‘Strategic Web Communications’ To Boost Black Friday Sales
Shoppers all around the country are repeatedly checking their favourite websites to see if the latest deals have come online ahead of this week’s Black Friday and Cyber Monday sales.
More than half the population are likely to purchase something in the annual discount event, when retailers slash their prices ahead of the Christmas shopping rush. That is why Price Waterhouse Coopers (PwC) has suggested companies make the most of the business by making sure their website and communications is working as effectively as possible.
It stated retailers should capitalise on the event through “selective and strategic communications, via their websites, email promotions or engaging with shoppers on social media”.
The report from PwC went on to say even shoppers “not actively looking for deals may be persuaded to buy on impulse given the right communications”.
One way of doing this is by offering different prices for goods depending on whether they are bought online or in-store. It also reminded retailers to put their prices back as soon as Cyber Monday is over, reminding consumers the deals really are time-limited, so they will be even more tempted to make impulse purchases next time.
According to the report, having an impressive and easy-to-navigate website design is really important at this time of the year, as more and more shoppers are turning to the internet for Black Friday deals. Indeed, it revealed 77 per cent of transactions for this event will take place online.
Last year, Schroders reported online sales as a share of total retailing rose to 21.5 per cent in November 2018, which is a 13.1 per cent increase compared to the year before.
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