Black Friday is coming up and a lot of people are wondering what the best way to take advantage of the sales is. This bonus episode is going to answer all your questions about Black Friday so you can be fully prepared.

ABOUT CHLOE

Chloë Thomas is a globally recognised eCommerce marketing problem solver. Author of several bestselling books, keynote speaker, and host of both the award-winning eCommerce MasterPlan Podcast, AND Keep Optimising Podcast.

Here’s a summary of the great stuff that we cover in this show:

• There's a movement against the big blanket discounts that only last for 24 hours and things like this. Everyone now feels like they have permission to create the promotion that works for them. And then the second side of it is, as an industry we have got much savvier at organizing the operations side of it - changing the postage methods, changing the messaging on speed of delivery, working with our couriers, our 3PLs, our own inhouse warehouses - to be ready and to manage that bump when it comes.
• Black Friday doesn't have to be for everyone. If you've got good reason not to do it, don't do it. A good reason could be that it doesn't fit with your brand or it doesn't fit with your sales model or that you only have limited stock. There is a big customer intention to spend money on that day, whether you run an offer or not. So you will probably see a sales uplift even if you don't do anything.
• Use social proof to build and retain customer loyalty. Social proof comes in so many different flavors. You've got the overall score of the site; you've got actual quotes from actual customers to put in places. You can also take some control over what appears on the homepage and what is on your emails by including place that you've been featured or where you've been quotes. Tell your story too - how long you've been around, how many orders you've shipped, how many happy customers you've had. Reveal the humanity behind the business.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.