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October 2021 ertonline.co.uk


Embrace Small Business


Saturday instead Small Business Saturday is another US import, founded by American Express but widely embraced as an antidote to Black Friday since its UK launch in 2013. Encouraging people to “Shop Small” on their local high street, last year’s event – on the first Saturday of December, as always – saw £1.1 billion spent with small businesses. Independent retailers can register with the campaign for free, and


anyone can use the #SmallBizSatUK and #SmallBusinessSaturday hashtags to show their support or highlight what they’re offering. Many indies use the day to roll out the red carpet for their customers –


Go rogue Garish discounting isn’t for everyone, and some big retail brands have used the platform afforded by Black Friday to push quite different messages around sustainability, anti-consumerism, or charity fundraising. It’s a potentially brave move, but can work well at making your business


stand out from the crowd – especially if you’re already known for your ethical or campaigning stance. As ever, authenticity and consistency of message is key. Fashion chain


FatFace, for instance, ran a brilliant anti-Black Friday ‘Thanks for Giving’ campaign between 2015 and 2018, but has risked undermining those wins by succumbing to discounting since.


perhaps with ‘bring a friend’ or other loyalty rewards – while some local councils offer free parking or host their own town-wide celebrations. Small Business Saturday is a great opportunity to not just promote your own store, but to cement your place at the heart of the community as well.


Be authentic and attractive If there’s one key message about Black Friday, it’s to do what’s right for your business. Think about what fits with your brand values, and what your customers will love. Whatever you decide, make it worth shoppers’ while to get off their


phones and come and visit you. So, blitz your social media with enticing, footfall-driving content, clean your shopfront until it shines, and create a festive window display that makes your store impossible to ignore!


Let’s make this quarter golden! Marketing


tactics to improve online sales By Emma Louise Smith, Director, Moxie Business Marketing


The countdown to Black Friday and Christmas has begun! So for retailers with an e-commerce shop, it’s time to start preparing for the chaos. To make sure you’re ready for the online sales consumers anticipate year on year, we’ve listed some tried and tested revenue-boosting marketing tactics to help create a buzz around your business during the key sales periods. Be even more sociable this quarter. The key to any successful marketing


campaign is one that deploys an omni-channel approach; by using email marketing and social media channels to generate interest around your offers, and ensuring the messaging is consistent when consumers land on your website, app, or visit you in-store.


Personalise your website: It’s not just about the home page banner! Consider creating unique landing pages for your offers, updating your website’s live chat messaging, CTA buttons, pop-up messages with offers, and ensuring products that are on offer are clearly highlighted.


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A VIP Black Friday or Christmas: Send customers a “first dibs” exclusive sale invite. This proven technique helps to retain your premium customers, keeping them loyal too! Perhaps it’s an in-store event – either open early, or late one evening.


Giveaways: After all, Christmas is a time for giving! Giveaways are a great way to engage with followers, attract new ones, and promote product awareness.


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Mobile marketing: Amazon creates mobile only offers, sent to users via app push notifications; not only does this enhance user engagement but also increases traffic to the app.


Influencer marketing: By working with influencers, you’ll tap into niche audiences, and succeed in raising your brand awareness. Proven to increase website traffic, drive online sales, and improve your Black Friday


and Christmas marketing ROI.


Free gifts! By offering something inexpensive that doesn’t add to your shipping costs, you’ll make your shoppers happy while adopting a strategy that works as a strong conversion booster.


Increase your AOV by offering holiday combos!


By offering bundled products at a discounted rate, you’ll bump up your average order value (AOV), a vital tactic for e-commerce retailers.


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