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BizReport : Ecommerce archives : November 16, 2016

Top 3 tips to turn Black Friday green

Black Friday has long been the kick-off to the holiday season, and even though shoppers continue to shop earlier, Black Friday deals remain some of the hottest tickets for shoppers. Here are three tips that could increase merchants' revenue on Black Friday.

by Kristina Knight

Use local search to target

"Nearly 80% of holiday shoppers use their smartphones to research purchases. And they will likely conduct local searches, which directly increases sales. 78% of local mobile searches result in purchases, with nearly 90% happening in-store or over the phone. It's now critical for brands to optimize local mobile search for offline conversions, such as call conversions, this holiday season," said Susan Bryant, CMO, DialogTech.

Bryant suggests Geo-targeting and localized messaging as two keys.

"Geo-targeting ads: Reach the audience near your retail location that matters most to you. You can target based on demographics and behaviors that are important to your business. Re-target an audience that's even more likely to convert (e.g., audiences similar to those who have called before). Target customers that purchased in-store over the holidays the prior year. This audience is more likely to convert offline than someone who has never purchased from you or only purchases online from you," said Bryant. "Use localized messaging: Let your audience know you're nearby. Use clear messaging and images. Update your business hours for the holiday season. And be clear as to what you want your customer to do. Whether it's to purchase over the phone or in-store. If they're searching for the toy of the season then your ads should include messaging specific to the search, such as "Call to place your gift on hold." And if you don't have a local store, consider offering free shipping if you're trying to target a particular audience in a certain city."

Second, use in-store mobile targeting

"In-store comparison shopping occurs daily, and especially over the holidays when consumers are even more cost-conscious," said Bryant. "In-store shoppers will search to see if the items they're looking for are similar, available, and cheaper at a competitor's store nearby or online. Retailers need to take steps to prevent this and incentivize shoppers to stay in their store. You can do this by including signs with additional promotions for smartphones users to text for a discount. And if you're the competition? Consumers will likely call you to confirm inventory and price. If you're running geo-targeted ads within the vicinity of your competitor's location, make it easy for consumers to find your online or local business, the product they're looking for, and to contact you. Include call extensions and clear messaging that tells people to call."

Third, offer promotions across search, social and display ads

"Promotions resonate with holiday shoppers, especially those last minute procrastinators. Analyze behavior and know what incentivizes your customers to purchase. If they've conducted a local mobile search for your store, or even a product you offer, but they haven't converted online, try retargeting them with Facebook local awareness ads, display ads, or search ads," said Bryant.

Tags: black friday tips, DialogTech, ecommerce, ecommerce advertising, holiday ecommerce

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