Black Friday, which takes place on 24 November this year, has become synonymous with unbeatable deals, dazzling discounts, and a shopping frenzy that captivates consumers worldwide. For e-commerce retailers, this annual ‘peak season’ sales event presents a unique opportunity to boost sales, attract new customers, and enhance brand visibility. However, the key to Black Friday success, and indeed Cyber Monday (or ‘BFCM’), lies in meticulous preparation and strategic planning.
How to prepare for Black Friday: Here are 12 tips for e-commerce retailers to ensure a smooth and profitable Black Friday experience:
1. Embrace the Black Friday buzz
“If retailer A decides not to do a Black Friday deal on a particular product, whatever that product may be, you can be sure that retailer B will” emphasises the urgency of participating in Black Friday promotions. Retailers need to actively engage in the buzz surrounding this event, as even the most loyal customers may be swayed by enticing deals from competitors, and perhaps even lost forever.
To capitalise on the frenzy, retailers must make sure they’re familiar with all the catalogue and cart pricing rules that are available within Adobe Commerce (formerly Magento) to execute effective campaigns.
2. Infrastructure readiness and server provisioning
We’ve all seen examples of well-known brands’ websites buckling under the pressure of Black Friday. It hits the headlines and customers turn to social media to vent their frustration. It’s a far-from-ideal situation to find yourself in.
The thing to always keep in mind is that a sudden surge in website traffic is one of the hallmarks of Black Friday and it is something therefore that retailers must be ready for. To prevent potential crashes or slowdowns, your website must ensure robust server provisioning. Adequate infrastructure readiness involves scaling up server capacity to accommodate increased traffic, thereby delivering a seamless shopping experience to customers.
3. Strategic website preparation
Creating a dedicated Black Friday landing page can significantly enhance user experience and boost conversion rates. Utilise tools available within Adobe Commerce to design and schedule a captivating landing page that showcases upcoming deals and promotions. This allows for pre-planning while ensuring the page remains hidden until the designated time.
4. Optimise for performance
Efficient server optimisation is crucial to handle the surge in traffic. Retailers should refer to optimisation documents, especially those tailored for Black Friday readiness. These resources can guide decisions about server configurations, ensuring a smooth shopping experience for visitors.
5. Extended Black Friday period
The evolution of Black Friday from a single day to an extended event demands a flexible approach. Some retailers even start their campaigns in October to capitalise on payday. Retailers should consider offering deals throughout Black Friday week or even extending into a month-long promotion. This strategy aims to capture early shoppers and those seeking deals beyond the traditional time frame.
6. Inventory management and product descriptions
Effective inventory management is essential to prevent overselling and ensure customer satisfaction. Retailers should display accurate stock availability and offer alternative products when items are out of stock. Comprehensive product descriptions, including sizing guides and lifestyle images, empower customers to make informed decisions.
7. Clear communication and return policies
Transparency in return policies can help manage customer expectations during Black Friday sales. Clear communication about return options for discounted items is essential to prevent post-purchase dissatisfaction. Additionally, retailers should ensure consistency and manage consumer expectations in communicating shipping costs and delivery times.
8. Payment solutions and frictionless checkout
Offering a variety of payment solutions and a frictionless checkout process can boost conversion rates. Implement options such as Google Pay, ApplePay, PayPal, and buy now, pay later services such as Klarna and Clearpay. To enhance basket value, promote offers such as free shipping on orders above a certain amount.
9. Customer engagement and newsletter sign-ups
Use pop-ups and call-to-action prompts to encourage visitors to subscribe to newsletters. Engaging with customers through newsletters ensures that they receive timely updates on upcoming deals and promotions. This approach enhances customer loyalty and encourages repeat purchases.
10. Prepare for multi-device shopping
With many customers browsing on multiple devices, it’s crucial to provide a seamless shopping experience across platforms. Implement technologies like persistent shopping carts that allow customers to access their selections across different devices.
11. Google ranking and early promotion
Prepare a dedicated Black Friday page well in advance and ensure Google starts indexing it. This early preparation can lead to higher visibility in search results, capturing the attention of shoppers researching deals before the main event begins.
12. Performance monitoring and third-party integration
Regularly monitor the performance of third-party systems such as order management, warehouse management, and stock management. Ensure smooth integration and data synchronisation to prevent disruptions during peak shopping times.
The success of an e-commerce retailer’s Black Friday campaign hinges on strategic planning, seamless website functionality, and customer-centric policies. By embracing these preparatory steps, retailers can maximise sales, enhance customer satisfaction, and make the most of the Black Friday shopping frenzy. The evolving nature of this annual event requires adaptability, creativity, and a commitment to delivering exceptional value to consumers. With the right strategies in place, e-commerce retailers can position themselves for a successful and rewarding Black Friday experience.
Check out our other blogs about optimising the front end and back end of your Adobe Commerce website for more tips and tricks to help ensure you win the battle of BFCM:
How to optimise the front end of an Adobe Commerce website – part 1 (site speed)
How to optimise the front end of an Adobe Commerce website – part 2 (SEO)
Optimising the back end of your Adobe Commerce website
Need to nail your e-commerce strategy for Black Friday? Contact us and we’d be happy to help.
