Why Black Friday Sales Matters for Indian E-commerce Segment and How Brands Should Prepare for it
In the 1990s, when American television shows began airing in India, it introduced Indians to the phenomenon of Black Friday Sale. This day holds immense significance for American shoppers, as several brands across consumer segments offer their products at discounted prices. Beyond being a day of substantial savings, Black Friday also serves as the official kickstart to the Christmas shopping season. Shoppers eagerly wait for the day with their holiday shopping lists, making the most of the exciting deals and promotions that define this retail extravaganza.
As cultural exchanges foster the seeds of globalization, the phenomenon of Black Friday sales is no longer confined to America but is being replicated worldwide, with India being no exception to this trend. As per a market analysis based on last year trends, there will be a 70% jump in this year's online sales in India during the Black Friday Marketing Campaigns. Several brands will be wooing customers across the board, however, the following segments is expected to have peaked customer interest -
- Fashion & Apparel
- Mother Care & Kids
- Beauty & Self Care
Big E-commerce platforms such as Amazon, Myntra are already gearing up for the Black Friday Sales commencing on 24th November and ending with Cyber Monday on 27th November. It is a big opportunity for e-commerce companies to boost sales and for the customers to make the most of the amazing deals. With heighten awareness and interest in the global phenomenon of Black Friday, here’s how brands should start prepping up for this awaited shopping event each year-
# 1 Onboard Social Media Influencers for Promotions
In today's day and age, no marketing endeavour is complete without an influencer marketing campaign. With a very diverse follower demographic, social media influencers allow brands to target specific and very niche markets and customers, thus ensuring that the Black Friday promotions reach a broader audience base.
There are different ways in which the influencers can reach out to their target audience. For instance, through live sessions or real time interactions, influencers can actively promote Black Friday deals, answer questions and create a sense of urgency among their followers.
Influencers are also excellent story tellers, which means brands can efficiently showcase or display product features to the customers.
# 2 Start the Prep up in Advance
Advance preparation builds anticipation and excitement among consumers. Teaser campaigns, exclusive previews, and countdowns create a sense of urgency, encouraging customers to look forward to the Black Friday marketing campaign. E-commerce websites and platforms often experience a surge in traffic during Black Friday sales.
By preparing in advance, e-commerce players can ensure that their websites are technically ready to handle increased user activity, reducing the risk of crashes or slowdowns.
# 3 Devise Plan to Upsell Products
Upselling during Black Friday sales can be an effective strategy to increase the average order value and maximize revenue. E-commerce companies can create attractive bundle offers that can influence related or complementary products at a discounted price.
Incorporating influencer marketing campaigns into upselling strategies can also be a powerful way to leverage the trust and influence that influencers have over their audience.
Authentic and favorable reviews from trusted influencers can influence their audience's perception and highlight the additional value these products bring.
Collaborating with influencers with their talent for visual storytelling can be compelling and persuasive to upsell products.
# 4 Customer Support Readiness
Customer support readiness is crucial during Black Friday sales for several reasons, given the heightened activity and increased customer interactions. Black Friday sales lead to a surge in customer inquiries and order placements. Customer support teams need to be prepared to handle a higher volume of queries efficiently to provide a seamless shopping experience.
With increased website traffic and online transactions, customers may encounter technical issues such as payment errors or website glitches. Customer support teams play a vital role in offering technical assistance, resolving issues promptly, and ensuring a smooth checkout process.
Black Friday is a time-sensitive period, and customers expect prompt problem resolution. Customer support readiness ensures that urgent issues, such as order discrepancies or payment problems, are addressed quickly to maintain customer satisfaction.
As businesses gear up for this high-stakes sales event, understanding the unique dynamics of the Indian market becomes crucial. From strategic pricing and inventory management to innovative marketing campaigns such as exploring the potential of influencer marketing, will ensure that e-commerce companies find success on Black Friday Sales day.
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