Black Friday: Evaluate the business needs for the big dayBlack Friday
Black Friday: Evaluate the business needs for the big day By Stephanie Fenton Preparation is key to performance during the festive period, so with just two weeks to go, it’s time to start evaluating your business needs for the big day. We’ve pulled our client services team together for this week’s #FridayFeeling blog to share a few hints and tips on what you can do now to get ahead of the game...
Preparation is key to performance during the festive period, so with just two weeks to go, it’s time to start evaluating your business needs for the big day.
We’ve pulled our client services team together for this week’s #FridayFeeling blog to share a few hints and tips on what you can do now to get ahead of the game...
- Fulfilment is key from Black Friday onwards. Delayed orders can be a disaster for customers who may have festive events to attend or who want to share gifts a few weeks ahead of Christmas. To prevent a back-up of orders and delays, have staff dedicated to picking, packing and processing as orders come in over the Black Friday weekend.
- Reputation is important – people trust the opinions of their peers more than they trust what a brand says about itself. Make sure that customers don’t miss out on great service just because you’re busy. Have everything in place ahead of Black Friday to ensure you are providing them with the best possible experience. Every customer should be made to feel as important as they are on any other day. It’s a good idea to have a member of staff monitoring your emails and social accounts throughout the day and responding promptly to all queries and complaints.
- Increase your Black Friday sales by partnering with complementary or non-competing businesses. Provide partner discount codes at your till or on your checkout success page. You could even look at inviting complementary businesses into your store to share customers on the day. For example, if you’re a womenswear retailer invite a local beautician in to offer discounted manicures to customers.
- Downtime has been a big problem for retailers over the past few years. Work out how much traffic you expect on Black Friday day by looking at last year’s data and your year-on-year growth then scale up your servers accordingly. For a more flexible and economical approach consider migrating to a cloud-based solution that can respond to higher traffic levels in real time. This will prevent you having to pay for capacity you might not need in quieter periods.
- Analyse what sold well last year and what’s popular this year using your sales data, Google Analytics, Trends and the Keywords Planner. Make sure you’re going to have the inventory available to fulfil your orders.
- Your website’s speed is incredibly important on Black Friday. You need to make sure that shoppers are provided with the best possible experience and aren’t forced to wait for your pages to load because of the increase in traffic. Focus on the pages that you expect to receive the highest amount of traffic and use Google’s Page Speed Tool to identify any improvements that can be made.
Stephanie Fenton 11th November 2016
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