Black Friday – or Black Friday – as an initiative comes from the USA and has been enjoying growing popularity all over the world for years. In Poland, it has also become one of the key days for trade. Statistics show that on this day in 2022, sales increased by an average of 118% compared to other days of the year.
It should be noted, however, that in 2021, sales during BF increased by 160%, so it was a decrease of 26%(1). We don't know what this day will look like this year, but it is definitely worth preparing for the fact that attractive promotions may not be enough to achieve sales success .
Black Friday and regular customers
During Black Friday, your online stores usually italy mobile phone number see a lot of new users who were lured to visit by an attractive discount. However, many of them do not return for more purchases when the promotional period ends.
Why is it important to convert new customers into loyal ones? Acquiring a new customer is much more expensive than retaining an existing one. According to The Harvard Business Review, increasing customer retention by 5% increases profits by 25-95%.
That's why it's worth using Black Friday not only for one-time sales, but above all for building long-term relationships with customers. A regular customer is a guarantee of regular purchases and a higher value of the shopping cart.
How to attract customers on Black Friday?
But to turn one-time buyers into repeat customers, you first need to win them over. Black Friday is the perfect opportunity to do so. Here’s a list of actions worth taking from early November:
Paid activities – invest in effective advertising campaigns, it can be advertising on Facebook, Instagram or Google Ads – depending on where your customers are. Show why it is worth choosing your products and what promotions you are offering that day.
Attractive promotions – make sure that the discounts you offer on this day are higher than those you offer on a daily basis, e.g. for signing up to a newsletter. We remind you that this will be the first Black Friday with the Omnibus directive, which is to combat unfair practices in terms of promotions.
Social media communication – we recommend starting social media communication on this topic as early as possible to prepare your followers for the promotions they will find.
How to turn new consumers into loyal ones?
Black Friday is a great opportunity to ultimately gain regular and loyal customers. It's worth starting to do this right after your first purchase! See how you can approach it:
Loyalty programs – introduce loyalty programs that will reward customers and encourage them to come back. This can be a points system, step promotions, discounts for regular customers or gifts for reaching a certain value of purchases.
Mailing – collect all possible consents and create a database of new customers. Then regularly inform them about new products, promotions in your store or other advantages that they will not find with other sellers. Purchases made during BF are an interesting starting point for suggesting further products.
Remarketing and analytics – you can also use data from people who viewed different products or added something to the cart and abandoned the purchase. Remember – data is becoming one of the most valuable currencies in the e-commerce world. It is worth ensuring that the analytical system is not leaky when there are a lot of users on the site, eager for opportunities.
Take care of the customer experience – delivering a package on time is only the first and most basic step to building a positive shopping experience. Design the user experience in such a way that they won’t forget about you the next time they want to buy something. Maybe add a letter to the package or send a personalized mailing? You can also offer a discount on future purchases or ask for a review with a photo and recommendations.
Black Friday is a chance to profit all year long!
This day and the entire period preceding the holidays are a great opportunity not only to increase sales, but above all to acquire and convert new customers into returning and loyal ones . By investing in building customer relationships, we can count on a constant and stable increase in profits. However, it is worth remembering this all year round, not just in November or the holiday season. Therefore, if you need support in building a long-term marketing strategy, we encourage you to familiarize yourself with our offer .
