Did you know that, on average, 3 out of 4 first-time buyers never return? Black Friday always brings tons of new shoppers to eCommerce stores, so how do you dazzle your first-time visitors and turn them into loyal customers?
The answer is simple: by approaching it the same as you would approach the first date! Read on to learn how to retain first-timers and how not to get dumped at this highly anticipated time of the year.
Prepare, Prepare, and Prepare
It’s about time you get to know the behavior patterns of your clients, and since preparation is key, you’ll want to start by doing some research. Browse through your analytics data and find out what they like, which communication channels they prefer, and create messages or content tailored to those specific clients.
Just like your first date – it’s a much smoother experience if you already know something about her or him.
Communicate Before the Date
It’s best to establish a good rapport before your date. Assuming that your “date” time is Black Friday, begin communication with your clients long before then – even up to two weeks depending on your market. This will make it easier to stand out from any competitors and to grab the attention of a potential buyer. Even if they don’t purchase anything from you during that pre-sale period, they will remember you during the peak time of the shopping craze.
Be Attractive, Not Cheap
Being cheap isn’t always the best option, and anyone who has ever been on a first date can attest to that. Sometimes it won’t be profitable at all for your business to offer the lowest possible price. The competition is too high during this time to leverage your product this way. Of course, you have to be attractive to the customer and show that what you’re offering is a great deal! However, do make sure both of you will benefit from your offer.
How can you be attractive? Gift-sets always sell well, as Black Friday is a time of pre-Christmas shopping. If your products allow for it, present deals that are unique (they never happen, and they probably never will again other than right now). It’s all about standing out as well, so be sure not to copy your competitor’s behavior.
It’s important to remember that at the end of the day the engagement and experience come first. Your first date wants attention and wants to see that you will make an effort to deliver – it’s the same thing with Black Friday.
Become customer-centric and focus on the logistics. Create a buying experience they will appreciate. Make sure your package reaches them on time (which is a challenging task!). Think of every possible way that something may go wrong and try to prevent it. Also, personalize your recommendations for cross-selling and upselling – it will make them feel unique and will be helpful at the same time.
Being prepared and attractive, showing your engagement, and having a long-term plan for your customers will only have positive results. Of course, it will be a bit of a hassle at first, but this time on the eCommerce calendar is a great opportunity to acquire loads of loyal customers. So, use it and they won’t be able to resist you!
This post is inspired by a conversation I had during a recent edition of the Bucharest European Digital Commerce with Cristi Movila, Country Manager Romania at VTEX. Here’s the recording – enjoy!