Omnichannel Marketing Strategies for Your Black Friday Campaign
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Black Friday and Cyber Monday, which account for $87 billion in retail and online sales, are key events that marketing teams must prepare for.
79 % of sales traffic now comes directly from mobile phones singapore number These statistics highlight not only the importance of e-commerce when designing a powerful BF marketing campaign, but also the importance of targeting customers
With this in mind, we've put together a beginner's guide on how to create an omnichannel marketing strategy for Black Friday to generate leads for your brand from every angle.
What is the omnichannel approach?
Omnichannel marketing is the process of integrating multiple sales channels to create a seamless shopping experience for customer-centric marketing .
Omnichannel retail strategies combine cross-channel and multi-channel marketing for the ultimate targeting approach . They aim to target customers using one touchpoint and guide them to the next in a unified purchasing journey.
As defined by McKinsey experts, the prefix “omni” means “everything,” and “channel” refers to the many ways customers can interact with a company: in physical stores, browsing the Internet, on social media, and in emails, apps, SMS, and other digital spaces.
Starbucks is a great example of omnichannel marketing in action:
Starbucks
By offering its customers an unparalleled mobile experience, Starbucks connects its app, website and store into one powerful rewards program.
Customers can earn in-store rewards that appear in their Starbucks app, as well as online rewards that can be applied to their in-store purchases. See the omnichannel sync?
Omnichannel approaches are known for creating and delivering a seamless, end-to-end experience across all channels, which is why they will be the most popular for brands with a physical and e-commerce presence in the future.
The question is, how can you apply this approach to your next Black Friday campaign? Below, we’ve compiled five simple ways to get your own omnichannel Black Friday campaign up and running ahead of the festive period.
1. Link your omnichannel campaign with QR codes
As you prepare your store for Black Friday sales, there are plenty of ways to connect your physical and digital sales campaigns.
Black Friday posters in shop windows are a must, especially if you plan to reduce prices on certain products. However, these posters can be improved by adding a QR code, especially if you are running the same offer on your e-commerce website .
56 % of Black Friday shoppers simply browse the stores before purchasing the products they want from a brand's online store.
This makes your shop window even more important in facilitating the omnichannel buyer journey . QR codes offer your customers the possibility to directly access your online store while they are still on the street and place the product they have just seen directly into their digital basket.
QR codes can accompany branded posters, sales banners, and even the products themselves as a gateway to your online campaign. By simply scanning a QR code with a smartphone, customers can be transported to a specific landing page or social platform chosen by the brand to continue their purchasing journey.
You can also use a QR code to enhance in-store shopping by rewarding those who scan it with exclusive discount codes and deals that can be enjoyed immediately in-store.
2. Build a powerful online presence
For Black Friday to be an omnichannel success, it is essential to create a strong online presence before and throughout the festive period.
If you run an e-commerce store, the best way to maximize lead generation is to use your social channels to advertise your Black Friday campaign.
Not only can social channels like TikTok and Instagram play a huge role in getting messages across to your existing customers, but thanks to the power of the For You Page and Instagram Explore, brands with a sufficient following are likely to appear in the feeds of potential new customers from the same demographic.
Some of the best Black Friday social campaigns contain at least one omnichannel element. For example, Steve Madden SA’s X campaign encouraged followers to subscribe to its email list to be the first to receive Black Friday deals.