{"id":34955,"date":"2020-11-16T00:00:00","date_gmt":"2020-11-16T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/tuesday-tip-business-applications-for-frugal-entrepreneurs\/"},"modified":"2025-03-13T06:22:39","modified_gmt":"2025-03-13T13:22:39","slug":"ecommerce-tips-for-black-friday","status":"publish","type":"post","link":"\/us\/en\/blog\/ecommerce-tips-for-black-friday\/","title":{"rendered":"eCommerce tips for Black Friday: The 2020 edition"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">At the risk of sounding a little dramatic, the Black Friday we know is no longer. New shopping habits and events in the world have altered many aspects of everyday life\u2014including how we shop.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result, the way small businesses prepare for (and endure) the holiday shopping season will look much different. To see success this year, you must be ready from an eCommerce perspective.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019re sharing several eCommerce tips for Black Friday that small businesses can leverage to make the most of the evolving holiday shopping season.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s what we&#8217;ll look at in this post\u2014skip ahead if you&#8217;d like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"#bf\"><span style=\"font-weight: 400;\">Black Friday in 2020: What you need to know<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">eCommerce tips for Black Friday<\/span>\n<ul>\n<li><a href=\"#one\">1. Prepare your website for a surge in traffic<\/a><\/li>\n<li><a href=\"#two\">2. Embrace omnichannel selling<\/a><\/li>\n<li><a href=\"#three\">3. Plan your inventory strategy as early as possible<\/a><\/li>\n<li><a href=\"#four\">4. Prep your fulfillment team<\/a><\/li>\n<li><a href=\"#five\">5. Provide excellent customer support<\/a><\/li>\n<li><a href=\"#six\">6. Retarget people who&#8217;ve previously checked you out<\/a><\/li>\n<li><a href=\"#seven\">7. Create eye-catching email marketing campaigns<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\"><a id=\"bf\"><\/a><br \/>\nBlack Friday in 2020: What you need to know<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This year has been challenging for retailers of all sizes and industries. Despite the remaining uncertainty of the coming weeks, here are a few things we know for sure about Black Friday in 2020.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Extended holiday shopping season<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">As you\u2019ve likely seen, many retailers have already begun offering doorbuster deals. Rather than focusing on two days of in-store and Cyber Monday sales, retailers are spreading their Black Friday deals over the entire holiday season.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And with Amazon\u2019s Prime Day, which happened this past October rather than in the summer, marking the unofficial kickoff of the holiday shopping season, this year will be a marathon, not a sprint.\u00a0<\/span><\/p>\n<p><b>What small businesses can do:<\/b><span style=\"font-weight: 400;\"> Space your holiday offerings out as much as possible. That way, you aren\u2019t relying on a single day that will be altered due to social distancing to drive revenue.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">A different kind of in-store shopping experience<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The logistics of in-store shopping has changed. Thanks to online shopping, we can say \u201cgoodbye\u201d to crowds of people fighting over the last smart TV or balsam fir candle.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social distancing measures will not only reduce the number of people in-store at a time, but this could mean a change in the number of people who shop in-store altogether.\u00a0<\/span><\/p>\n<p><b>What small businesses can do:<\/b><span style=\"font-weight: 400;\"> Many big retailers like Best Buy, West Elm, and Williams-Sonoma have shifted to an appointment-only shopping experience to ensure stores don\u2019t exceed capacity. Small businesses could take a similar approach.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">An emphasis on eCommerce<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">With the drive to eCommerce, retailers should prepare for an influx in website traffic.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Small businesses must ensure their online storefront can not only handle additional website traffic but that customers have an excellent online shopping experience. We\u2019ll touch more on this later in the article.\u00a0<\/span><\/p>\n<p><b>What small businesses can do: <\/b><span style=\"font-weight: 400;\">Take a look at your current website. Is it ready for the holiday shopping season? If not, it\u2019s essential to make the necessary updates so you are ready to hit the ground running as soon as possible.