The Ultimate BFCM Checklist 2023:Stand Out From the Crowd
The Black Friday and Cyber Monday (BFCM) rush is inevitable, with every brand vying for consumers' attention and a slice of the vast revenue pie. But you don’t want to just survive the pre-holiday season. So how can your brand shine brightest amid all the clamour? Let's break it down.
Crafting Offers and Discounts
BFCM is synonymous with discounts. You might spearhead a marketing strategy that doesn’t rely heavily on offers, but if there’s ever a time to embrace those basket-slashing codes, it’s now.
Offer exclusive, BFCM-only products or bundles and create urgency.
Tiered discounts encourage bigger purchases. For instance, 10% off $50, 20% off $100, etc.
Special deals for returning or VIP customers will keep them with you until the next BFCM season.
Ultimate BFCM Checklist 2023
Success lies in your ability to plan. Before the BFCM season hits us head on, there are a few things you want to have in check.
Internal Analysis
Review your business's last year's performance. Top sellers, customer preferences, key observations, what worked, what went wrong, etc.
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Check out what worked for your competitors the previous year and take note.
Inventory assessment is paramount. Make sure stock levels can meet anticipated demand.
Optimise your website speed and mobile responsiveness, and ensure the checkout process is smooth through extensive testing far in advance of Black Friday.
2. Marketing and Promotions
Schedule teaser emails, announcement emails, and reminder emails.
Create engaging social media posts, countdowns, and behind-the-scenes content. Leverage targeted ads for a broader reach.
Retarget campaigns and focus on visitors who’ve shown interest but haven’t made a purchase.
Partner with influencers and affiliate brands to expand your reach.
3. Website Readiness
Create dedicated BFCM landing pages to highlight deals.
Have extra support in the form of chatbots and customer support ready for increased queries.
Ensure your mobile experience is seamless.
4. Personal Touch
Remind customers of saved products that might be on sale.
Use data analysis to recommend products to visitors in advance of BFCM and on sale days.
Share the brand's journey, ethos, and any unique BFCM backstory.
5. Post-Purchase Experience
Offer multiple payment options, including digital wallets for swift checkout.
Highlight your return and exchange policies clearly during the sale to establish trust and encourage purchases.
6. Contingency Planning
Know what to do if a product oversells.
Have a backup or contingency plan in place for website crashes or other technological failures.
Ensure alternative payment methods are available if payments fail.
Post-BFCM Activities
Streamline your follow-up emails. Have order confirmations, shipping notifications, and thank-you emails set up, including special discounts or offers for BFCM shoppers on their next purchase.
Send out surveys or feedback forms to understand the shopping experience.
Review performance metrics to prepare for the next big sale.
It’s not all about your prep. Black Friday Cyber Monday is just the start of the holiday shopping season and a great time to draw new customers and retain existing ones.
Strategise Your November Marketing Campaign
Communication is key. Map out your strategy for the entire month to maintain consistency and ensure maximum impact. Put these activities on your calendar or to-do list:
First Week:
Start with sending holiday opt-out campaigns.
Check your inventory to ensure it meets demand.
Make sure your automated flows are updated. Review and update your cart abandonment, browse abandonment, and post-purchase emails to align with the upcoming BFCM.
Second Week:
Build and schedule your BFCM pop-up forms and campaigns.
Reward your VIPs with exclusive offers. Offer early access sign-ups to your subscribers
Start scheduling relevant campaigns like gift guides, new collections, and bestsellers.
Third Week:
Test all your BFCM content.
Offer early access deals, free shipping, mystery discounts, or gift-with-purchase, and set the stage for the big day.
Fourth Week (BFCM Week):
Kickstart with Thanksgiving campaigns (US), VIP teasers, and, of course, the main Black Friday campaign.
Over the weekend, keep a close eye on performance, send out Small Business Saturday campaigns, and prep for Cyber Monday.
Conclude November by focusing on Giving Tuesday and sending out last chance reminders for Cyber Weekend.
Remember to breathe!
Between all the chaos, don't forget to take a moment to appreciate your efforts. The run-up to BFCM is intense, but by staying organised and following a clear strategy, your brand can make a lasting impression.
If you need BFCM planning help, Mélusine Studio is your trusted e-commerce partner. Let us develop a marketing strategy that is tailored to your brand and delivers exceptional results.
The clock might be ticking, but it’s not too late to grab the most high-stakes retail event of the year by the horns.