Digital Horizons

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

• James Walker & Brian Hastings

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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

Speaker 1:

Welcome back to Brand News this week, some really time-relevant article around Black Friday that I wanted to touch on first. It's from B&T Magazine or bntcomau, and it's from a piece of research around brand loyalty through the Black Friday sales. Just 38% of Aussie consumers to stay loyal to regular brands during Black Friday. So what does that mean? There's 62% of potential customers willing to shift and test your brand during Black.

Speaker 2:

Friday. That's right. It means that people that are currently loyal to brands are probably going to be swayed to trial other brands if the offer's good, which is such a big opportunity for e-commerce stores. And I think that everyone knows you're going to have to run a Black Friday. I think anyone in e-commerce now they feel obliged to, they feel if they're even their own customer base, is probably expecting it, and so it's something that I guess you don't ideally sometimes want to be doing, but you have to. But I guess by looking at these numbers, it does also show that if you can get the right offer in front of the right person, you potentially could then attract a very loyal future customer.

Speaker 1:

Yeah, and I think often Black Friday is seen to business owners, entrepreneurs, e-com sellers as a challenge, because they're just lowering their prices to the customers that were going to come anyway. This indicates an opportunity to reach new people, an opportunity to gain new customers that may come back later if they like the product. Now it does state there are some categories that have higher loyalty than others, and it's specifically clothing brands such as Q, and 54% stay loyal in that sector.

Speaker 2:

Yeah, I guess if you've got a clothing brand, you know that, especially when you're shopping online, you know a feature, you know that you like the style, then maybe that's potentially why you're sort of less likely to switch to a different brand on this.

Speaker 1:

Well, Black Friday or not, I'm still going to buy Uniqlo tees and you're still going to buy True classics, true classics Every day. Yeah, nothing's changing that for us, so that's, I think, a good reason to make sure you're taking it seriously.

Speaker 2:

It's an opportunity to reach others to reach others 28% also, which has been noted in this article. And when we're talking about the study they did, they talked to 2,000 or interviewed 2,000 people. Within this study, 28% of people that were on there were also saying that they are completing all of their holiday gifting purchases throughout the Black Friday period Again. So when we're talking to brands, e-commerce stores, thinking about when you're packaging up your offers that you're going to be doing, think about what people are going to be looking to buy as gifts for Christmas. Don't just think about it as being the end consumer that's buying it for themselves. Think about who they might be buying it for, because there's a high percentage of people that are going to be gifting.

Speaker 1:

And there's a lot of competition around that Black Friday period, but there's also a lot of competition around the lead up to Christmas. You're going to have 28% of the gift buying market already done by Cyber Monday. So make sure you're there and you're present and you're tackling Black Friday with appropriate offers.

Speaker 2:

And messaging in your ads like make sure that you're talking about potentially it's going to be a little bit of way to cut through and your ad messaging is talking about gifting and getting ahead of the gifting season.

Speaker 1:

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

Speaker 2:

And when he says here, it's not above his head, it's going to be the screen that comes in after us.