With Black Friday right around the corner and the holiday season not far behind, online retailers are gearing up for their annual blow out sales.
Since COVID-19 put a spanner in the works, retailers are still relying more than ever on online channels to make sales.
So let’s jump right into and explore the ways Black Friday, Cyber Monday and other flash sales have changed the ways customers buy and how these trends will affect your brand’s success in 2022.
THE RISE OF ONLINE SHOPPING
Black Friday originated here in the US, but has become one of the biggest shopping days in history for countries around the world.
What used to entail long queues, coupon cutouts and late night shopping can now be appreciated with a glass of wine and donuts in hand without even moving from the couch.
Customers can now shop anywhere, anytime thanks to mobile eCommerce. Blurring the lines between the online and in-store experience, consumers expect an optimized shopping trip that is more sophisticated than the Queen’s English.
By transitioning the in-person shopping experience to online platforms and promoting the experience through social media channels, consumers have the choice on how and when to shop.
MAKE IT PERSONALIZED
If you want to boost eCommerce sales during a highly competitive time, personalizing the customer journey is the first step to success.
eCommerce has progressed immensely over the past few years, which has elevated customer expectations A LOT.
A seamless shopping experience is no longer enough.
Customers expect brands to pull out all the stops, creating a fully immersive and personalized experience.
This means if a sale is coming up on an item they’ve been following closely — consumers expect to be relayed this information without searching high and low for it. And if you aren’t going to deliver a sale, you better believe they’ll find it somewhere else.
Want to drive more conversions? Learn how to tailor your content, retain customers and ensure your organization continues to grow. Download our report on personalizing the customer experience for a complete overview of cross-channel personalization.
BRAND LOYALTY
The psychology around brands has completely changed. These days, to really stand out, you’ll want to aim your marketing strategy at turning acquisition into advocacy.
People who follow a brand closely know exactly when sales are coming. Previously loyal shoppers would buy all year round, but now they’re hanging out for those unbeatable deals because they can.
Sales are no longer a driver of acquisition, they’re a way to strengthen your relationship with customers and gain their loyalty and support — which you need to be successful, especially when everyone’s slashing prices.
SAVE-SALE SHOP PHENOMENON
It’s no secret that everyone loves a good deal and the reality is that customers are conditioned to expect discounts. The mentality that over time, a deal will emerge is common and oftentimes, consumers will wait for that deal to pounce on a purchase.
Then there’s the unsettling feeling of FOMO that kicks in for the deals marketed as “limited-time offers”. Once items go on sale, consumers tend to buy into an offer that’s advertised as limited-time because it can be easier to settle on the deal than find a better one somewhere else.
SO… WHAT TRENDS WILL WE SEE WITH ECOMMERCE SALES THIS YEAR?
Black Friday, Cyber Monday, Click Frenzy and other blow out sales have made strides in the online space in recent years.
So what can we expect from big brands during this time?
Retargeting
Shoppers are becoming avid browsers. But with the right retargeting strategies in place, you can follow up with customers who never checked out.
Implementing marketing automation strategies that address abandoned carts, introducing messenger campaigns to highlight sales and investing in paid remarketing ads on Facebook and Instagram can all help drive sales.
Curated gifts
It’s time to target the guys that search “gift ideas for mum” every Christmas.
Don’t miss out on the opportunity to create a curated gift guide for shoppers looking to get a head start on Christmas shopping and boost your holiday sales. Focus on popular products and include them in your email marketing strategy.
By leveraging these guides to reach your target audience, you can give them what they want and the option to make a sale then and there.
Limited time windows
Verbiage is becoming more important as shoppers become more savvy.
Using phrases like “act fast”, “limited-time only” and “don’t miss out” creates a sense of urgency which increases conversions and inspires immediate action with customers. But this isn’t always enough.
Light a fire under the consumer’s butt and get them to check out ASAP. Send them reminder emails or SMS and follow up on the purchase with phrases like “this sale won’t last forever” or “you’re forgetting something!” By instilling shopping momentum, or the psychological impulse to encourage a purchase, it can also lead to more sales and additional purchases.
An omnichannel approach
Banner ads, social media promos, in-store contactless check out — the works.
If you want to capture the attention of your target audience, you’re going to have to do a little more than send a free shipping coupon.
Embrace the multichannel approach and provide your customers with the integrated shopping experience they’re hankering for.
MAP OUT YOUR ECOMMERCE GAME PLAN
While 2020 and 2021 have been rough years for businesses across the USA, don’t let it deter you from making an impact this holiday season.
Contact Impressive to find out how to make the most of the new retail landscape. What will shopping look like over the next few months, and how can your business grow during this time?
