We ditched the “race to the bottom” discounting game and focused on value-add offers instead.
Result? 30% profit increase while competitors slashed prices left and right.
Here’s what happened with one of our 𝗘-𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 client this year…
The strategy:
1. Bundled high-margin accessories with core products
2. Offered extended warranties instead of pure discounts
3. Created “exclusive” limited-time packages
Learnings for the next year:
– Start planning in July (yes, really)
– Test bundle concepts pre-BFCM
– Double down on email segmentation
𝘞𝘦’𝘳𝘦 𝘢𝘭𝘮𝘰𝘴𝘵 𝘯𝘦𝘢𝘳 𝘵𝘩𝘦 𝘦𝘯𝘥 𝘰𝘧 𝘵𝘩𝘦 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯 𝘯𝘰𝘸 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘯𝘶𝘮𝘣𝘦𝘳𝘴 𝘢𝘳𝘦 𝘭𝘰𝘰𝘬𝘪𝘯𝘨 𝘴𝘵𝘳𝘰𝘯𝘨. 𝘌𝘢𝘳𝘭𝘺 𝘥𝘢𝘵𝘢 𝘴𝘩𝘰𝘸𝘴 𝘢 22% 𝘪𝘯𝘤𝘳𝘦𝘢𝘴𝘦 𝘪𝘯 𝘈𝘖𝘝 𝘤𝘰𝘮𝘱𝘢𝘳𝘦𝘥 𝘵𝘰 𝘭𝘢𝘴𝘵 𝘺𝘦𝘢𝘳’𝘴 𝘥𝘪𝘴𝘤𝘰𝘶𝘯𝘵𝘪𝘯𝘨 𝘧𝘳𝘦𝘯𝘻𝘺.
𝗥𝗲𝗺𝗲𝗺𝗯𝗲𝗿: Being a good marketer means understanding how YOUR customers buy. Ignore “best practices” if they don’t fit your brand/product/avatar.
Put yourself in your customer’s shoes. How will they find you? What truly motivates their purchase decision?
Test, iterate, and trust the data – not the gurus.
Who else is seeing success with non-traditional BFCM strategies? Drop your wins in the comments! 👇
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