Engaging New Customers Following Black Friday – Merchant ABCs #27

by Deb Carney on December 12, 2011

Merchant ABCs hosts Deborah Carney and Vinny O’Hare joined Kim Salvino and Amy Ely of buy.at to discuss ideas on engaging new customers gained from Black Friday sales.

Topics include:

  • Promotion ideas to recapture the attention and dollars of Black Friday / Cyber Monday customers

·         Helpful data, creative and resources for affiliates so they can generate additional holiday sales

Key takeaways:

  • Consider time-sensitive promotions that encourage customers to keep returning to the site, such as daily deals or a “Countdown to Christmas” – great examples include eBay and Amazon’s daily and weekly deals

·         As the remaining shopping days dwindle, alter promotions to feature gift cards and/or free overnight shipping

·         Promote complementary products or add-ons for gifts they’ve already purchased, such as Kindle Edition books if the original purchase was a Kindle Fire

·         Use Black Friday / Cyber Monday sales data to give affiliates top seller data and popular categories, then let them know if and when you will highlight or offer a sale on these products again

·         Supply affiliates with shipping deadline dates and when gift card sales are strongest so they can plan and promote accordingly

·         Recognize that holiday promotions don’t have to stop at Black Friday and Cyber Monday, give affiliates offers that run through the rest of December and into post-holiday shopping promotions – for example, encourage gift card spending after the holidays

Helpful statistics:

From Shawn Collins’s Affiliate Tip Blog and citing stats from comScore:

  • Online shopping for Black Friday 2011 was a 26% increase versus Black Friday 2010

·         Thanksgiving Day (November 24) was also strong with an 18% increase over Thanksgiving 2010 with $479 million in online sales.

·         There was $1.25 billion in online spending on Cyber Monday 2011, which is up 22% from 2010

·         Cyber Monday 2011 was the heaviest online spending day in history and only the second day ever to surpass the billion-dollar threshold

Find us on Twitter:

Vinny O’Hare
Deborah Carney (a.k.a. Loxly)
Amy Ely
Kim Salvino
Merchant ABCs

Learn more about buy.at:
Visit the buy.at blog
Facebook Fan Page
Twitter: @buyatUS

Thanks to Geekcast.fm for hosting our podcasts, check them out for lots of other great podcasts about affiliate marketing and marketing in general.

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