How consumer expectations and purchasing behaviours over the Christmas period have varied every year for the past 5 years and how to effectively utilise these insights.
20. How Luxury Capitalised On Black Friday 2017
Discount Codes/ Sales
Competition Giveaways
Private/ Exclusive Sales
Selected Sales
21. Luxury Tackles Offers & Discounting 2017
Free Personalisation
Private Sales
Free Delivery
Gift With Purchase
22. UK Brands Black Friday Offers 2017
Up to 30% off selected items
in selected categories
20% off selected styles
20% off site wide
50% off a curated
selection of products25% off site wide
23. All brands can engage
in Black Friday and they
have the scope to
decide how
51. SEO Housekeeping
51
• Server load capabilities
• Payment gateway stability
• Category merchandising
• User journeys and internal
linking
• Product page content
–Delivery and stock info
• Tracking setup Source:GlobalWebIndexCommerce Bi-annual report2018
• Site Speed / Mobile first
53. 53
Wait It Out
Don’t false start.
Stick to your plan
and generate the
sales at the time that
people are looking to
buy.
Photoby Matt Lee on Unsplash
54. 54
A Starting Point
• Run offer Fri - Mon (inclusive)
• Have a site wide offer
–Free delivery
–10% off everything
–Gift with purchase
• Have some heavily discounted
hero products
–40% to 70% off
–At least 6 products Photoby Startaê Team on Unsplash