Along these same lines, a personalized presentation of all offers
To make the most of the potential hidden in the depths of Black Friday, online retailers should adopt the advice dissected in an article for Horizont by Miriam Hollerbach, Head of Marketing Consulting at the e-commerce consulting firm Scayle: Creativity and diversification must go hand in hand To stand out from the crowd in that noisy jungle that is Black Friday, retailers must break away from the arms of "mainstream" techniques and rely on creative and different formats . Even so, and beyond raising the flag of creativity, it is important that the messages are clear and put the price under the spotlight.And to connect with different target audience groups, you need to use diffe Job Function Email Database rent combinations of messages and creatives. It is also vital that the retailer enjoys good visibility throughout the entire customer journey . Having, for example, a banner in the header of each and every page of the retailers' websites guarantees the visibility of the campaign regardless of the consumer's entry point. and discounts can also maximize the relevance of the messages in the eyes of the individual consumer (both on the retailer's website and in "retargeting" ads). Discounts do not have to be applied to all products, it is better to have precise control of promotions In the current gloomy economic context, retailers must think carefully about what their objectives are with the campaigns emanating from Black Friday and decide if they want to optimize margins or, failing that, maximize sales.
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For most retailers, margin optimization will be absolutely key in In this case, companies must necessarily define discounts based on the products to which they are applied and taking into account margins, demand and stock. » of each individual product. The discounts that are applied, for their part, on the entire portfolio (% on everything with the code BLACK, for example) are not the most advisable in the current context and can end up turning into large, completely unnecessary discounts on "top sellers. Furthermore, these types of discounts simultaneously seem excessively low to spur sales of the so-called "slow sellers." Start early, use peak ad impressions wisely, and then chip away at those impressions quickly To optimize the budget at hand, retailers must be strategic in their campaigns focused on Black Friday.
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