Of course, the right Black Friday strategy for online merchants is always dependent on the industry. One should nevertheless consider some general tips from which all online providers can benefit:
1. Always take the concrete shopping situation of your customers into account:
A study by Salesforce, for example, shows that users prefer to shop online around Black Friday in the evening, as most orders are placed between 8 pm and 10 pm. In addition, 40% of online orders are placed via a smartphone – mobile shop presentation and user-friendliness can therefore be a decisive criterion.
2. Keep your channels up to date:
Online bargain hunters search social networks, newsletters and websites for suitable offers and compare thoroughly before they buy anything. In a study by retailmenot.com, 81% of online shoppers stated that they used up to six different channels to find out about discount campaigns.
3. Give your customers security:
Cybercrime reaches its peak at the entire Black Friday shopping event. Where there are billion-dollar expenses on just one weekend, criminal energy, fraudsters and stolen payment data are not far away. In particular, less well-known online shops should therefore invest in test seals (e.g. trusted shops) and secure payment processing and advertise with them.
4. Inform yourself and customize your keywords:
A current Taboola-survey called “Black Friday: A Who’s Who of Gifts” publishes exciting insights into online shopping behaviour at shopping events. Keywords that match the most common Google search queries, the most popular product areas and top brands are considered to be of great importance here. Clear international differences must be taken into account.