Brand News: Black Friday Brand Boost - Transforming Shoppers into Loyal Customers

Can brand loyalty survive the frenzy of Black Friday? Uncover the truth behind consumer behavior as we reveal that a striking 62% of Australian shoppers are ready to abandon their usual go-tos in favor of new discoveries during this epic sales event. This episode of Brand News casts a spotlight on the incredible opportunity Black Friday presents for e-commerce businesses. By crafting compelling offers and strategic messaging, businesses can not only capture the attention of deal-hungry shoppers but also potentially transform them into devoted customers down the road. With actionable insights and fresh perspectives, we challenge you to rethink Black Friday as more than just a discount day, but as a strategic moment to build lasting customer relationships.

As the holiday season approaches, we emphasize the importance of understanding consumer gifting habits. Did you know that 28% of shoppers plan to wrap up their holiday shopping by Cyber Monday? Tune in as we explore strategies to leverage this critical period, from tailoring offers with a gifting mindset to crafting ad messages that resonate with early holiday shoppers. Whether you're lagging in your Black Friday preparations or seeking that competitive edge, our episode promises to equip you with the tools and strategies needed to outshine the competition and maximize your sales potential. Join us for this enlightening discussion, and don't forget to check out our linked episode for even more Black Friday strategies.

The Digital Horizons Podcast is hosted by:

James Walker - Managing Director WHD
Brian Hastings - Managing Director Nous

Episode Transcript

Speaker 1 (00:09):
Welcome back to Brand News this week, some really
time-relevant article aroundBlack Friday that I wanted to
touch on first.
It's from B&T Magazine orbntcomau, and it's from a piece
of research around brand loyaltythrough the Black Friday sales.
Just 38% of Aussie consumers tostay loyal to regular brands

(00:29):
during Black Friday.
So what does that mean?
There's 62% of potentialcustomers willing to shift and
test your brand during Black.

Speaker 2 (00:38):
Friday.
That's right.
It means that people that arecurrently loyal to brands are
probably going to be swayed totrial other brands if the
offer's good, which is such abig opportunity for e-commerce
stores.
And I think that everyone knowsyou're going to have to run a
Black Friday.
I think anyone in e-commercenow they feel obliged to, they
feel if they're even their owncustomer base, is probably
expecting it, and so it'ssomething that I guess you don't
ideally sometimes want to bedoing, but you have to.

(01:00):
But I guess by looking at thesenumbers, it does also show that
if you can get the right offerin front of the right person,
you potentially could thenattract a very loyal future
customer.

Speaker 1 (01:07):
Yeah, and I think often Black Friday is seen to
business owners, entrepreneurs,e-com sellers as a challenge,
because they're just loweringtheir prices to the customers
that were going to come anyway.
This indicates an opportunityto reach new people, an
opportunity to gain newcustomers that may come back
later if they like the product.
Now it does state there aresome categories that have higher

(01:29):
loyalty than others, and it'sspecifically clothing brands
such as Q, and 54% stay loyal inthat sector.

Speaker 2 (01:36):
Yeah, I guess if you've got a clothing brand, you
know that, especially whenyou're shopping online, you know
a feature, you know that youlike the style, then maybe
that's potentially why you'resort of less likely to switch to
a different brand on this.

Speaker 1 (01:46):
Well, Black Friday or not, I'm still going to buy
Uniqlo tees and you're stillgoing to buy True classics, true
classics Every day.
Yeah, nothing's changing thatfor us, so that's, I think, a
good reason to make sure you'retaking it seriously.

Speaker 2 (01:59):
It's an opportunity to reach others to reach others
28% also, which has been notedin this article.
And when we're talking aboutthe study they did, they talked
to 2,000 or interviewed 2,000people.
Within this study, 28% ofpeople that were on there were
also saying that they arecompleting all of their holiday
gifting purchases throughout theBlack Friday period Again.
So when we're talking to brands, e-commerce stores, thinking
about when you're packaging upyour offers that you're going to

(02:21):
be doing, think about whatpeople are going to be looking
to buy as gifts for Christmas.
Don't just think about it asbeing the end consumer that's
buying it for themselves.
Think about who they might bebuying it for, because there's a
high percentage of people thatare going to be gifting.

Speaker 1 (02:30):
And there's a lot of competition around that Black
Friday period, but there's alsoa lot of competition around the
lead up to Christmas.
You're going to have 28% of thegift buying market already done
by Cyber Monday.
So make sure you're there andyou're present and you're
tackling Black Friday withappropriate offers.

Speaker 2 (02:47):
And messaging in your ads like make sure that you're
talking about potentially it'sgoing to be a little bit of way
to cut through and your admessaging is talking about
gifting and getting ahead of thegifting season.

Speaker 1 (02:56):
So if you are running behind and you're a little bit
late getting ready for BlackFriday, we have done an episode
on strategies for Black Friday.
One of the strategies is to bea bit more prepared, but there's
still some other things inthere that you'll get a lot out
of, so that's linked to here.

Speaker 2 (03:11):
And when he says here , it's not above his head, it's
going to be the screen thatcomes in after us.