Get into the right mindset for better Black Friday and Cyber Monday campaigns
Shopping behavior and buyers’ expectations have radically changed in the recent period. Not only due to the Covid-19 pandemic that forced consumers towards new purchasing channels, but mainly due to the shifting of consumer behavior in terms of personal values and brand perception. Surveys show the rise of “the conscious consumer” who puts the spotlight on what brands are doing when it comes to sustainability, community, and ethical consumerism. Consequently, shopping spree seasons like Black Friday and Cyber Monday are not only about the best prices, deals, and discounts anymore.
At Routee, we always like to approach things with a twist of a different perspective, so let us lyrically explain this consumer behavior shifting with Jessie J’s “Price Tag” song:
“It’s not about the money, money, money
We don’t need your money, money, money
We just wanna make the world dance,
Forget about the price tag…”
Well, if it is not about the money, then what can you plan for your Black Friday and Cyber Monday eCommerce activations?
Of course, your eCommerce business wants to sell more! That is the very essence of an eCommerce business after all. However, you also look for healthy revenues and sustainable growth for a long-lasting business. So, if you have not done it yet, now is the time to adjust your business mindset. It is time to put into action Darwin’s “survival of the fittest” theory that apparently never goes out of fashion.
An eCommerce business needs not only to listen to consumers’ needs but also to consumers’ aspirations and community consciousness. For example, draw inspiration from current “lovemarks” (brands that exercise strong attraction on consumers and are not only preferred over other brands but are actually “loved") and analyze how they act and place their marketing activations during shopping spree seasons like Black Friday and Cyber Monday. You will see that some lovemarks offer discounts to their customers during shopping spree seasons as a thank you for being part of their sustainable community, other lovemarks relate their product offers to environmentally-related causes (i.e., “for every product you buy, we donate X euro to the “End Plastic Fund”), and so on.
The conventional rules of marketing and promotion no longer apply. Roll your sleeves up and get resourceful on activation ideas and communication channels. Focus on discovering what do your audiences want, how you can relate these aspirations to your eCommerce business, and what communication channels are trending up (bonus point: we got this covered for you. Capitalize on SMS, Email, Push Notifications, Viber Messaging).
Examine the online experience of your customers combining marketing automation, in-depth reporting, testing, and re-testing of your user experiences, far in advance of any sales periods.
As soon as you have your valuable insights at hand, use intelligent marketing automation to effortlessly set your segmentation right, and create your powerful personalized campaigns and messages. Leverage a sophisticated omnichannel communication platform, such as Routee, to elevate your Black Friday and Cyber Monday activations and boost your business revenue.