Black Friday is one of the main sales events of the year. Initially being a tradition in the United States and taking place on the Friday after Thanksgiving Day, these sales have now become popular in Europe as well. How can you get prepared for Black Friday and the sales season?
Here are 8 tips to help your cosmetics store to get the most out of Black Friday, Cyber Monday and other important sales events.
No matter what your BFCM offer is, it should be more attractive than any other discounts and offers already available.
The cost of shipping can often be a crucial factor in making a purchase, especially during the sales season when consumers are looking for the best deals. By offering free shipping on a specific purchase amount, you can efficiently increase the average order value, making the purchase more beneficial for both the client and your store.
Free shipping can be offered for a specific purchase amount, for certain sets of products or for loyal customer cardholders.
Moreover, you can create a limited-time offer, such as offering free shipping only during a specific weekend.
Make sure that your store can handle the sudden inflow of visitors
With the right marketing strategy and an up-to-date assortment, your traffic will rapidly increase during the sales season – be prepared for it. Make sure that your store can handle the sudden inflow of visitors and that all principal store pages work smoothly.
Pay special attention to the order and payment processing – users expect a smooth and time-saving ordering process.
According to Retail Systems Research, more than 50% of buyers dislike slow retail websites, and 90% of them have left websites with slow loading.
Start retargeting campaigns for past store visitors and former clients. If a client is already familiar with your store and has shown interest in the assortment, it's easier to engage them with attractive holiday offers. You can send relevant advertising to visitors and clients using Meta pixel.
Meta pixel also monitors which pages clients have visited, their orders, items in their cart, and other actions on your website.
This helps to create the most relevant offer.
Almost 75% of customers prefer to see visual content from real clients
We all know that social media influences consumer behavior, especially during the holidays. This is when consumers discover new brands, get to know about beneficial deals, and get inspired to select holiday gifts for their nearest and dearest. Thus, social media should be one of the primary channels for your holiday promotions.
Besides sharing information about special offers, it's crucial to place user-generated content (UGC). Photos and videos from real customers showing or trying your products provoke the most intense response from buyers. According to Bazaarvoice research, almost 75% of customers prefer to see visual content from real clients rather than professional images.
More than 60% of consumers are more likely to buy a product if they see photos and videos of other people who purchased the same product.
Due to increased pressure on payment systems and delivery services, things don't always go perfectly well. That's why your customer support service must be ready to solve any consumer issues and address them as soon as possible.
If you don't have 24/7 customer support service, you can use chatbots to answer frequently asked questions on your website, social media, and mobile app.
During the sales season, customers fall into two types: some queue up outside their favorite stores, while others wake up early to shop on their favorite e-commerce websites. If you also have an offline store, create special promotions there, so that buyers could enjoy shopping where they want to.
To attract people into your offline store, offer exclusive service quality and a unique offline experience – for example, cosmetics testing, free skincare or makeup or a gift with purchases.
Thus, customers will stay longer and may spend more.
The sales season is an excellent way to facilitate loyalty among your regular customers and attract new ones who have the potential to become repeat buyers. When the sales season finishes, continue to maintain customer relationships – stay active on social media, offer discounts and birthday gifts, create exclusive promotions for loyal shoppers, and send them emails with updates on your newest products and current promotions.
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