Black Friday: 5 tips for professionals to maximize their sales

In the middle of a commercial period, Black Friday obliges, traders need to know the tips that will allow them to maximize their sales.

Since 2013, Black Friday has become an unmissable event for both a point of sale and online.The 2021 edition will be held on November 26 and is positioning itself as a top start of Christmas shopping.Despite the COVVI-19 crisis, sales during Black Friday increased by 66 % between the 2019 edition and that of 2020 [1].

However, if a brand wishes to maximize its sales, it must be aware of the codes of this commercial event.For this, 5 of the most common errors have been noted to allow professionals in the sector to avoid them.

Error n ° 1 - Do not check the information communicated online

Even with the best intentions in the world, a brand can unfortunately sow false information through the web:

● Bad opening hours

● erroneous address

● Images of products not available

● etc.

The information that is shared online must be reliable and any change made requires rigorous verification before any digital communication.Because the sharing of misleading information at a price, especially when it occurs online.It immediately generates dissatisfaction with future customers.And this, even before they consider or finalize the purchase of a product or services.

This problem is all the stronger since, during Black Friday, consumers want to take advantage of the best deals in a particularly short period of time.

How to avoid it?- favor management presence

Google My Business, a website or even social networks are all destinations that consumers choose to find out in their purchasing journey.By developing a marketing action system aimed at optimizing and homogenizing your online presence, it is possible to attract and convince a maximum of consumers during Black Friday.Good practices can be implemented on Google My Business sheets:

● The point of sale address: it is necessary to ensure the display of the address of the company on its profile.Thus, interested prospects will be able to launch requests for routes to come to the store during Black Friday;

● Opening hours: it is essential to update them to avoid any useless displacement for future customers;

● The Black Friday strategy: share the best deals through Google Shopping or the publication of Google Posts to give them visibility and stir up the curiosity of its audience;

● Customer opinions: more numerous and positive than in competition, they reassure and convince prospects to convert them.Confidence is a key element of black friday consumers are actively inquire to be sure of making the best choices during Black Friday.The average route to purchase is thus from 18 days to six weeks before D -Day [2].

Error n ° 2 - To be mistaken in the advertising exploitation of black advertising black

French regulations are very strict vis-à-vis Black Friday.It is important to know that for any advertising in the written press using Black Friday the term must be translated into French.Any lack of use of the French language may be punished with a ticket of 750 or 3,750 euros for legal persons according to law n ° 94-665 of August 4, 1994, called "Toubon law".

In the same way, the use of the term "sales" is quite risky over the period.Indeed, the periods of sales are strictly framed by French law and take place January and February for the winter and June and July sales for the summer sales.An offender risks a fine of 15,000 to 75,000 euros associated the word sales during the black friday period according to articles L.310-5 and L.310-6 of the Commercial Code.

How to avoid it?- Grant more credit to customer reviews

Consumers no longer find their account in advertising.According to the trust score created by the Kantar data and studies institute, advertising arrives last (38 points) in their eyes while the opinions are placed in second position (91 points) behind friends andThe family (93) [3].Favoring authentic communication by encouraging customers to express themselves on their experience is therefore highly recommended.

Not only do customer reviews inspire confidence, but they also act on the visibility of points of sale.Indeed, a WhitesPark study [4] revealed that customer reviews were part of the key criteria to position Google My Business sheets among the first local research results.

To take advantage of this unprecedented online visibility opportunity during Black Friday and convert a maximum of consumers into customers or point of sale visitors, it is important to:

● Accumulate a large amount of positive customer reviews

● Show a so -called qualitative note, that is between 4 and 5 out of 5

● get comments with a positive feeling

Error n ° 3 - Do not prepare for traffic on the website

It is the misadventure of Black Friday 2020 for the two giants of French household appliances that are Darty and Boulanger [5].And several hours of inaccessible site rhyme with substantial loss of turnover during the Black Friday period.

How to avoid it?- Question his host

It is essential to assess the capabilities of your site well before D -Day.If necessary, you must contact your accommodation provider to see how to temporarily increase your capacity in order to overcome any possibility of saturation.This is also an opportunity to develop to ensure the speed of loading your website.

The more visitors will spend time waiting for a load site, the more frustrated they are and will tend to go and see elsewhere.It is therefore necessary to prepare your site now for a future crowd of visitors eager for good deals.

Error n ° 4 - Professor the greenwashing in an opportunistic way

Des marques comme Faguo, Nature & Découvertes, BackMarket ou encore Tediber boycottent le Black Friday en prônant l’argument d’une surconsommation déraisonnable.If they have made this choice, it is because these same companies are committed to ecology.Their offer itself is turned towards a more responsible consumption, and this, throughout the year.

Otherwise, a company can choose not to participate in Black Friday, but it is not recommended to brandish the boycott argument in order to maximize sales.Because any attempt at false communication will invariably lead to a bad buzz.

How to avoid it?- opt for honest and transparent communication

Franchise and honesty should be privileged with customers.If this advice may seem trivial, it is however timeless and even more crucial in the digital age.Because future customers find out with existing customers.There is no way to censor unhappy customers.So you might as well convert the satisfaction of the majority of customers into striking strength to sell during Black Friday!

To reassure prospects, it is essential to collect a maximum of customer reviews.In this same dynamic, it is essential to enhance the positive experiences that customers can leave throughout the year.During Black Friday, the goal is to collect as many customer reviews as possible and transform criticism into improvement axes in order to seduce and retain more consumers the following year.

Error n ° 5 - Do not respond to customer reviews

Customer opinions are fundamental for the company.They allow you to increase visibility and turnover all year round, and especially during Black Friday.Still, they have an additional asset: give the keys to better customer satisfaction.

How to avoid it?- opt for the automation of opinions collection

Black Friday represents a period of the year particularly busy for sales teams.Until the 2022 winter sales, they will not be able to combine other tasks.But that does not prevent collecting many customer opinions at the same time as the accumulation of sales thanks to Black Friday.Because the period acts as a wow effect or the opposite for customers.It is therefore essential to understand the elements that enchant customers during the period to bet even more on it.It is also essential to erase any element of the customer experience which, on the contrary, generates a huge disappointment.

Solutions exist to automatically collect customer reviews via many communication means adapted to customers.The whole thing is to find the review management tool, or customer reviews, most relevant to your business.Be one that will combine profitability and practicality for your business.

[1] Criteo, Black Friday 2021: world trends and marketing strategies, 2021

[2] Criteo, Black Friday 2021: world trends and marketing strategies, 2021

[3] Kantar, Dimension 2020 : Media & Me, comment booster sa réputation de marque à l'heure de la personnalisation ?, 2020

[4] Whitespark, 2020 Local Search Ranking Factors Presentation, 2020

[5] Capital, Black Friday: Darty and baker unable to manage the influx of connections, 2020