This year Black Friday will be more digital than ever, according to the digital cell phone database free consultancy Labelium , one of the trends that is already setting both this campaign and CyberMonday is, precisely, the advance.Although the date officially marked on the calendar is Friday, November 27, user searches regarding these promotions have been significantly advanced this year. According to data from Criteo , last year traffic increased 46% in the 10 days leading up to Black Friday. However, this year consumers started doing their searches in mid-October, that is almost a month in advance. This has prompted many e-commerce to advance their offers due to this growing interest from potential buyers.
For Matías Candal, Strategy Director of Labelium Spain “ consumers are even planning their Christmas purchases to avoid crowds . That’s why we estimate that Black Friday and Cyber Monday sales will grow more than 25% over the previous year. “This data is in line with the trend of recent months, which has provided a significant boost to the digital channel. If during the confinement many users discovered new brands and tried their online stores, this Black Friday will be more digital than ever. “For the first time in Spain, around 10% of total sales will come from e-commerce,” they point out from the consultancy.In these new shopping habits, promotions are also imposed as an almost essential element for the success of companies. Flash offers or weekly discounts are a good option not only to capture the user’s attention: they also help to improve logistics, since they prevent all orders from being concentrated in a few days and therefore bottlenecks. in shipments.
More than half of buyers choose Click & Collect The increase in online demand also prompts retailers to implement hybrid models and to bet gulf email list more than ever on omnichannel. For this reason, options such as Click & Collect or the possibility of checking the stock of products via the web before visiting the physical store are gaining relevance. In fact, and especially in the face of peaks in demand like this, the in-store collection format becomes very attractive to customers: according to Salesforce , 56% of consumers advocate Click & Collect to ensure that they receive their packageIf this 2020 has been that of online shopping, it is also that of the explosion of digital audiovisual consumption. “The evolution of the advertising market makes an increase in online investment essential to the detriment of traditional TV, especially considering that YouTube is now the third most relevant audiovisual advertising medium in Spain”, explains Matías Candal.
It will also be the year of mobile phone purchases and social media ads. Not only on Facebook and Instagram, where the advertising ecosystem has a great maturity, but this year Snapchat and -especially- TikTok are added to it, which allow them to impact a young target with their ability to create and viralize microvideos and UGC content generated by the users themselves.
From Labelium they recommend organizing sales capture campaigns taking into account the audience you want to impact and their behavior patterns in order to decide to apply prospecting or retargeting tactics.
In this complex and unprecedented campaign, experts recommend following a strategy that has three elements in mind: anticipation, flexibility and visibility . Some keys that must be taken into account when planning and executing marketing actions, thus maximizing results despite the circumstances