After telling you how to approach the strategy this year’s Black Friday, we advise you how to avoid the typycal mistakes and share with you some viral examples, and it is time to tell you how to survive this Black Friday..
If you have done your homework and have taken our previous advice into account, you do not have to miss anything planned, but still, you know that the world of digital marketing is full of unforeseen events. There are setbacks that you will not be able to consider, but all those who are in your hand should prevent them.
To better understand what we mean, for a few seconds assume the role of user and imagine these situations: Who has not hung the page halfway through the purchase process? How many times have you seen an ad with an offer, and when clicking on it, did you see the product has been sold out? Our teeth gnash!! Let’s avoid these and many other situations that give rise to “bad user experience” and “have to pull our socks up”.
Performance´s team to 100%
That day you must have the whole team focused and centred on Black Friday.
The development and programming department must verify no process is hung and that the entire purchase process works correctly.
The guys who control the Ads campaigns cannot lose sight of the panel for a second and must be aware of the conversion log. The Google Analytics window in real-time must be present all-day.
The department usually performing the brand listening should monitor each, and every one of the feedbacks that may come (both in social networks and in any other medium). If negative comments are recorded, there may be an incident that has not been detected. Likewise, the customer service department must notify of possible incidents recorded, either by phone or by chat or by e-mail.
If you have a system controlling the stock in real-time, that’s great. But if your company has few resources and you do not have any tool for updating the inventory in real-time and controls both physical sales and those coming online … Houston, we have a problem! In that case, have a person assigned so that day is continually reviewing and collating the inventory. If at any time it detects that any product is no longer available, you must immediately notify so that any advertisement that relates it stops and in the online store appears as out of stock.
Finally, we recommend that you comply with the shipping deadlines and sales conditions. If in the ads you indicated that the orders were to be served within a maximum period of 24 hours, comply with it. Remember Black Friday is an excellent time to capture potential customers, that Christmas and Sale are just around the corner. If they have had an enjoyable shopping experience, they will buy again.
With this chapter, we close the tips round for Black Friday and hope that both this post and the previous ones have helped you to address your strategy. We are sure that you will survive the most famous Friday of the year and we predict you will have success more than sure.