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">eCommerce tips for Black Friday<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The holiday shopping season is a significant time of year for small businesses in particular. With so much to navigate\u2014especially with the pandemic\u2014it can feel overwhelming to keep business afloat.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some of the best eCommerce tips that Black Friday small businesses can implement to make the most of this wild season.\u00a0<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\"><a id=\"one\"><\/a><br \/>\n1. Prepare your website for a surge in traffic\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your website will be the workhorse of your holiday shopping experience. As so many customers turn to online shopping this season, ensuring your website can accommodate a surge in traffic is vital.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, be sure to test your website regularly to catch any glitches or potential issues. Keep your website updated and that you use a website hosting package that can accommodate surges of traffic. If you aren\u2019t sure if your website can withstand holiday shopping traffic spikes, reach out to your hosting provider or eCommerce platform provider to verify.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there\u2019s more to a website than making sure it can handle an increase in website traffic. Focusing on creating a superb shopping experience for your customers\u2014no matter the device they\u2019re on\u2014will set you apart from the competition.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are other eCommerce elements to consider, such as:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h4>Checkout process<\/h4>\n<h4><span style=\"font-weight: 400;\">A simple checkout experience can mean the difference between a customer going through with a purchase and navigating to a competitor. A study from Baymard found that 21% of shoppers<\/span><span style=\"font-weight: 400;\"> will abandon a cart due to a complicated checkout process.<sup>1<\/sup>\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">When assessing your checkout process, consider these questions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Does your checkout process make sense to users?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Are customers able to see how much they\u2019ve saved or how much they\u2019re going to pay for shipping?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Is your checkout process secure?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For example, the athletic clothing line, Outdoor Voices, has an excellent checkout process that leaves nothing to the imagination:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-45186\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2009\/11\/outdoor-voices-sale-email.png\" alt=\"outdoor voices sale email\" width=\"377\" height=\"599\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Customers know what they\u2019re purchasing and how much each item costs. Outdoor Voices also provides information like how much customers save with a discount code and shipping costs.\u00a0<\/span><\/p>\n<h4>Shipping and tracking notifications<\/h4>\n<p><span style=\"font-weight: 400;\">Big box retailers have set a precedent for speedy shipping at little to no cost to customers. As a result, quick deliveries have become an industry expectation.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shipping and tracking notifications not only help customers keep track of their orders, but they foster a sense of excitement. After all, who doesn\u2019t love seeing their package marked as \u201cOut for delivery\u201d?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shopify\u2019s Shop app makes it easy for customers to manage their orders all from one place. Customers can add tracking numbers from various mail carriers and see where their orders are on the map:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-45185\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2009\/11\/shopify-shop-app.png\" alt=\"shopify shop app\" width=\"665\" height=\"740\" \/><\/p>\n<p><span style=\"font-weight: 400;\">This is especially helpful if customers are ordering several things at once\u2014which is safe to assume during the holidays!<\/span><\/p>\n<h4>Online product catalog<\/h4>\n<p><span style=\"font-weight: 400;\">Did you know that 53% of shoppers<\/span><span style=\"font-weight: 400;\"> research before purchasing a product?<sup>2<\/sup> What\u2019s more, 75% of eCommerce shoppers<\/span><span style=\"font-weight: 400;\"> say product images are very influential when determining whether or not they want to buy a product.<sup>3<\/sup>\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, customers do their due diligence. They like to know they\u2019re getting the best product that suits their needs (at the best price, mind you).