Loren Padelford — September 7, 2018 In the U.S., Black Friday and Cyber Monday are the two biggest shopping days of the year. Revenues are on the rise, too: in 2017, Black Friday and Cyber Monday combined for more than $ 11 billion in sales -– a new all-time record.
An effective Black Friday/Cyber Monday (BFCM) sales strategy is essential for any ecommerce business. When it comes to keeping these revenue drivers running smoothly, automating key processes can be a serious asset.
Putting your BFCM infrastructure on autopilot eliminates countless hours of manual work, increases average purchase values, and improves the customer experience. By freeing employees from time-intensive tasks, they can focus on delivering an exceptional customer experience. With that in mind, here are three effective ways to streamline your holiday sales extravaganza.
- Boost average order value (AOV) with automated discounts and offers. When shoppers are ready to check out, you can increase order value and customer loyalty with a few timely offers. Automation comes into play when applying bulk discounts, unlocking free shipping or free gifts based on total cart value, and adding surprise savings opportunities — for example, tiered discounts once spending reaches certain levels.
- Auto-enhance the BFCM experience with tags and urgency marketing. A great user experience is critical during the holiday crunch, as new customers may be using your site for the first time. Automation can help convert them into regular shoppers. To help them find what they need, tag new and popular SKUs for easy discovery. And to generate sales-boosting urgency, make sure low-stock products are flagged in real time.
- Put refund requests on autopilot. Providing a great customer experience doesn’t end at the point of sale. Everyone’s tastes are different, so the gift-giving season creates a spike in returns and refund requests. Expedited refunds are now expected in the world of ecommerce. A simple automation app or script can flag each refund request for fast processing.
- Segment customers that converted quickly on new campaigns. You’re spending a lot of time and money on your BFCM campaigns. If a first-time customer converted quickly, they’ve shown high interest and intent in your brand. These customers need to be nurtured to encourage repeat orders. Automation products and services that organize your customers in real-time set you up to market to them in targeted ways.
More great ways to automate holiday success
These examples of putting holiday success on autopilot are just the tip of the iceberg. For more expert advice on how ecommerce automation can increase revenues, read our previous story about ecommerce automation, and download Shopify’s “Black Friday on Autopilot” eGuide.
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