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Three marketing strategies to drive Black Friday sales the smart way

Fourth Source 21 Oct 2019 09:05

In the early years of its arrival to the UK, all retailers had to do to drive sales during Black Friday was serve big discounts. Today’s consumers, however, are so spoilt for choice during Cyber Week that retailers need more than big red sale signs to stand out from the competition and protect profit margins.

With so many marketing tactics available, it can be hard to know which ones to choose. Selecting repetitive or generic offers risks taking a hit on the bottom line and overloading shoppers with irrelevant deals that aren’t going to resonate.

Here are some tips to help marketers take a smart and personal approach to maximise the effectiveness of their Black Fiveday sale.

Make the most of behavioural targeting

Behavioural targeting can be used to minimise the effect of discounting on profit margins. Don’t offer the same discounts or deals to everyone. You’ve likely split your customer base into behaviour-based segments: big spenders, bargain hunters, and so on. Leveraging these segments to inform which offers you push to which shoppers can have a huge impact on the overall success of your Black Friday marketing.

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