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We have our fingers on the pulse of global retail


22 October 2015

Black Friday 2015 is predicted to be the biggest day of spending the internet has ever seen!

To help you capitalise on this incredible sales opportunity, we have developed a 13-point checklist providing you with top tips on how to survive the Black Friday rush and help you to prepare your online store for record-breaking sales numbers.

Tip #1. Start preparing as early as possible

Select the products you want to run in your ‘Black Friday sale’ now, so that you are not left scrambling around at the last minute trying to decide what should and shouldn’t be included.

Tip #2. Inform your customers

Make sure visitors know about your upcoming sale at least a month in advance, as online buyers tend to start searching for product information and doing their holiday shopping as early as October.

Tip #3. List your best performing items and price competitively

Make sure your Black Friday offers represent great value deals and provide discounts that rival top online retailers. Offer a large discount on a small range of products, rather than a small discount on a large range of products.

Tip #4. Create appealing visuals to advertise upcoming sales

Design promotional banners to highlight the offers you will make available on the big day. Incorporate visually appealing countdowns to your storefront or selected Black Friday products to create anticipation and a feeling of immediacy among potential customers.

Tip #5. Think mobile-friendly

Providing a smooth mobile shopping experience for your customers is a key factor to the success of your Black Friday sales campaign this year. Now that mobile accounts for over 30% of all ecommerce sales globally, offering mobile-friendly storefront and listing template will help you rival top online retailers.

Tip #6. Provide multilingual shopping experience

More than 159 million European online buyers shopped cross-border in 2014! Providing your international customers with a multilingual storefront and listing template will allow you to capitalise on the growing cross-border opportunity and will also help you stand out from the huge competition that is expected this Black Friday.

Tip #7. Ensure sufficient stock levels

On average, sales on Black Friday can more than triple, depending on your offers and promotional efforts. Make sure you have sufficient stock planned for your selected Black Friday products. Setting a stock buffer will additionally protect you from overselling, which can be one of the main pitfalls of Black Friday.

Tip #8. Plan your delivery options thoughtfully

Plan your Black Friday delivery options extra carefully. Offering a “next day” delivery service could pose the risk of the items not being delivered as promised, which will lead to unhappy customers. Make sure you communicate the delivery options clearly to your customers and be upfront with them that delivery could take longer than stated.

Tip #9. Don’t underestimate the volume of orders

Make sure you have enough resources to manage the increased volume of orders you will receive on Black Friday. You may need to draft in some extra support to get all your orders picked and packed on time. Planning this ahead of time will make your Black Friday order fulfilment less stressful.

Tip #10. Provide quick and courteous responses to customers

Black Friday is one of the days when you will be receiving the most questions from impatient shoppers. Plan your customer service resources carefully and make sure you provide quick response time and fantastic customer service experience to all customers.

Tip #11. Offer easy and hassle-free returns

The increased number of orders on Black Friday means the potential for more returns. Offering an extended returns policy is a great way to capture buyers’ attention and close more sales on the big day. Make sure you communicate your Black Friday returns policy clearly to your customers.

Tip #12. Keep an eye on the competition

Keeping a close eye on the competition can help you to stay ahead and gather great ideas for your own Black Friday sales campaign. Consider your competitors’ unique positioning – product range, pricing and promotion.

Tip #13. Refer to last year’s analytics

Review last year’s Black Friday numbers to get a better idea of what deals and discounts worked well that time around, how many orders you received and processed, and how much inventory you should have in stock this year.

Ten Top Tips for International eTail


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