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why does this matter to small businesses? If customers are researching, it\u2019s all the more critical to give them the information they need to decide. Or, more importantly, to show them that <\/span><i><span style=\"font-weight: 400;\">your<\/span><\/i><span style=\"font-weight: 400;\"> product or service is the one they should purchase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Product pages with clear photos, detailed descriptions, and other information like size charts, model sizes, materials, etc. play a huge role in getting customers to convert. Make this a priority.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An excellent example of standout product pages comes from Method:<\/span><\/p>\n<p><a href=\"https:\/\/methodhome.com\/products\/foaming-hand-wash-pink-grapefruit\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignnone size-large wp-image-45184\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2009\/11\/method-website-product-page-1024x558.png\" alt=\"method website product page\" width=\"1024\" height=\"558\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Not only are Method\u2019s product descriptions hilarious (and very on brand), but they also take them a step further by providing a list of ingredients so that folks who are concerned about what chemicals go onto their body can put their minds at ease:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignnone size-large wp-image-45187\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2009\/11\/method-ingredients-list-1024x280.png\" alt=\"method ingredients list\" width=\"1024\" height=\"280\" \/>\u00a0<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\"><a id=\"two\"><\/a><br \/>\n2. Embrace omnichannel selling<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When it comes to marketing channels for your eCommerce business, the more, the merrier\u2014if those channels are high-performing, that is.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019ve embraced selling across various channels, like Instagram, Facebook, and Pinterest, the 2020 holiday season is an excellent time to invest in the channels that work best for you.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, here\u2019s the catch: Take a hard look at the channels that are worth the investment. For example, if your business moves a lot of products via Instagram, focus your efforts there.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s worth noting that the holidays might not be the best time to experiment with a new channel you\u2019ve never tried selling on before. Stick to what\u2019s been working.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although you may be focusing your outreach efforts on a few strategic channels, your customers may be trying to contact you using multiple means of communication. This is especially true during the holiday shopping season where customers may be more inclined to contact customer support. To make this easier, consider implementing a customer service tool that supports <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/omnichannel-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">omnichannel communication<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, a tool like <\/span><a href=\"https:\/\/www.ringcentral.com\/digital-customer-engagement.html#ring-ev-off\"><span style=\"font-weight: 400;\">RingCentral Engage Digital<\/span><\/a><span style=\"font-weight: 400;\">\u2122 lets your team manage customer responses and questions on various channels like Facebook, Instagram, Twitter, and WhatsApp all from one dashboard. Here&#8217;s how it looks:<\/span><\/p>\n<div class=\"rc_custom_video\"><a class=\"rc_custom_video__link\" href=\"https:\/\/www.youtu.be\/PZC3o5YN90E\">\n\t\t            <picture><source srcset=\"https:\/\/i.ytimg.com\/vi_webp\/PZC3o5YN90E\/maxresdefault.webp\" type=\"image\/webp\"><img decoding=\"async\" class=\"rc_custom_video__media\" src=\"https:\/\/i.ytimg.com\/vi\/PZC3o5YN90E\/maxresdefault.jpg\" alt=\"\">\n\t\t            <\/picture>\n\t\t        <\/a><br \/>\n\t\t        <button class=\"rc_custom_video__button\" aria-label=\"Play video\"><svg width=\"68\" height=\"48\" viewBox=\"0 0 68 48\"><path class=\"rc_custom_video__button-shape\" d=\"M66.52,7.74c-0.78-2.93-2.49-5.41-5.42-6.19C55.79,.13,34,0,34,0S12.21,.13,6.9,1.55 C3.97,2.33,2.27,4.81,1.48,7.74C0.06,13.05,0,24,0,24s0.06,10.95,1.48,16.26c0.78,2.93,2.49,5.41,5.42,6.19 C12.21,47.87,34,48,34,48s21.79-0.13,27.1-1.55c2.93-0.78,4.64-3.26,5.42-6.19C67.94,34.95,68,24,68,24S67.94,13.05,66.52,7.74z\"><\/path><path class=\"rc_custom_video__button-icon\" d=\"M 45,24 27,14 27,34\"><\/path><\/svg><br \/>\n\t\t        <\/button>\n\t\t    <\/div>\n<p><span style=\"font-weight: 400;\">To make things even easier, AI technology analyzes each customer message and sends it to the right support agent. This way, your customers are getting the best help from the best person, every time. Whether it&#8217;s a phone call or email or social media message, all of these conversations get consolidated in one place:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-44859\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/engage-digital-all-sources-conversations.png\" alt=\"engage digital all sources conversations\" width=\"900\" height=\"456\" \/>\u00a0<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\"><a id=\"three\"><\/a><br \/>\n3. Plan your inventory strategy as early as possible<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">By now, you should have a solid idea of which products you plan on selling during the holidays. Plus, as shipping and stocking procedures have shifted (read: slowed) thanks to events like COVID-19, getting a good grasp on your inventory should be a priority.