Retailers get more sales with early Black Friday campaigns

Consumers who receive promotional messages in September are three times more likely to make purchases during Black Friday and Cyber Monday, new research has revealed.

According to the study, marketers and advertisers who start their campaigns earlier treble their sales conversion rates compared to those who leave it until November.

According to the research, published by digital marketing company Conversant, a planned approach from September also results in more website visits. The number of consumers visiting websites on Black Friday and Cyber Monday in 2017 was four times higher for those messaged consistently from September, with 56% visiting the brands’ websites, compared with just 13% of those consumers who were first messaged in November.

Results differ for each sector as marketers working with fashion brands, commencing creative consumer campaigns for Black Friday and Cyber Monday in September led to a sextupling of sales conversion rates and eight times more website visits in 2017.

The research further revealed that in 2017 there was an increase in the number of consumers seeing adverts on one device and completing their purchase on a second device. Cross-device conversions increased during the peak week of Black Friday and Cyber Monday from 29% in 2016 to 57% in 2017.

Elliott Clayton, senior vice president Media UK at Conversant, said: “When it comes to Black Friday and Cyber Monday, this research proves that it pays off to start early with brand-led messaging.

“After all, just ask yourself as a consumer: are you likely to take notice of a one-off message within the flood of Black Friday promotions, or a slowly built up, tantalising ad campaign that builds up the desirability of a brand during September, then offers you a discount on Black Friday?

“With so many brands vying for consumers’ limited attention during this peak period, the most successful strategy to ensure that your brand is noticed is to start gradually building up that awareness and to form a relationship with the consumer over time.”

He added: “To draw shoppers to purchase, it’s not only a question of timing your advertising and starting early, it’s also about paying attention to how you reach consumers. Retailers need to build their relationships with consumers by reaching shoppers on all their devices, but to do so it’s essential to recognise exactly who it is using each device before you deliver a message to them.”

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