The American shopping days Black Friday and Cyber Monday are known for ringing in the Christmas business and are playing an increasingly important role in e-commerce. The popularity has also increased in recent years in Europe. Last year, German web shoppers spent around 2 billion euros on Cyber Monday alone, and according to forecasts this figure is set to rise even further in 2019. This year the BFCM-weekend goes from 29. November to 2. December and offers online merchants the possibility to start the Christmas business with a lot of momentum and to boost sales. Online shops that want to achieve this successfully face a number of challenges during the preparation:
- Planning marketing campaigns
- Increased traffic on their website
- More sales and shipments
- Increasing support requests
We have written a compact guide for you with 24 practical tips from successful companies, which will prepare you best for the probably hottest phase of the year in the cold season.
1.Set a focus for your goal
Don’t make the mistake of trying to achieve everything at once – many merchants have already failed pursuing that strategy. For example, decide whether you want to focus on new customer acquisition or rather on the activation of existing customers. Set yourself a specific goal, which is SMART and determines the strategy to be followed.
2.Optimize your online shop for mobile use
Even though you are certainly aware of this and you have heard it several times – this aspect is still underestimated by many online shops. The m-commerce market now accounts for 41% of the e-commerce share in Germany and will play an important role this year for the BFCM weekend. According to a study, consumers under the age of 40 primarily use mobile devices for shopping on the Internet. It is also interesting that Shopify Shops last year recorded more mobile purchases than desktop purchases for Black Friday and Cyber Monday. A trend that will continue this year. For this reason, the prioritization of mobile is very important for online retailers in preparation for Black Friday, but also in the long run.
Especially during the checkout process, there is the greatest danger of more cancellations due to a lack of mobile optimization. In this context, online merchants must also introduce user-friendly payment methods.
3. Addressing the right age group
Addressing the right target group is one of the basics when you open your online shop. With regard to the Black Friday-Cyber Monday weekend, however, it is interesting to know that especially younger buyers, between 18 and 29 years, take the opportunity to go bargain hunting. 49% of 18- to 29-year-olds also said in a survey that they specifically looked for offers online last year. For e-commerce shops, this means that they can work even more precisely when it comes to targeting in order to display the offers to the right target group and thus reduce coverage loss.
4.Setting up remarketing campaigns
Although these “shopping holidays” have gained in importance in recent years, many Germans still tend to spread their Christmas shopping over a longer period of time. This also allows them to do research on the Internet to compare products and prices.
For this reason, if you haven’t already done so, you should install tracking pixels in your online store to build remarketing lists when people interact with your website. You can then target them with remarketing campaigns and get them to make a purchase.
5.Offer alternative delivery options
More and more young online shoppers prefer not to deliver the ordered goods to their homes, but to their workplace or to a parcel station or to pick them up using Click & Collect in the store. This offers retailers who also have a physical sales location new opportunities to interact with customers.
It is also a fact that 41% of consumers make their purchasing decisions based on the delivery options offered. Therefore, by offering multiple delivery options, you can positively influence your conversion rate.
6.Install push notifications on the website
Push notifications give you the opportunity to contact people directly and to inform them about discounts, deadlines, etc. With tools such as Subscribers you can implement Push Notifications without much effort and bring people back to your website with just a few clicks and convince them to make a purchase.