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you aren\u2019t sure which products to choose, there are multiple ways to approach it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First, many eCommerce platforms include analytics that let you see which products have been flying off your shelves. Keep in mind there may be products that sell well all year round and products that sell well during the holidays.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want additional insight, consider running an ABC analysis<\/span><span style=\"font-weight: 400;\"> on your inventory.<sup>4<\/sup> An ABC analysis breaks your inventory into three categories (A, B, and C), or your best, middle, and worst performing products.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a look at each category in more detail:<\/span><\/p>\n<ul>\n<li><b>A products:<\/b><span style=\"font-weight: 400;\"> Products in this category are your top-tier products. They account for roughly 80% of your revenue. <\/span><\/li>\n<li><b>B products:<span style=\"font-weight: 400;\"> These products are lukewarm for your business. B products make up 15% of your revenue.<\/span><\/b><\/li>\n<li><strong>C products<\/strong>: <span style=\"font-weight: 400;\">C products are your least performing products\u2014or the ones that rarely sell. These products account for 5% of your total revenue.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">So, what can small business owners do with this information?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Focus on your A products first and foremost. It\u2019s essential to have an adequate amount of A product inventory, perhaps even a surplus.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, it\u2019s equally as important to have B products in stock as well. Typically, B products swing between A products and C products, so there\u2019s potential for them to move up in your product rankings.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even though C products don\u2019t make you a ton of money, they still generate something! Therefore, it\u2019s smart to invest in some C products. They may be slow-to-sell for your business, but they still carry some weight.\u00a0\u00a0<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\"><a id=\"four\"><\/a><br \/>\n4. Prep your fulfillment team<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You don\u2019t want to wait until the last minute to have your holiday fulfillment logistics sorted out. A well-oiled fulfillment machine, especially during this time of year, has a significant impact on how quickly and seamlessly you can get orders to customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, where do you begin?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are four actions you can take to make a successful fulfillment team:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Hire extra staff<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Establish an order prioritization process<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keep your stock room organized<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Build a communication plan<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a look at each in more detail.\u00a0<\/span><\/p>\n<h4>Hire extra staff<\/h4>\n<p><span style=\"font-weight: 400;\">It\u2019s all hands on deck during the holiday shopping season. Additional orders warrant additional hands, eyes, and brains to make sure the process is smooth from when an order is placed until it ships.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s important to consider where you need additional support. This will help you determine how many employees to hire, what skill sets you\u2019re looking for in employees, and how to divide responsibilities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Look for employees who have experience in fulfillment as well as other skills like customer service.\u00a0\u00a0<\/span><\/p>\n<h4>Establish an order prioritization process<\/h4>\n<p><span style=\"font-weight: 400;\">As a small business owner, you want to process and ship orders as fast as possible to make your customers happy. But the reality is that some orders may need to be shipped sooner than others.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creating an order prioritization system eliminates potential issues like late shipping, lost packages, and wrong orders. For example, if you offer expedited shipping, you\u2019ll want to make sure those orders are processed and shipped first.