BFCM 2024: HOW TO WIN
Let’s begin with what most people forget when it comes to Black Friday & Holiday Sale Season; at the end.
Before looking at the strategy and planning process of your BFCM sale, look at what you want to get out of it and what you would like to achieve. Further to that, look at what is going to happen when it ends.
We should know by now that there is an inevitable dip in store orders post Sale Season.
After people have purchased their wish-list items, restocked their regular products and gotten all of their Christmas gifts on sale, where does that leave you?
Probably watching the clock tick whilst waiting for your usual full-priced orders to come through.
IMO, the real way to win the BFCM season is to plan for what comes next and win AFTER the sale ends. Otherwise, you could be left worse off than what you started with before the sale season.
Which means you need to be asking yourself the same question your customers are asking: why should they buy again?
It’s all about making your brand relevant, giving people something that they need.
Here are some of our top ways to continue to generate sales (at full price) after the notorious Sale Season Ends:
Post-Sale Promotions: Create a "Thank You" email campaign for customers who purchased during the sale. Offer a small discount or exclusive access to a new collection for their next purchase.
New Arrivals: Launch new collections or exclusive items right after the sale. Highlight their uniqueness and scarcity to entice customers to purchase at full price.
Loyalty Programs: Implement a loyalty program that rewards repeat purchases. Points can be earned with every purchase, redeemable for discounts or special items.
Bundling Products: Create bundles of complementary products at a slight discount compared to buying them individually. This adds value without deeply discounting.
Engaging Content: Maintain engagement through social media, email marketing, and blogs. Share styling tips, behind-the-scenes content, and customer stories to keep your brand top-of-mind. Create high-quality content, such as styling guides or fashion tips, that highlights how to incorporate your products into various looks. This keeps your brand relevant and positions you as a fashion authority.
Influencer Collaborations: Partner with influencers for post-sale promotions. Their recommendations can help spark interest in full-price items.
Brand Collaborations: Work with other rbands who have a similar target audience to you to get in front of new eyes and increase new customer acquisition.
Clear Communication: Be transparent about the value of your products. Share stories about their quality, sustainability, or craftsmanship to communicate the value they are receiving when purchasing at full price.
Storytelling: Share the story behind your brand, your design process, or the inspiration for your collections. Connecting emotionally with customers can enhance brand loyalty.
Limited Edition Collections: Launch limited edition items that evoke a sense of exclusivity. Emphasize that these pieces won’t be available again to create urgency.
Customer Spotlights: Feature your customers wearing your products on your website and social media. This builds a community and offers social proof, encouraging others to see themselves in your pieces.
Seasonal Themes: Highlight how your products can fit into different seasonal themes or occasions. This can inspire customers to think about their wardrobe needs beyond the sale.
Virtual Styling Sessions: Offer personalised styling consultations or virtual fittings. This adds a personal touch and encourages customers to invest in full-price items that suit their needs.
Social Media Engagement: Use interactive content like polls, Q&As, and challenges on platforms like Instagram to keep your audience engaged. This will help to keep your brand top of mind & drive repeat purchases.
Email Newsletters: Keep your email marketing fresh with fashion advice, new arrivals, and engaging stories. Regular communication helps maintain interest and brand presence.
Personalisation: Use data to personalise recommendations based on past purchases or browsing behaviour. Tailoring the shopping experience can lead to increased sales.
Customer Experience: Focus on creating an exceptional shopping experience during your BFCM sale, from website navigation to customer service. A positive experience encourages customers to return even at full price.
So, go ahead and utilise one (or all) of these tips to plan how you’re going to win post-BFCM.
