However, in the excitement of surpassing the previous year's results, serious mistakes are often made on Black Friday, most of them related to digital infrastructure, planning and campaign targeting.
To prevent these failures, we have listed the mistakes your company should avoid making on this date.
Keep reading!
1 - Leave structural planning aside
A quick search on the internet reveals several techniques on how to captivate people at an event or create content and promotions that surprise consumers.
However, one very important aspect is forgotten: operational planning. To avoid making this mistake on Black Friday 2023, it is worth paying attention to processes such as work organization, distribution of responsibilities, approval flow, supplier management, and so on.
These components are essential for operations to work, that is, for sales and singapore phone number example communications channels to be prepared to receive a large number of visitors.
Taking this precaution using a task manager or classic planning methods helps to avoid classic Black Friday mistakes and allows the focus of actions to be concentrated on what matters most: the sale of products/services.
2 - Not looking at the data
A good database is made up of relevant information about the target audience, previous results, successful campaign strategies, points that need to be optimized and much more.
Therefore, not looking at these indicators is a mistake not to make on Black Friday 2023. Data analysis offers a huge range of possibilities for different actions, such as segmenting personas, communication channels to be used and improvements in customer relationships.
It is worth noting that data is not only used for reading, but also for applying and achieving results. Therefore, do not forget about it this Black Friday.
3 - Missing the timing of emails
Email is a communication channel that never gets old. And on Black Friday, it is the gateway to sending promotions, notifications, engagement, automation, among other possibilities.
However, contacting people at the wrong time or using the wrong means of communication is one of the common mistakes your company can make on Black Friday.
Therefore, it is necessary to draw up a schedule for sending messages and carefully plan the automations that will be applied throughout the campaign.
A valuable tip is to use prescriptive analytics to make assertive recommendations to customers. This way, your business will convey the image of a partnership to the user, showing new possibilities to improve the shopping experience with additional products/services.
And of course, using automated remarketing is always a good idea. With it, you can rescue abandoned carts or highlight that promotion that consumers are eagerly awaiting.
4 - Problems accessing the sales channel
Yes, physical commerce still has its appeal, but there is no denying that on Black Friday the main source of profitability is digital channels.
Therefore, crashes, outages and support failures are mistakes that you want to avoid on Black Friday 2023. This is because, more than just making access difficult, these problems increase customer dissatisfaction, undermining the brand's credibility.
So, prepare a digital infrastructure capable of supporting the accesses expected for the date, knowing that most of them will be made via mobile devices.
Therefore, it is important to think about the responsive design aspect of the pages, so that the sales journey happens as intended.
5 - Failing in after-sales
A personalized relationship with customers is the key to a good business these days. Therefore, the process does not end after the acquisition of a product/service.
Prepare your team for the post-sales stages, always remembering that Black Friday is a period when you can further increase customer loyalty.
By monitoring processes, offering active support and streamlining interactions, the company is able to create a stronger bond with its audience.
Avoiding these common mistakes can make a significant difference to your Black Friday 2023 strategy.
Remember to plan ahead, invest in advertising, offer attractive promotions and monitor your results. With a solid and adaptable strategy, you’ll be well-positioned to make the most of this important shopping event.