7 Steps Brands Need to Take Before Black Friday

Black Friday is the Superbowl for brands like yours. While many businesses focus on slashing prices, those looking for sustainable growth know it takes more than discounts to drive serious revenue. In this article, we’ll cover 7 strategies to help your brand maximize Black Friday.

1. Segment Your Audience for Hyper-Targeted Campaigns

Blanket campaigns no longer cut it in today’s competitive market. Instead, segment your audience based on past behaviors—whether it’s previous purchases, browsing habits, or engagement levels. Tailoring your offers to specific segments will dramatically improve your conversion rates. For example, you can send VIP customers exclusive early access or provide specific offers for new customers that differ from your repeat buyers.

Key Actions:

• Use your CRM to create audience segments based on purchase history, behavior, and engagement.
• Craft personalized offers for each segment.
• Tailor email marketing flows and dynamic ads to each audience group.

2. Leverage Data to Predict Product Demand & Optimize Inventory

With the influx of Black Friday traffic, the last thing you want is to run out of stock on your best-sellers. Use data analytics to predict demand for your products and stock up accordingly. Look at previous Black Friday performance, customer preferences, and sales trends to get a clearer picture of what will be in demand.

Key Actions:

• Analyze past Black Friday sales data and current customer behavior to forecast demand.
• Use real-time analytics tools to track inventory in real-time and avoid stockouts.
• Work closely with suppliers to ensure timely restocking of popular items.

3. Implement Real-Time Personalization for Your Website & Email

Personalization isn’t just about adding a customer’s name to emails anymore. It’s about delivering a personalized shopping experience in real-time. Use dynamic content to show tailored product recommendations, upsell offers, or even personalized discount codes. Personalization increases engagement and can significantly boost your conversion rate.

Key Actions:

• Use personalization tools to serve real-time product recommendations on your website.
• Personalize email content based on customer browsing behavior and past purchases.
• Test dynamic elements like product recommendations and personalized offers on your site.

4. Use Coupon Codes to Track & Reward Your VIP Customers

Your most loyal customers deserve special treatment, and Black Friday is a great time to reward them. Use personalized coupon codes to track purchases from your VIPs and provide exclusive perks like early access, bigger discounts, or free shipping. This not only increases their loyalty but also encourages them to shop with you more often.

Key Actions:

• Create unique coupon codes to track VIP customer purchases.
• Offer rewards like early access to sales or free shipping for your VIPs.
• Promote your VIP program through email and social media to engage your best customers.

5. Maximize Conversions with Post-Purchase Upsell Flows

Black Friday is about maximizing every sale, and one of the easiest ways to do that is through post-purchase upsells. After the initial purchase is made, offer complementary products or services that can be added with just one click. A simple post-purchase upsell flow can dramatically increase your average order value.

Key Actions:

• Set up automated post-purchase email flows offering complementary products.
• Use your thank-you pages to offer upsells and cross-sells after the sale.
• A/B test different upsell offers to see which drives the highest average order value.

6. Build Scalable Customer Support with Live Chat & AI

Black Friday will likely bring in an influx of customer inquiries, whether about shipping times, product details, or general support. Ensure your customer service system can handle the demand by implementing AI-driven chatbots and live chat systems. These tools will help streamline your support while ensuring customers get the help they need quickly.

Key Actions:

• Set up live chat and AI chatbots to handle common customer questions.
• Ensure you have enough support agents available for more complex issues.
• Monitor your response times and ensure customers receive quick, accurate responses.

7. Create an Omnichannel Retargeting Strategy

Customers are often overwhelmed by the flood of deals during Black Friday, so they may not convert on their first visit. That’s where omnichannel retargeting comes into play. Set up retargeting campaigns across multiple platforms—Facebook, Instagram, Google, and email—to bring customers back to complete their purchase. Use dynamic retargeting ads that show customers the exact products they viewed or abandoned in their cart.

Key Actions:

• Create custom retargeting audiences for customers who visited your website.
• Set up dynamic retargeting ads to follow visitors across multiple platforms.
• Combine retargeting ads with email automation for a multi-touch approach.

Conclusion:

Black Friday presents a huge opportunity for all brands, but only if you’re prepared. By focusing on these 7 strategies, you’ll not only win Black Friday, but also set the stage for growth in the months to come. As always, if you need help with anything outlined in this article, book a call and let's talk business.