Black Friday Sales.

As part of managing a number of eCommerce stores, there are promotions to create and in recent years one of the major sale times is Black Friday.

First of all, deciding whether to do a promotion or not is a key decision and not to be swept away with the other online retailers who are doing the same. Keeping an eye on the website traffic and conversion data normally determines whether we think there is an opportunity.

Black Friday is now unavoidable, and customers expect a level of discount on online shopping in November, without it sales can decrease.

For three of our online branded stores, Brodit, Drive Safe and Legal and Club Motul, we planned a discount structure for products and determined a communications plan.

As part of the promotion, we used email marketing, organic social media posts and paid social media ads to increase traffic to the web stores. Using targeted paid social media with custom audiences can increase traffic to the website but can also decrease the overall conversion rate, however the website artwork was sale-focused to increase conversions.