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or, you could also prioritize by product type. If you have perishable products, those will likely need to be shipped as soon as possible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No matter how you choose to prioritize, it\u2019s best to consider all angles.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep in mind that with big events and holidays, shipping has become a challenge for many small businesses due to delays. Therefore, it\u2019s crucial to stay updated on the policies of different carriers.\u00a0<\/span><\/p>\n<h4>Keep your stock room organized<\/h4>\n<p><span style=\"font-weight: 400;\">There\u2019s no faster way to stress yourself out during this season than to work in a chaotic stock room. As your team starts to process orders, emphasize the importance of keeping things neat and organized.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This way, everything is where it needs to be, and nothing gets overlooked. If this has been a problem for you in the past, consider hiring a stock room manager to keep tabs on things.<\/span><\/p>\n<h4>Build a communication plan<\/h4>\n<p><span style=\"font-weight: 400;\">Like an unorganized stock room, a fulfillment team that isn\u2019t aligned when communicating is a recipe for disaster. Create a <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/communication-plan-template\/\" target=\"_blank\" rel=\"noopener noreferrer\">communication plan<\/a> that&#8217;s easy for your team to learn and use.<\/span><\/p>\n<p>How do you like to communicate with your teammates, prospects, clients, and customers?<\/p>\n<p>If you&#8217;re like most businesses, you&#8217;re probably using any variety of messaging, video conferencing, and good ol&#8217; phone calls to keep in touch with all these people. And like many businesses, you might be using multiple apps or tools to handle all these channels.<\/p>\n<p>Did you know you could be using just one app instead?<\/p>\n<p><span style=\"font-weight: 400;\">For example, there are all-in-one communication solutions (like <\/span><a href=\"https:\/\/www.ringcentral.com\/solutions\/small-business.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">RingCentral!)<\/span><\/a><span style=\"font-weight: 400;\"> that give you exactly those options\u2014messaging, video conferencing, a phone service, and more\u2014all in one app:<\/span><\/p>\n<div class=\"rc_custom_video\"><a class=\"rc_custom_video__link\" href=\"https:\/\/www.youtu.be\/9xaL89hYeFs\">\n\t\t            <picture><source srcset=\"https:\/\/i.ytimg.com\/vi_webp\/9xaL89hYeFs\/maxresdefault.webp\" type=\"image\/webp\"><img decoding=\"async\" class=\"rc_custom_video__media\" src=\"https:\/\/i.ytimg.com\/vi\/9xaL89hYeFs\/maxresdefault.jpg\" alt=\"\">\n\t\t            <\/picture>\n\t\t        <\/a><br \/>\n\t\t        <button class=\"rc_custom_video__button\" aria-label=\"Play video\"><svg width=\"68\" height=\"48\" viewBox=\"0 0 68 48\"><path class=\"rc_custom_video__button-shape\" d=\"M66.52,7.74c-0.78-2.93-2.49-5.41-5.42-6.19C55.79,.13,34,0,34,0S12.21,.13,6.9,1.55 C3.97,2.33,2.27,4.81,1.48,7.74C0.06,13.05,0,24,0,24s0.06,10.95,1.48,16.26c0.78,2.93,2.49,5.41,5.42,6.19 C12.21,47.87,34,48,34,48s21.79-0.13,27.1-1.55c2.93-0.78,4.64-3.26,5.42-6.19C67.94,34.95,68,24,68,24S67.94,13.05,66.52,7.74z\"><\/path><path class=\"rc_custom_video__button-icon\" d=\"M 45,24 27,14 27,34\"><\/path><\/svg><br \/>\n\t\t        <\/button>\n\t\t    <\/div>\n<p>&nbsp;<\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">5. Provide excellent customer support<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">No matter if you\u2019re a team of five or a team of 50, offering additional customer service support during the holidays is vital. In fact, customer service queries increase by 75%<\/span><span style=\"font-weight: 400;\"> around the holidays.<sup>5<\/sup> What\u2019s more, 47% of customers expect fast replies during this time as well.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The rules of customer services have shifted over the years. That said, it\u2019s safe to say that boosting your customer service support will be essential.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a few things to keep in mind when thinking about additional customer support over the holidays:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Focus on personalization:<\/b> <span style=\"font-weight: 400;\">Every customer interaction is essential. Facetime with your customers allows you to make their experience with your business that much more special. Adding a touch of personalization to these interactions\u2014whether it\u2019s recommending new products or using their name in conversation\u2014goes a long way.