Black Friday/Cyber Monday 2021 Prep Recommendations

Anticipate how these shifts will affect Black Friday/Cyber Monday

● Any retail stores potentially being closed during BFCM ● Concerns of supply chain constraints● Shipping and logistics delays● Brands may start holiday discounts earlier again this year● Shoppers planning to shop earlier this year due to shipping concerns

/ issues from last year

This season’s average budget is lower and many shoppers (across all generations) are seeking contactless options. Price, product, and convenience remain top of mind for consumers. Deloitte, 2020

Continued Impact of COVID19

Holiday Calendar ● Amazon Prime Day, October 5● Halloween, October 31● Veterans Day, November 11● Thanksgiving, November 25● Black Friday, November 26● Small Business Saturday, November 27● Super Sunday, November 28● Hanukkah, November 28December 6● Cyber Monday, November 29● Christmas Eve and Day, December 2425● Kwanzaa, December 26January 1● Boxing Day, December 26● New Year’s Eve, December 31

BFCM Audit and Planning

● Full funnel review (Acquisition > Welcome > Abandonment > Post-Purchase)

● Start with signup forms● Decide on your top promotions● Identify targeted personas

Interest● Window shopping● Doing research

Awareness● Discover need● Intro to brand

Decision● Make selection● Moment of purchase

FULL FUNNEL

REVIEW

Signup Form Benchmarks

Average Top 10%

Popup 3.6% 10%

Flyout 2.4% 6.2%

Embed 0.3% 24.0%*

*Top performing embeds tend to be on high converting landing pages (e.g. Enter to win) rather than general-purpose or product pages.*Form with a discount = 5.9% CR*Form without a discount = 3.8% CR

ACQUISITION

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Collect all the information you need to deliver high value, tailored messages while streamlining the experience for your customers, one step at a time.

Plus, quickly capture SMS consent for customers on their phones by letting them subscribe in just two-taps, with click-to-text sign up.

Multi-Step Forms

ACQUISITION

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Including a high-quality image to the left or right of your signup form content can create a beautiful and compelling experience for visitors to your site.

New Form Layouts

ACQUISITION

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Leverage SMS to drive additional top-of-funnel opportunities

Encourage SMS opt-ins by sending a campaign announcing early access to your promotion for any subscribers not currently opted-in to receive SMS.

In the campaign, consider adding a click-to-text banner to the Mobile version of your email template to ensure it’s an easy next step for anyone viewing your message on a Mobile device.

On Desktop, create a unique form to drive subscribers to a landing page where they can opt-in for special perks!

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ACQUISITION

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Custom Keyword Opt-In

SMS can be used to help boost anticipation and communication of your biggest sales of the year.

You can do this via a pre-sale waiting lists, and have subscribers opt-in by texting back a custom keyword

You’ll then be able to start your sale strong by sending an early access SMS to those on the waiting list!

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Add a Custom Keywordand a List to Join

Custom KeywordTriggered Flow

ACQUISITION

Use the weeks before the holidays to increase excitement and acquire potential shoppers

● Subscribe to Early Access - target your VIP customers or net new profiles and ask them to opt-in to receive BFCM discounts first

● Subscribe to SMS - “Join our SMS list and never miss a deal!” “Join our SMS list for an exclusive BFCM offer!”

● Subscribe to Exclusive Content - for those looking to educate subscribers before the holidays “Get our healthy holiday cookbook” “Get our guide on how to save for the holidays”

BFCM Buzz + Acquisition

ACQUISITION

Top Holiday Incentives

81% of holiday sales are influenced by promotions Deloitte, 2019

1. Price Discounts

2. Free Shipping (most abandoned carts result from high shipping fees or long delivery times)

3. Buy One, Get One

4. Cash Back and/or Earn Rewards

5. Free Gift with Purchase

6. Bundling

PROMOTIONS

Bundling Historically, this was the time of year when people would purchase expensive items (computers, TVs, furniture, etc.) that they normally wouldn't purchase at other times

Brands with lower AOV take the same approach by bundling cheaper products into "all-in-one", "getting started" kit, or “complete the look” package

● Bundles are often used to increase AOV● Bundles can create greater perceived savings ● Bundles can introduce your customers to new

products or product categories by including samples or free branded gifts as stocking stuffers

PROMOTIONS

Discounting 47% of consumers would try a new brand if given a discount

● Tiered Discounting - for each increase in price range, earn a

larger reward or discount

● Refer a Friend - introduce one of your friends to earn a discount

on next purchase and/or chance to win a prize

● Daily Deals - create a promotion on a single day for a specific

product or category to increase urgency

PROMOTIONS

❏ Kick off the Season❏ Trending Gifts this Holiday❏ Free Shipping Weekend❏ Early Bird Save Big

