One Day A Week Is All It Takes: 2017 Tips for Black Friday & Cyber Monday on Amazon and Shopify
Oh it’s that wonderful time of the year again and retailers are thrilled with the upcoming Black Friday and Cyber Monday sales events. It’s the official launch of the most profitable time of the year both for retailers and for online shops. Year and year, these two days bring in more and more consumers looking for great deals on their desired items. If you’re planning to run such sales, here’s a couple of tips for brands selling on Amazon or through Shopify for BFCM 2017 (Black Friday, Cyber Monday).
How to prepare for BFCM on Amazon
Launch your Black Friday deals earlier to take advantage of featuring in Deals section. Amazon's Black Friday online store launches on November 1st.
Prepare your inventory accordingly. Look at other Black Friday campaigns to see how many items and what kind of traffic you got. Look at the months ahead of Black Friday (October & September) to see how sales and traffic have evolved. Remember to replenish your inventory well ahead of Black Friday.
Consider offering Free Shipping (all the big retailers are doing it).
Create product bundles to make items and deals more appealing (either main product plus accessories to make a full package, or best seller with poor performer).
Create unique product bundles to win the Buy Box.
When it comes to Black Friday and Cyber Monday, consider using Bid+ to increase your ads' chances of appearing in the top row of search results.
Optimize listings (titles, descriptions, images) for the occasion, use specific imagery and keywords.
Explore all ad variants: Headline Search Ads, Product Display Ads, Sponsored Product Ads.
Customize ad copy for the occasion.
See Amazon's Key 2017 holiday shipment dates calendar here
See Amazon's FBA Guide for 2017's Holiday Season here
See Amazon's Q4 Marketing Tips here
How to prepare your Shopify store for BFCM
Make sure you've planned your inventory with a potential surge in sales.
If you are fulfilling with a third party (like Amazon FBA) take into account the delivery and processing time in the warehouse.
If you're fulfilling yourself, make sure you have a sturdy processing and shipping procedure in place.
Look at your product listings and see what you can do to optimize. Make sure customers can see accurate and detailed information on the product page. This is a good time to review your product photography to make sure it is appealing and that is properly representing your listings.
Update your website with banners announcing your deals. You can use free apps like Canva to make your own or hit up Fiverrr to have someone create those banners for you.
Shopify isn't a marketplace like Amazon, so getting visitors to your shop is solely your responsibility. Consider investing in advertising (Google AdWords, Facebook, Instagram). Make sure you plan those ahead of time to give you time to strategize, write copy, create banners and properly allocate your budget. A good piece of advice is to take a look in Google Analytics to see which channel(s) and keywords are currently driving most traffic and most sales and plan your ad spend around that.
If you haven't already, implement abandoned shopping cart automations. The basic Shopify plan doesn't include this, so you can either upgrade, install an app or use Mailchimp's free automation feature to get customers back in your shop.
Add a countdown timer.
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