How Retailers Can Maximise Their Results This Sales Season

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise.

The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday starts around the start of September, roughly 10 weeks before the shopping holiday takes place.

Reload Media Ecommerce Strategic Lead Jane Magoffin believes there is an opportunity for retailers to maximise their peak season returns by capturing shoppers early.

Magoffin said: “The retail season is no longer only a BFCM weekend initiative, retailers need to be proactive in the vital discovery and consideration shopping journey stages from as early as September, which means their strategy needs to be planned far ahead of the promotional period”.

Research into how consumer behaviour has been impacted by COVID-19 suggests millennials and members of Gen Z are showing less brand loyalty, which creates an opportunity for brands to use peak sales season to capture new customers.

Reload Media Email Lead Jessica McMahon explains that developing a hype campaign in the lead-up to peak sales season is essential.

McMahon said: “We know that shoppers are thinking about sales season earlier and that this is a prime time to capture new customers. Building up a database of prospective customers and developing a hype strategy in the lead up to your holiday promotions is essential. Some of the biggest brands namely Sephora & Amazon will send between 16-19 emails before the promotion even begins.”

 




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