❏ VIP Exclusive First Look❏ VIP Early Access

❏ Black Friday (11/26❏ Cyber Monday (11/29

❏ First Tuesday Extended Final Sale (11/30❏ Last Days Guaranteed Delivery (12/8

Promotions Worth Exploring

PROMOTIONS

Use a generalized Browse and/or Site Abandonment flow. Include UGC and share educational/informative content. Use recent browsers as a targeted Facebook audience

Holiday Personas to considerDeal Hunters - not brand loyalists, may not be concerned with top-quality, often shopping competitor sites for lowest price.

Last Minute Shoppers - these may be infrequent customers, may have shopped previous BFCM deals, concerned about delivery times

VIPs - brand loyalists, frequent purchasers, and/or big spenders that are likely to purchase with or without a discount

Window Shoppers - may be considering your brand as a gift, could be new to your brand, searching for information, weighing pros/cons, expect longer sale cycle and require customer nurturing Impulse Buyers - first to purchase on deals or product releases, may purchase frequently, often purchase via social channels

Get their attention by quickly highlighting the deal front and center. Short urgent messaging works best, consider SMS when possible

Highlight shipping estimates up front to avoid excessive abandoned carts. Always include cost for expedited shipping. Express urgency w/ countdown timers or last days to ship.

Offer early access to deals or ways to earn rewards. Include handwritten thank you letter or surprise gift with purchase.

Capture purchase faster with accelerated checkout buttons Apple Pay / Google Pay / create an account). Utilize post-purchase upsells (“add these items to your order before it ships!”)

PERSONAS

Designing Content for Personas

Countdown timer

Immediate Post-Purchase Upsell

Magic Triangle

Shipping + Returns Details

PERSONAS

Flows Updates

1. Add header that highlights seasonal deals

2. Create a holiday template that you can swap out in high volume/high engagement flows (Welcome, Abandoned Carts, Browse Abandonments, etc.)

3. Decrease time delays for Abandonment flows (2 hours → 30 minutes)

4. Update subject lines to call out deals, add countdown timers and highlight scarcity

5. Get a subscribers attention by leading with SMS over Email

6. Personalize messaging for frequent visitors / abandoners

FLOWS

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Site Abandonment

Using Klaviyo’s web tracking, we can trigger a flow when someone is Active on Site but didn’t view a product, start a checkout, or purchase.

Site Abandoners may be searching for deals or browsing really quickly.

Use this flow to show these quick shoppers the deals of the season, new arrivals, or provide assistance and convince them to come back.

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FLOWS

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Lead with SMS

With so many deals happening during the holiday season, you want to make sure your message is seen.

SMS can be a great tool to get a subscribers attention.

For flows where a visitor is showing strong intent to purchase, like an Abandoned Cart, try leading with an SMS over Email during this busy time of year.

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FLOWS

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Target Frequent Browsers

Personalization can help your business stand out amongst your competitors.

By adding a quick conditional split to your flow, you can create a unique experience for frequent visitors to your site and tailor your messaging to convert them by calling out:

● Discounts / Bundles● Last days to order delivery

dates ● Top Gift Ideas or Gift Cards● Installment payment

options

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FLOWS

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Increase sales with Price Drop Triggers that automatically alert interested customers about a price decrease.

Improve customer experience by letting customers know when an item they care about is on sale.*

Price Drop Trigger

*users who viewed the product and/or started checkout within a certain timeframe

FLOWS

1. Write Down Your Goals

❏ What is your Revenue Target? ❏ What are your Net New Customer + Subscriber Targets? ❏ Increase Last BFCM Sales by X%?

2. Audit Subscriber Journey

❏ A/B test sign-up forms and update for holiday buzz + promotions❏ Update Welcome, Abandonment, and Post-Purchase flows to maximize conversions❏ Consider Top Personas and ways to target them in flows, social and/or updates to

content

3. Determine Promotions + Content Calendar

❏ Brainstorm then commit to promotions❏ Set dates for promotion duration, campaign sends and reminders❏ Build out your content and QA test all links and buttons

BFCM Marketing Checklist

❏ Content Calendar Worksheet - make a copy and edit w/ your team

❏ Black Friday / Cyber Monday Crash Course

❏ Schedule of Live Trainings

❏ Ecommerce Holiday Marketing (2020)

❏ Post Holiday Strategies

❏ Succeeding in Ecommerce’s ‘New Normal’

❏ 6 Facebook and Instagram Segments for Holiday Marketing

Additional BFCM Resources