{"id":17532,"date":"2019-11-08T09:00:13","date_gmt":"2019-11-08T08:00:13","guid":{"rendered":"https:\/\/www.microsoft.com\/en-gb\/industry\/blog\/?p=17532"},"modified":"2019-11-05T16:45:26","modified_gmt":"2019-11-05T15:45:26","slug":"prepare-business-black-friday-christmas","status":"publish","type":"post","link":"https:\/\/www.microsoft.com\/en-gb\/industry\/blog\/cross-industry\/2019\/11\/08\/prepare-business-black-friday-christmas\/","title":{"rendered":"How to prepare your business for Black Friday &amp; Christmas sales"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>In 2018, Black Friday sales hit a colossal <a href=\"https:\/\/www.imrg.org\/blog\/black-friday-lessons\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a31.4bn in the UK<\/a> \u2013 an increase of 7.3% on the previous year. In the US, it hit a <a href=\"https:\/\/www.cnbc.com\/2018\/11\/24\/black-friday-pulled-in-a-record-6point22-billion-in-online-sales-adobe.html\" target=\"_blank\" rel=\"noopener noreferrer\">record \u00a34.8bn<\/a>.<\/p>\n<ul>\n<li>Was your business prepared?<\/li>\n<li>What can you learn from UK retailers during the run up to this period?<\/li>\n<li>What business decisions can be made to ensure your success?<\/li>\n<\/ul>\n<p><!--more--><\/p>\n<p>This is now one of the most important dates in the retail calendar. It\u2019s essential that you\u2019re ready to drive those all-important sales.<\/p>\n<p>There are two ingredients for success: customers and data. Place each of these at the forefront of your preparations.<\/p>\n<p>Consider the end-to-end experience a customer has \u2013 from spotting your advert online to shopping for those Black Friday deals on your website to after-care emails. They should be engaged every step of the way. Data provides you with the means to do that. Use your analytics to identify where customers are going (or not going); what they\u2019re buying; when and where and how. AI is a prime tool for this, taking the guesswork out of data analytics, offering insights into refining that experience.<\/p>\n<p>&nbsp;<\/p>\n<h2>Update your website<\/h2>\n<p>It\u2019s entirely possible, if you have carefully managed your brand\u2019s image, that customers will actively visit your website with very little marketing from your organisation. However, it\u2019s important to remember that customers are likely to visit your site\u2019s landing page in their hunt for the latest Black Friday bargains.<\/p>\n<p>Anecdotally, most retailers stick to the classic red colour scheme with white typography. This isn\u2019t surprising, given that studies find that we react \u2018<a href=\"https:\/\/theweek.com\/articles\/484145\/4-surprising-facts-about-color-red\" target=\"_blank\" rel=\"noopener noreferrer\">faster and more forcefully<\/a>\u2019 when we see this colour. However, this presents an opportunity to rise above your competitors \u2013 even a moderate tweak, such as yellow writing on a red background can help you stand out from the crowd.<\/p>\n<p>Most organisations also create \u2018<a href=\"http:\/\/www.onextrapixel.com\/2009\/04\/30\/how-to-create-multiple-links-on-a-single-image-with-image-map\/\" target=\"_blank\" rel=\"noopener noreferrer\">hot spots<\/a>\u2019 in a static image. This lets customers navigate to specific sales pages, such as &#8216;Furniture&#8217; or &#8216;Beauty&#8217;. A more fluid, intuitive user experience is essential for driving traffic and sales.<\/p>\n<p>&nbsp;<\/p>\n<h2>Promote your website on social media<\/h2>\n<p>If your brand isn&#8217;t particularly well-known, adjusting your social media channels to drive traffic to your website is a wise decision. This is also vital if you\u2019re aiming to attract a new type of customer to your winter sale.<\/p>\n<p>This isn\u2019t a silver bullet for increased sales, however. It\u2019s interesting to note that not all retailers followed this method.<\/p>\n<p>Dunelm promotes its winter sale across its social media networks, as does Next, who also ran a series of adverts this year featuring the dogs, Dodger and Pixel.<\/p>\n<p>Other retailers, such as Debenhams and House of Fraser, have not changed the appearance of their social media channels since Christmas, but they have published posts that direct customers to their sales landing pages.<\/p>\n<p>&nbsp;<\/p>\n<h2>Create and track unmissable newsletters<\/h2>\n<p>Email marketing is still one of the most effective ways to entice customers to shop with you \u2013 so long as it\u2019s done the right way (and you don\u2019t spam potential shoppers).<\/p>\n<p>Most retailers support their sales through email newsletters. These often feature similar design cues as their websites, creating a sense of continuity and branding, while enabling customers to quickly navigate around their website.