Most Common Mistakes Ecommerce Brands Make During BFCM

‍We understand the notion, the hope that binds it together – the sheer possibility that your revenues will soar pushes individuals to try everything they can to make the most out of this day. Unarguably, Black Friday Cyber Monday (BFCM) is an exciting time for eCommerce businesses. It's a period of high sales and revenue potential, but it also comes with its fair share of challenges. One wrong step, and you may end up spoiling your prospects for the big day. To ensure that you make the most out of this crucial sales season, it's important to avoid common mistakes that can hinder your success. In this article, we'll explore the top mistakes to avoid during the BFCM sales season and provide tips on how to navigate them successfully.

Mistake 1: Neglecting Preparations
Mistake 2: Overemphasizing Discounts
Mistake 3: Underutilizing Push Notifications
Mistake 4: Neglecting App Optimization
Mistake 5: Failing to Create Urgency
Mistake 6: Ignoring Personalization
Mistake 7: Disregarding Previous Data
Mistake 8: Underestimating Customer Support
Mistake 9: Failing to Optimize for Mobile and Dark Mode
Mistake 10: Not Setting Expiration Dates or Quantity Limits

Mistake 1: Neglecting Preparations

One of the biggest mistakes businesses make is not adequately preparing for the BFCM sales season. Many brands focus solely on the Black Friday and Cyber Monday weekend, missing out on the opportunity to drive sales for weeks leading up to and following the event. To avoid this mistake, it's essential to plan and implement a well-rounded BFCM strategy that aligns with your overall branding and sales goals. Consider creating three phases: Pre-BFCM, BFCM weekend, and post-BFCM. During the pre-BFCM phase, focus on building your SMS lists, driving app downloads, and implementing a customer retention strategy. This will help you maximize the benefits of the entire holiday season.

Mistake 2: Overemphasizing Discounts

While discounts are an integral part of BFCM, relying solely on them can be a mistake. By offering unique and creative deals that align with your brand strategy, you can stand out from the competition and build customer loyalty. Instead of engaging in a race to the lowest price, consider adding value to your offers in other ways. For example, you can provide exclusive member perks or app-only products. This approach will help you create a more meaningful connection with your target audience and differentiate yourself from competitors.

Mistake 3: Underutilizing Push Notifications

Email marketing is essential during BFCM, but don't overlook the power of push notifications. These notifications allow you to reach shoppers actively looking for deals and can be highly effective in driving conversions. Utilize push notifications to send personalized messages, such as abandoned cart campaigns, to follow up on orders. This 1:1 marketing strategy can significantly impact your sales and help you make the most of the BFCM sales season.

Mistake 4: Neglecting App Optimization

If your business has a mobile app, it's crucial to ensure that it's optimized for the BFCM sales season. Your app should run smoothly, and all your deals and discounts should be easily accessible to users. Take the time to update and test your app on various devices before the rush of BFCM begins. Additionally, consider creating a dedicated landing page within your app specifically for BFCM. This will make it easier for shoppers to find your deals and drive more conversions.

Mistake 5: Failing to Create Urgency

Creating a sense of urgency is key to maximizing BFCM sales. Shoppers are looking for deals, but they also want a reason to buy now. By implementing strategies such as countdown timers and limited-time offers, you can create a sense of urgency and prompt shoppers to make a purchase. Additionally, consider notifying your most loyal customers with exclusive early access deals. This will make them feel valued and incentivize them to take advantage of your offers.

Mistake 6: Ignoring Personalization

With the abundance of BFCM messaging, personalization is critical. In a sea of generic promotions, personalized communication can help your brand stand out and resonate with your audience. Take advantage of audience segmentation to tailor your offers and communications to specific customer groups. By understanding your customers' preferences and behaviors, you can create more relevant and impactful campaigns.

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Mistake 7: Disregarding Previous Data

One of the most valuable resources for planning a successful BFCM sales season is your own data from previous years. Analyzing past performance can provide insights into what worked well and what didn't. Use this data to inform your strategies and campaign planning for the current year. Consider metrics such as conversion rates, average order value, and customer lifetime value to understand customer behavior and optimize your campaigns effectively.

Mistake 8: Underestimating Customer Support

Providing excellent customer support is crucial during the BFCM sales season. With increased traffic and inquiries, it's important to have enough staff to handle customer inquiries promptly and efficiently. Ensure that your customer support team is adequately trained and equipped with the necessary resources to address customer questions and concerns. By providing exceptional support, you can enhance the overall customer experience and build customer loyalty.

Mistake 9: Failing to Optimize for Mobile and Dark Mode

In today's mobile-centric world, optimizing your BFCM communications for mobile is essential. The majority of customers will view your emails and notifications on their mobile devices, so it's crucial to ensure that your content is visually appealing and easy to navigate on smaller screens. Additionally, consider optimizing your communications for dark mode, which has become increasingly popular among users. By optimizing for mobile and dark mode, you can enhance the readability and professionalism of your messages.

Mistake 10: Not Setting Expiration Dates or Quantity Limits

When offering discounts during BFCM, it's important to set clear expiration dates and quantity limits. Without these parameters, you risk having customers redeeming discounts long after the sales season or depleting your inventory at unsustainable rates. Set an end date for your discounts and clearly communicate it to customers. Additionally, consider implementing quantity limits on certain products to prevent excessive discounting and protect your profit margins.

Conclusion

By avoiding these common mistakes, you can set your business up for success during the BFCM sales season. Plan ahead, personalize your communications, optimize your channels, and provide exceptional customer support. With a strategic and well-executed approach, you can make the most out of this critical sales period and drive significant revenue for your business.

FAQs

What are the most common mistakes eCommerce brands make during BFCM?

Some of the common mistakes that eCommerce brands make during BFCM include neglecting preparations for BFCM, overemphasizing discounts, underutilizing push notifications, neglecting app optimization, failing to create urgency, ignoring personalization, disregarding previous data, underestimating customer support, failing to optimize for mobile and dark mode, and not setting expiration dates or quantity limits.

When is the Black Friday Sale in 2023?

The Black Friday sale is on 24th November 2023.

Why disregarding previous data can be a mistake during the BFCM sale?

One of the most valuable resources for planning a successful BFCM sales season is your own data from previous years. Analyzing past performance can provide insights into what worked well and what didn't. Use this data to inform your strategies and campaign planning for the current year.