Black Friday and Cyber Monday are two of the most massive shopping days of the year, and both dates are considered hallmarks of the holiday season. Black Friday has been a cultural fixture for years, but Cyber Monday is a relatively new invention aimed at online sales. In recent years, Black Friday has taken on the digital aspect of Cyber Monday, and many Black Friday deals are no longer exclusive to in-store customers, but balancing both in-store and online sales can be tricky. Black Friday and Cyber Monday are massive days for customers to scoop up the items they want most at the best prices of the season but pulling off these behemoth shopping days requires a lot of work and preparation. For businesses, it is not as easy as slashing prices and welcoming in a wave of customers; smart and prudent companies will take the time to prepare well in advance so that Black Friday and Cyber Monday go as smoothly as possible for all parties.
Here are a few tips and tricks to get your business in order so you can have the best Black Friday and Cyber Monday possible.
Audit Your Current Status
Before you can set about adding new features or bolstering your current store, you should take a hard look at your current status. There is no point in adding new features or tuning aspects specifically for the upcoming holidays if your foundation cannot support them. Start with a website and physical store audit to see if there are any yet undiscovered issues you should fix first. Your audit should include an inventory count, so you know exactly how much stock you have to sell during the rapidly approaching holiday shopping season. Be honest with yourself
and your business; there is no sense in ignoring issues, flying blind, or being uncertain of stock levels. While fixing issues like 404 pages, unclear stock counts, organizing the store for easy accessibility, and testing website performance are not the most exciting tasks, they are critical to ensuring your company can handle the coming influx of customers. Do not shoot your holiday season sales in the foot by not shoring up your foundation ahead of time, as customers will not give businesses that flounder holiday sales a second chance.
Get The Word Out
Black Friday and Cyber Monday are nearly universal shopping holidays, and while this is good for businesses, it also means that customers have a slew of different options. Almost every company holds some sort of holiday season sale, so your Black Friday and Cyber Monday deals are competing with everyone else’s deals. It can be hard to break through the noise ceiling and stand out amongst the thousands of other businesses trying to win customers, but there are ways you can stand above the rest.
Start with your tried and true marketing techniques like direct response marketing, social media, email blasts, and even physical mailers or store banners. Enticing customers is about meeting them where they are and offering deals that are appealing to them. It doesn’t matter if you have the best prices in the world; if no one knows you are selling that item, your stock levels will remain unchanged. The holiday season waits for no one, so ramp up your marketing efforts to get the word out about your business’ deals.
Make It Easy For Customers
You want as many customers to buy as many things as possible during Black Friday, Cyber Monday, or any day during the holiday season. You cannot force customers to purchase items, but you can make it significantly easier. When you lower barriers to entry, more people are willing to walk through, so make the buying process as easy as possible for customers to maximize your conversions.
Consider your store layout and how customers will naturally want to move through that space. Put your most exciting and sought after deals near the front to lure people in, but also let customers grab the main item they are there for right at the start. Ensure your physical items are clearly marked to indicate which sales or discounts apply, so customers are not surprised by the register’s total. Establish a procedure for a crowded store with employees to keep lines moving and aisles efficient. Let customers alter their online shopping cart at checkout, checkout without making an account, and use various payment methods to complete their orders.
Black Friday and Cyber Monday are massive days for customers and companies, but you must make sure your business is ready before those important days arrive. Start with an audit of your current status to make sure you are not overlooking anything. Once your site and store are ready, get the word out about your fantastic deals and sales. Make the buying process easy for customers both instore and online, so the experience is pleasant and efficient.
Bio of Naomi Shaw:
Naomi Shaw lives in Southern California with her husband and three kids.
She is a freelance journalist and Stay-at-Home mom that enjoys writing on fashion, beauty, green living, and interior design.
Follow Naomi Shaw on these social platforms:
Twitter: @naomijshaw
Website: naomijshaw.weebly.com
Thanks to Naomi Shaw for this insightful piece for business owners who want to/ need to maximize holiday sales throughout this holiday season. Naomi’s suggestions are great.
Stevie Wilson,
LA-Story.com
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