<\/p>\n<p>But you can also obtain excellent data from email clicks that can help you make better business decisions.<\/p>\n<p>Next, for instance, individually track each hyperlink in their emails. A close inspection of each of these links, like \u2018Home Sale\u2019 and \u2018Brands Sale\u2019, reveals slight differences in each tracking code. This lets the retail giant effectively report on the efficiency of their email newsletter.<\/p>\n<p>By concentrating on the data, companies can focus on the links that perform well, or present an opportunity to drive more traffic to under-performing links by tweaking various elements. Finally, it\u2019s a chance to remove others entirely depending on the click-through rate of each link. Why waste time on links that, despite your best efforts, aren\u2019t generating sales via email?<\/p>\n<p>&nbsp;<\/p>\n<h2>Be different<\/h2>\n<p>Think outside the box. It\u2019s a sure-fire way to create delight and excitement among customers &#8211; especially during busy times of the year like Black Friday and Christmas, when so many others follow the same old trends.<\/p>\n<p>Companies like Dunelm use other social media channels like Instagram to drive traffic to their sales page \u2013 this is via links in their profile bios, or through <a href=\"http:\/\/feedshop.it\/how-it-works\/\" target=\"_blank\" rel=\"noopener noreferrer\">services like Feedshop<\/a>. This tool lets you add links to Insta pics via a separate webpage.<\/p>\n<p>You may also want to consider using <a href=\"https:\/\/www.snapchat.com\/create\" target=\"_blank\" rel=\"noopener noreferrer\">Snapchat geo-filters across your store<\/a>, digital advertising with <a href=\"https:\/\/about.ads.microsoft.com\" target=\"_blank\" rel=\"noopener noreferrer\">Microsoft Advertising<\/a>, and even <a href=\"http:\/\/live.fb.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook Livestreams<\/a>. These tools can help you increase visibility and drive customers to your website.<\/p>\n<p>&nbsp;<\/p>\n<p>What are your thoughts? How does your organisation use digital marketing to help drive sales through sale seasons? Share your best practices in the comments.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>Find out more<\/h2>\n<p><a href=\"https:\/\/www.microsoft.com\/en-gb\/industry\/blog\/cross-industry\/2019\/08\/19\/accessible-social-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">5 ways to increase the accessibility and visibility of your social media content<\/a><\/p>\n<p>&nbsp;<\/p>\n<h2>About the author<\/h2>\n<p><em><img loading=\"lazy\" decoding=\"async\" class=\"attachment-thumbnail size-thumbnail alignright\" src=\"https:\/\/www.microsoft.com\/en-gb\/industry\/blog\/wp-content\/uploads\/sites\/22\/2019\/07\/Tom-Wakelin-150x150.png\" alt=\"Tom Wakelin, Social Media Manager. Microsoft\" width=\"150\" height=\"150\" \/>Tom Wakelin is Microsoft UK\u2019s Social Media Marketing Manager, responsible for our digital communities across consumer, commercial, education and developer. Whether it\u2019s a Facebook message, tweet, Instagram Live broadcast, or LinkedIn blog, Tom and the team are always looking for innovative ways to help tell the Microsoft story and drive excitement for our products and services. He\u2019s always on the lookout for exciting customer stories that bring the magic of technology to life. You can follow Tom on Twitter at <\/em><a href=\"https:\/\/twitter.com\/Thomas_Wakelin\" target=\"_blank\" rel=\"noopener noreferrer\"><em>@Thomas_Wakelin<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; In 2018, Black Friday sales hit a colossal \u00a31.4bn in the UK \u2013 an increase of 7.3% on the previous year. In the US, it hit a record \u00a34.8bn. Was your business prepared? What can you learn from UK retailers during the run up to this period? What business decisions can be made to<\/p>\n","protected":false},"author":489,"featured_media":18534,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"_classifai_error":"","footnotes":""},"categories":[1,145],"post_tag":[160,1026,334,618],"content-type":[],"coauthors":[744],"class_list":["post-17532","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cross-industry","category-retail","tag-blogger-series","tag-microsoft-advertising","tag-retail","tag-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to prepare your business for Black Friday &amp; Christmas sales<\/title>\n<meta name=\"description\" content=\"Prepare your business for the busiest season in the retail calendar. 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