Black Friday 2019: how brands enticed us

So, Black Friday 2019 has been and gone. If you’re anything like me, you’ll have ticked a few gifts off your Christmas list – and nabbed some treats for yourself.

While deciding what to buy, did you feel a bit overwhelmed by the range of offers and discounts out there? With so many brands offering similar products (think ASOS, Amazon, etc), what compelled you to pick one over the other?  

Here’s some of the smartest offers I spotted: 

Early access and £5 off – Oliver Bonas

Oliver Bonas did a great job of encouraging account set-up by offering early Black Friday access and a £5 discount. This was promoted to its newsletter base and onsite, benefiting the company and its customers. I particularly like that you can email yourself the £5 discount code, so you have it to hand when you pop instore.  

A gift with every purchase – Space NK

Space NK offered a gift with each purchase. The value of the freebie was tiered, based on the amount spent. This is a clever move for the festive season, as customers could choose a gift for themselves or to give to someone else. It also encourages them to spend more, since it taps into that desire to get something for free. 

The next level of personalisation would be to offer free products tailored to a customer’s shopping preference. For example, if you frequently buy Hourglass cosmetics, offering a freebie from this brand would be even more alluring.  

Deals for non-openers – Levi’s

Levi’s uses Black Friday to engage customers who haven’t been opening their emails. It also appears to have removed this group of customers from its mailing list before contacting them, which works well. What better introduction back into their products than the promise of discounts and deals?!  

Instore price cuts – Mac

Mac has gone down a different discount route, with the promise of price cuts instore rather than online. It uses customer reviews to showcase products and reinforce the instore benefits, such as makeup demos and complimentary samples. 

A way to personalise even more would be to generate the information of the customer’s local store using geo-demographic location. It would be interesting to know the push for store as opposed to online. I can’t help but wonder if Mac has specific groups of customers who buy more products instore than they would online.

How about a wish list?

While the above campaigns caught my attention, the rest got lost in my inbox. Something I’ve yet to see a retailer take advantage of is a customer wish list. If I was sent a campaign with products saved in my wish list that were actually in my size, I would definitely engage and snap them up.  

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Author

Bianca Crown

Strategy Director

Bianca is a Strategist, supporting clients engage, retain and grow their customer base through devising data-driven strategic planning to inform and optimise digital marketing performance and transformation projects. She delivers brand appropriate strategic advice in line with business challenges to ensure thinking is always grounded in the impact it can have. She has worked with a diverse and high-profile range of clients at Profusion, and before that she worked in e-commerce performance marketing at tails.com and Investec.

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