To stand out on Black Friday, online retailers should be preparing today

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The end of the calendar is fast approaching and that means the holiday shopping season is close as well.

The shopping season kicks off on Black Friday for most people and with a pandemic still very much about, the holiday shopping season this year is likely to be happening online for the most part.

Now more than ever then, a good ecommerce solution will put retailers in good stead for the forthcoming rush of traffic.

“Black Friday and Cyber Monday are no longer single-day events, they have become more of a week-long retail moment and my prediction is that, in 2020, we are more likely to see a full-month, Black Friday November,” says founder of the Insaka Ecommerce Academy, Warrick Kernes.

But the length of time that sales will likely run for is only one part of the equation.

Advertising fees will likely ramp up and in the battle for advertising space smaller firms will need to plan their marketing for sales out in advance.

“Start warming customers up now by telling them you’ll be running Black Friday and Cyber Monday deals and tease about those deals. Lean heavily on remarketing, which is more cost-effective than many other options during a competitive time like Black Friday and Cyber Monday,” says Kernes.

Another consideration to keep in mind is communication.

There is nothing worse than trying to make a purchase and a system is down but the powers that be aren’t saying anything. Worse still is trying to get a refund on something.

With that in mind insure that not only your technical teams are prepared for the influx of traffic but your support services as well.

“Couriers are already gearing up, especially after being put on the back foot earlier in the year by COVID-19. But, with a bigger surge in sales, they will be under pressure. So communicate. Consumers are understanding that deliveries take a bit longer, but you can ease the process by understanding what couriers need from you and how to make their lives easier,” advises Kernes.

The Insaka founder goes on to say that following Black Friday retailers should conduct a debrief to see how service could be improved ahead of the festive season.

You can also check out the Insaka Ecommerce Community on Facebook if you have pressing questions.

[Image – CC 0 Pixabay]

Brendyn Lotz

Brendyn Lotz

Brendyn Lotz writes news, reviews, and opinion pieces for Hypertext. His interests include SMEs, innovation on the African continent, cybersecurity, blockchain, games, geek culture and YouTube.