of the Christmas season, a sales surge that can carry into the holiday campaign and end with the winter sales. In Spain, 35% of sales are concentrated over the Christmas period, and thanks to the convenience and ease of online shopping, it\u2019s expected that 40% of the year\u2019s online purchases will be made this Christmas.<\/p>\n

This year there\u2019s an added twist: it\u2019s the first Black Friday of the new \u201cpost-Covid\u201d reality. After a 2020 in which almost all purchases had to be made online and eCommerce was undoubtedly the star, this year online and offline stores <\/strong>will coexist, and it makes more sense to talk about omnichannel. Customers are also much more used to buying online after the pandemic. What does the new consumer look like? How should we approach Black Friday 2021? In this post we share 10 key points to succeed this Black Friday.<\/p>\n

Even so, competition at this time is much fiercer than at any other time of year, which is why we need to build a solid strategy for our eCommerce. How should we prepare our online stores for Black Friday? Read on!<\/p>\n

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    Planning<\/strong><\/h2>\n<\/li>\n<\/ol>\n

    In digital marketing, planning is the starting point of every campaign and is key to its success. It\u2019s crucial to prepare a strategy tailored to our business and our customers.<\/p>\n

    As November approaches, CPC values rise exponentially, driving up the cost of our campaigns. That\u2019s why our strategy should focus on building brand awareness in September and October. Starting to generate traffic in the months before Black Friday is vital.<\/strong> That way, when the time for deals and promotions arrives, searches will be focused on our brand.<\/p>\n

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        Omnichannel<\/strong><\/h2>\n<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n

        What is omnichannel?<\/a> It\u2019s a very important concept for our strategy: a business strategy based on interacting with users across different channels (online store, app, physical store, etc.) as if they were one.<\/p>\n

        All channels should be used under the same strategy to reach customers from different angles. As we\u2019ve mentioned, this year physical stores<\/strong> will want to recover the sales they lost last year, while online stores<\/strong> have gained a lot of ground in this context. Consumers also browse more and are better informed (they might check a product in store, look at deals on the website and complete the purchase in the app, for example), which is why omnichannel is a key concept in 2021.<\/p>\n

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          Branding <\/strong><\/h2>\n<\/li>\n<\/ol>\n

          A customer who already knows you is more likely to buy from you. <\/strong>It may seem obvious, but we sometimes forget that we need to work on branding and build awareness of our brand. This step is essential to your campaign\u2019s success.<\/p>\n

          \u00a0In September and October, users are in an awareness stage: comparing prices, seeing related ads, browsing discounted products, etc., and we need our brand to be present at that moment. So we should plan a brand-focused strategy to attract buyers.<\/p>\n

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            Get your eCommerce ready <\/strong><\/h2>\n<\/li>\n<\/ol>\n

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            Make sure your online store is ready to handle the increase in sales and demand. In just a few days, orders rise exponentially, and your eCommerce needs to be running at 100%. What are the most important points?<\/p>\n