We’re already in mid-September, and e-commerce companies globally are gearing up for the most lucrative months of the year. While it’s clear that UK brands are navigating a turbulent economic environment, all signs point to consumers eagerly awaiting the best Black Friday deals, with numerous brands seizing this major shopping event.
Evidence of this trend is clear: Amazon’s recent July Prime Day marked its highest sales day ever, showing a 6% increase compared to the previous year’s Prime Day. Notably, Homewares & Beauty stood out, highlighting consumers’ willingness to splurge on luxury items when discounts are available.
The Black Friday and Cyber Monday rush often leads brands to believe that November’s final weekend is the main event. In reality, the period spanning September to January is equally crucial. Therefore, brands need to initiate their strategies now to stay ahead in the market.
WeAgile’s Blueprint for eCommerce’s Peak Season
Any marketing move should be rooted in a solid overarching strategy. This strategy will guide your peak season marketing plans and the subsequent tactics. To refine these tactics, consider structuring the upcoming months around the four-step customer journey: Grow, Engage, Convert, and Retain.
Peak season isn’t just about short-term gains; it’s also about expanding and nurturing the customer base for sustainable growth. Here’s a breakdown of how digital marketers can employ this model for their 2023 peak season strategy:
1. GROW: Boost brand recognition & customer base
While September and especially October might see lower revenues as customers anticipate November’s promotions, focus on growth. Use these months to amplify prospecting avenues and budgets to attract and engage both new and recurring customers. By doing so, you cater to various shopper types, from deal hunters to brand loyalists.
2. ENGAGE: Connect with new & returning prospects through brand narratives
From mid-October to early November, pivot to engaging and informing the prospects you’ve garnered. Customized email campaigns and mid-funnel retargeting campaigns are effective ways to nurture new subscribers and warm audience segments..
3. CONVERT: Optimise revenue from prospects & customers
Undoubtedly, November is about reaping the rewards of your previous months’ endeavors. Planning the entire month of November is crucial to ensure optimal resource allocation during the BFCM period. It’s about being adaptable based on real-time site analytics.
4. RETAIN: Keep new prospects and enhance customer lifetime value
December and January are pivotal. Even if some prospects didn’t convert earlier, there’s potential. Engage non-buyers with robust marketing campaigns and transform new customers into repeat ones.
A robust Black Friday Cyber Monday strategy extends beyond short-term benefits. It sets the stage for sustained growth and fosters customer loyalty for the coming months. To make the most of the next few months, keep the Grow, Engage, Convert, Retain framework in mind. If you have any questions or need guidance on your BFCM marketing approach, feel free to reach out!
