This year – things are looking a little differently compared to Black Friday 2020.
With many bricks and clicks retailers opening up their physical stores, this year’s Black Friday could be the busiest yet – so it’s important to focus on driving people in-store as well as online.
We’ve compiled a handful of ideas to help with your in-store marketing efforts this Black Friday.
Offer exclusive in-store promotions – especially to digital subscribers
Offering exclusive discounts and extras to those customers that visit your store can be a great way to increase footfall.
Encourage those digital subscribers to visit you by providing exclusive money-off deals, free gift wrapping as well as extra treats for visiting you in person. The possibilities are endless – we’ve just thought of a few there!
Reach out to these people with information about your in-store promos using the usual channels like email and social media – and try mixing it up and sending direct mail for a multi-touchpoint approach.
Make it easy for your customers to find you
Ensure your store is listed on search engines and ensure your contact details and addresses are all up to date on your social media channels and website. Don’t assume that all your customers know where your physical store is – we’re a nation of digital shoppers now!
Add a ‘Find your nearest store’ CTA to your marketing templates to help those customers that are interested in visiting your physical store. This CTA could be a link that takes customers to your website that lists all your store locations.
Let your customers know about new products arriving and being restocked in-store
All online retailers have neat features on their apps and in their marketing automation software that emails subscribers when a new product is launched or if a particular product has been restocked.
Replicate this for your in-store products too. Customers waiting for a particular product to come back in stock online might be triggered to visit you in person if they know it’s available at their local store.
Gather customer information in-store in the lead up to Black Friday
By starting to gather customer information early in-store means that you can effectively market to them across all channels in the lead up to Black Friday, and potentially get them back in store for those exclusive offers we suggested above.
Encourage your staff to ask customers to sign up at the checkout for exclusive Black Friday deals or run a small competition to gather vital customer information like email addresses, birthdays, style preferences and more.
As well as marketing for Black Friday – sign-up ideas are great to use at any time to gain better insight into your customers’ behaviour and allow you to send personalised and dynamic marketing on and offline.
Nail your POS at a Black Friday event
Use the same Black Friday designs as your online marketing assets and bring these in store for a complete, end-to-end Black Friday event.
Transferring your Black Friday campaign from online channels to your physical stores creates a seamless theme that customers will recognise. Dressing up your store for an event generates a buzz as people walk past and can help encourage shoppers into your store. Think about:
- Window vinyls
- Posters
- Shelf talkers
- Wobblers
- Banners
- Floor vinyls
- Banners
- And so much more (which we can help you with here!)
Optimising your marketing efforts on and offline means that you can capitalise on the different behaviours and maximise Black Friday sales.
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