How to promote Black Friday in your retail (1)

26/11/2019
  • Are you really going to leave all sales to eCommerce? No way. Here are a few tips on how to promote Black Friday in your retail.

  • Although it may seem otherwise, neither Black Friday nor Cyber Monday are exclusive to e-Commerce.  Actually, this phenomenon began long before having a minimally developed eCommerce sector, and it was the retail sector that took care of driving it to what it is today.
  • How to promote Black Friday in your retail

  • What we want is to sell everything, but without promotion we are limiting ourselves a lot. We have to be able to communicate our offers in the most attractive way possible and with the optimum reach

    Our proposals go through some in-store actions that you should perform in your store and others that take acquisition to external channels. The scope of the in-store actions is eminently local, but external channels must be worked carefully so as not to waste resources impacting non-target audiences.  

    Let's see these ideas. Surely they fit you perfectly and help you make a more effective promotion
  • #1- Window dressing and external elements

  • The public that passes by your store is the one who, logically, has more options to get in. The idea is that anyone walking your street will find out that you have special offers for Black Friday. 

    The showcase is great, both to expose those products with their corresponding discount and to highlight the promotion of Black Friday itself. These days people are quite influenced by media, so just by giving some black touches to the showcase you are already putting them on the track. Round it off with graphics that are large and clear enough. 

    Of course: take advantage of black colour, but do it with elegance, as we are not on Halloween. You can always be inspired by the greatest of window dressing, such as the cases we have studied from Loewe or Herm├Ęs.  
  • Blackboards, outdoor signs, billboards, roll-ups ... If you have the possibility of using some type of PLV outside the store, you will be able to be a little less "two-dimensional" and get in the way of the customer. 
  • #2- Prepare the inside of your store

  • If the exterior is important, the inside is no less. Make everyone who enters the store be informed that you are in full Black Friday.  

    Again, we tell you that it is not a matter of saturating everything, but some modifications in the layout of your retail will help to promote the communication of offers. 

    A good idea may be the installation of large tables with the featured products, even grouping them by percentage discount. They work as magnets when it comes to acquiring users. 
  • #3- Explore previous promotions

  • Yes, we already know that audience is looking for an immediate discount. Anyway, you can play with the tempos in other ways by making promotions during the days before Black Friday that can be redeemed on Black Friday.

    But what do we achieve with this? Well, if we give someone a 20% coupon on Black Friday on their purchases in the previous week or weeks, we manage to break the seasonality in that period when nobody buys. But, at the same time, we are favoring you to return to the store at the critical moment.

    This is a commercial argument that avoids losing that customer at the moment when there is a greater volume of impacts.  Standing out when everyone makes the effort will be more difficult than doing it early, when the promotion is delayed waiting for the strong days. 
  • #4 - Boost customer experience

  • There is nothing more effective in terms of acquisition than making it your own customers recommend your business (social proof). A good measure is to offer a shopping experience that is so satisfying that it adds value.
  • The shopping day can be exhausting for customers. Establish decompression areas in layout of the store it establishes , places where they can leave the inertia of purchases for a moment.

    Mobile is not your enemy, so consider allowing the charging of these devices and even access to a private Wifi network. This not only makes the customer satisfied, increase the time inside the store or spread their experience on social networks in real time; It can also be a formula to capture email accounts and generate a database to create newsletters and other future email marketing campaigns. 
  • #5 - Referral marketing? Of course.

  • It is such a simple idea that it can be quickly implemented. Be inspired by the digital campaigns of referral marketing. These basically consist of making a discount to that registered customer that brings a new customer (who in turn will also have a discount). 
  • It is not necessary a complex computer system or mobile app (although I will not deny that it would help with large volumen). You can start with simple cardboard cards with the name of the referrer and some rubber stamps. When that user sends you a customer, you give them a discount on their next purchase and, in this way, you generate recurrence. 
  • What do you think about these ideas to promote Black Friday in your retail? Stay tuned for next issue with much more!

  • Images | Unsplash.

Miguel Nicolás


Miguel Nicolás O'Shea is a life-long copywriter (more than 15 years working in agencies) and a specialist in Search Marketing (SEO and PPC). From now on, he will contribute with his online marketing experience to Oleoshop, publishing regularly.

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