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Add an element of delight:<\/b> <span style=\"font-weight: 400;\">The holidays can be stressful for everyone. Going out of your way to make your customer smile can leave a lasting impression. A few ideas include surprising them with a gift card or a discount or upgrading their shipping method for free.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But to make this level of support possible, your team needs the right tools. Whether it&#8217;s a social CRM or customer service software, there&#8217;s an option out there that can probably make your life (and your team&#8217;s lives) easier.\u00a0<\/span><\/p>\n<hr \/>\n<p class=\"p1\"><span class=\"s1\">\ud83d\udd79\ufe0f<\/span> Get a hands-on look at how RingCentral can help you get more done (and get more customers) on Black Friday by booking a product tour:<\/p>\n<p class=\"p1\"><button data-href=\"#leadform-popup\" class=\"js-open-popup-activator btn primary\" >Choose a time<\/button><\/p>\n<p class=\"p1\"><span class=\"s1\">\ud83d\udcb0<\/span> You can also <a href=\"https:\/\/ringcentral.valuestoryapp.com\/roi-calculator\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\"><b>use this calculator<\/b><\/span><\/a><b> <\/b>to see roughly how much your business could save by using RingCentral to support your team&#8217;s communication with each other\u2014and clients.<\/p>\n<hr \/>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\"><a id=\"six\"><\/a><br \/>\n6. Retarget people who&#8217;ve previously checked you out<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Retargeting<\/span><span style=\"font-weight: 400;\"> may be a more advanced marketing tactic, but if used correctly, it\u2019s super powerful.<sup>6<\/sup> The goal of retargeting is to get your brand back in front of people who have visited your website or interacted with you on social media somehow.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For the most part, retargeting involves targeting those potential customers with paid ads\u2014both on social media channels and through display ads.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So how does it work?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The possibilities are endless with retargeting, which is one of the best parts of it. But that can also feel overwhelming.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how to get started with retargeting:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>Define your goal: <\/b><span style=\"font-weight: 400;\">What are you trying to accomplish with retargeting? Re-engage previous visitors or website traffic? Encourage almost-customers who abandoned their carts to purchase? Whatever you choose, make sure your goal is clear. Your goal will dictate the channel you decide to use for your campaign(s). <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Identify your target customers:<\/b> <span style=\"font-weight: 400;\">You have your goal in place, but now you must determine <\/span><i><span style=\"font-weight: 400;\">who<\/span><\/i><span style=\"font-weight: 400;\"> you\u2019re retargeting. Creating audience segments will help you set up your campaigns in a snap. For example, you could build audience segments per product, per channel, or per action (e.g., customers who abandoned their carts).<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Keep testing:<\/b> <span style=\"font-weight: 400;\">As with all paid ad campaigns, it\u2019s important to continue testing. Take note of which campaigns are performing the best and <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\"> that might be. Every adjustment you make will get you closer to a high-performing campaign.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<\/ol>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\"><a id=\"seven\"><\/a><br \/>\n7. Create eye-catching email marketing campaigns<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Is it the holiday shopping season without an <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/email-marketing-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">email campaign<\/a>? There\u2019s a reason why email is such a successful channel for small businesses, and one of the best eCommerce tips for Black Friday.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But with roughly 116.5 million emails sent on Black Friday, and 106 million emails sent on Cyber Monday,<\/span><span style=\"font-weight: 400;\"> how can small businesses stand out from the crowd?<sup>7<\/sup>\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before we dive into email marketing best practices, let\u2019s rewind for a minute. Why is email such an important marketing tool, particularly around the holidays?\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Reach customers in creative ways:<\/b> <span style=\"font-weight: 400;\">Email lets you market directly to your customers in unique ways. Several email marketing platforms allow brands to let their creativity (and brand) shine. