November is basically an early Christmas for all shopping enthusiasts and bargain hunters. It starts with Singles Day on November 11th, which originated in China . In our culture, this day is traditionally associated with the start of carnival or Mardi Gras. In China, Singles Day always takes place on this date. The ones in the date stand for singles. Originally, the day in China was more for partying than shopping, with the aim of putting an end to being single. Nowadays, no other day of the year in the world makes as much sales as Singles Day. Even more than on Amazon's Black Friday and Cyber Monday combined. More and more German companies are now using this occasion for shopping promotions. It is therefore worth considering using this day as an opportunity to empty any possibly full warehouses or to give customers a little treat.
And since we're already talking about holidays imported from the USA: Black Friday is now a fixed date in the calendar for most companies, and online shops in particular use this day to kick off the Christmas business. Black Friday takes place on November 25th this year . And immediately after that, on November 28th, is the equally popular Cyber Monday .
No matter which shopping event you are planning, we will support you with our software and our know-how in the implementation and provide you with some inspiring tips for corresponding campaigns.
Legal problems with Black Friday
The problem with Black Friday so far was that it was registered as a word mark and therefore could not be used in advertising in Germany without a corresponding license. Otherwise, lawyers were already waiting to issue warnings. This situation has now improved: The decision of May 27, 2021 by the Federal Court of Justice confirmed the previous ruling by the Federal Patent Court from February, which means that the word mark Black Friday must be deleted for essential advertising services. This means that the term Black Friday can once again be used in the areas of marketing, organization and implementation of advertising events, planning of advertising measures, distribution of advertisements and advertising on the Internet for third parties, as well as a large number of other advertising-related services, without the threat of legal action. Another procedure involving the deletion of the word mark for goods and services is currently still pending. Read more
implementation
If you want to use Black Friday or another shopping day to empty your full warehouses, please note that a single newsletter is usually not enough. To generate the necessary attention, several attempts are needed and ideally a cross-channel campaign.
Also remember that you are certainly not the only company with shopping offers and the like, and that most recipients' inboxes will be overflowing with offers the day before and on Hot Shopping Day. So go for a multi-stage campaign that can be a little more unusual and begins with the announcement a few days beforehand. To ensure that your shopping campaign is a complete success, we have a few tips for you here.
Example TunnelBear
A creative example for Cybe(a)r Monday comes from TunnelBear
Start early
It is best to start preparing your recipients for the shopping event two weeks before the event, for example with a countdown in the mailing. Draw attention to a few offers from as many different areas as possible in advance. This way you run less risk of getting lost among the other offers in the customer's inbox on the actual day of the event.
In the best case scenario, you know your customers and their preferences so well that you can already offer targeted offers. This means the recipient will be eagerly awaiting the shopping event.
In addition to targeted offers by email, you can also spread the word more widely depending on the industry in order to attract potential new customers. So expand the newsletter to include classic banner and display advertising and, if your budget allows, also use radio media - ideally with a direct link to your offers and a request to register.
To avoid too much demand, you can also extend the offer to several days. This way you avoid the risk of overloaded servers and employees.
Examples Apple
Apple gives its customers a little more time to shop
It's not just about money
Some sectors use Black Friday not only to generate good sales, but also to clear out their warehouses. So don't just think about discounts, but also about making space. For example, a customer who buys a pair of jeans can be offered a free T-shirt, or if they buy a certain number of items or sales, they can get a gift such as a backpack or a scarf. However, remember that the gift should also suit the target group and there may be different gifts depending on the target group and sales.
If you generally use discounts sparingly in your company, a bonus is a good alternative to still take advantage of a shopping event and generate extra sales. Small gifts are also always a way to retain customers, no matter when.
An artificial scarcity of the bonus makes the offer nepal number dataset even more attractive.
Example Lancome
At Lancome you can even get both – discount and bonus on orders over $100
Exclusive pre-sales and segmentation
To save loyal customers from overloaded online shops and frustration over products that are no longer available, offer them an exclusive pre-shopping event. This does not have to apply to the entire range. It is also possible to segment the customers accordingly and then tailor the campaign to the corresponding target group.
For example, you can divide by customer category; customers with particularly high sales volumes get a bigger discount than those who rarely buy anything. Segmentation can also be based on customer interests. For example, it makes sense to make appropriate offers to customers who have only ever bought cycling items from a sports retailer, instead of sending a colorful newsletter with everything from running shoes to tennis rackets.