Interesting Black Friday strategy that worked v well and was v profitable.
By George Barnett Reid 👀 · November 29, 2021 · Curated by George's Blog
Interesting Black Friday strategy that worked v well and was v profitable.
Rather than the standard and boring 30% off site wide
This brand saw it as an opportunity to get existing customers to make their 2nd and 3rd purchase all at once
- As Chinstone (Charles) educated me on a while back, getting that 3rd purchase locks customers in for a lot longer -
They pushed their existing email list hard
Offering 20% off for £60 or more. And 30% off for £100 or more.
Those bigger purchase means that customers are stocked up (consumables category). So they’re really embedding the brand into their lives.
Which means: stickiness.
It also means they were pretty damn profitable. Because AOV was higher.
And previous acquisition costs for those email subscribers are generating a stronger ROI.
The next year they plan on working hard to build their list and FB community.
Knowing they can replicate this strategy again next BFCM.
Also, it’s the only sale they do each year. So brand equity stays high.
Additionally, cus they link discounts to order value, it doesn’t erode the value of the brand as much.
Which is important for sustainable growth, IMO.
#itsalwaysdayone