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Optimize for mobile from the start:<\/b> <span style=\"font-weight: 400;\">Email is built for the mobile experience. And with more people shopping on their phones, which will likely increase due to the pandemic, it\u2019s critical to reach customers on the channels they use.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Automation capabilities:<\/b> <span style=\"font-weight: 400;\">You\u2019re busy. There\u2019s no doubt about that. Instead, you can automate your email campaigns, so you don\u2019t have to think twice about whether your Black Friday drip campaign went live. <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now, let\u2019s take a look at two stellar examples of holiday email campaigns.<\/span><\/p>\n<p><b>Madewell: Shop Cyber Monday early<\/b><\/p>\n<p><span style=\"font-weight: 400;\">As we mentioned above, several brands offer sales across multiple days rather than strictly on Black Friday or Cyber Monday. This email from Madewell is simple, yet it piques their audience\u2019s interest. After all, who wouldn\u2019t want to shop their favorite brands sales early?<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-45183\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2009\/11\/madewell-black-friday-sale-email.png\" alt=\"madewell black friday sale email\" width=\"621\" height=\"710\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Not only does Madewell use enticing language like \u201cCyber Monday Preview,\u201d in addition to an eye-catching subject line, \u201cHey wanna shop Cyber Monday early?\u201d but they include many product shots to encourage shopping.\u00a0<\/span><\/p>\n<p><b>Notes for small business owners:<\/b><span style=\"font-weight: 400;\"> Focus on showcasing your products, especially your best-sellers, throughout your holiday emails. Offering early access to an exclusive list, like your email subscribers or loyal customers, is a great way to ramp up spending.<\/span><\/p>\n<p><b>Fabletics: Exclusive access to Black Friday<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Fabletics has also been offering early access to select products. Their approach is a bit different from Madewell:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-45182\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2009\/11\/fabletics-black-friday-email.png\" alt=\"fabletics black friday email\" width=\"623\" height=\"694\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Their use of bold colors and a countdown clock create a sense of urgency for customers. Rather than showcasing their products in the email, the athletic clothing brand wants customers to click to the site to start shopping.\u00a0\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Prepare for an atypical holiday shopping season<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Planning for the holiday shopping season is challenging under non-pandemic circumstances. We hope these eCommerce tips for Black Friday help you navigate these uncertain times and give you confidence in making the most of this season.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, you\u2019re a small business. You\u2019re scrappy and built to withstand the storm\u2014and you&#8217;ve got an edge this Black Friday.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><sup>1<\/sup><span style=\"font-weight: 400;\">baymard.com\/lists\/cart-abandonment-rate <\/span><\/p>\n<p><sup>2<\/sup><span style=\"font-weight: 400;\">thinkwithgoogle.com\/consumer-insights\/consumer-trends\/shopping-research-before-purchase-statistics<\/span><\/p>\n<p><sup>3<\/sup><span style=\"font-weight: 400;\">weebly.com\/inspiration\/online-store-product-photography<\/span><\/p>\n<p><sup>4<\/sup><span style=\"font-weight: 400;\">help.shopify.com\/en\/manual\/products\/inventory\/abc-analysis <\/span><\/p>\n<p><sup>5<\/sup><span style=\"font-weight: 400;\">freshdesk.com\/customer-support\/holiday-season-blog<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><sup>6<\/sup>adroll.com\/blog\/marketing\/6-tips-on-how-to-launch-a-successful-retargeting-campaign<\/span><\/p>\n<p><sup>7<\/sup><span style=\"font-weight: 400;\">campaignmonitor.com\/resources\/infographics\/holiday-email-marketing-by-the-numbers<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At the risk of sounding a little dramatic, the Black Friday we know is no longer. New shopping habits and events in the world have altered many aspects of everyday life\u2014including how we shop.\u00a0 As a result, the way small businesses prepare for (and endure) the holiday shopping season will look much different. To see &#8230;<\/p>\n","protected":false},"author":29,"featured_media":45188,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[284,26450],"class_list":["post-34955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-black-friday","tag-black-friday-tips"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>eCommerce tips for Black Friday: The 2020 edition | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Looking for help this Black Friday for your business? 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