Post on September 23, 2020
How to Prepare for Cyber Weekend 2020
Cyber Weekend 2020 is set to be the biggest yet, with more retailers, and more shoppers, in the eCommerce space than ever before. What began as an American tradition akin to Boxing Day sales has grown in recent years to become a global online shopping phenomenon, with Aussie brands joining in to compete for customers, offering Black Friday and Cyber Monday discounts.
Sales are expected to increase by 30% compared to 2019, which means it’s never been more important to get a jump on the season. If retailers have learned one thing this year, it’s that forward-planning is paramount. We’ve put together a guide for the best ways to prepare for the mammoth shopping season ahead.
Plan for How Consumers Will Respond
Customers are savvy when it comes to online shopping – most will be happy to hold off on an order until they receive a discount or find what they’re looking for at a lower price. This year has been a tough one economically, and budgets are sure to be tighter than those 12 months ago. This means your customers will be hotly anticipating the last weekend in November, whether this be for their Christmas shopping or simply shopping for themselves. What this means for you, the brand, is that you need to be on top of your strategy well in advance of the weekend. Sure, customers love a surprise sale, but your team will probably appreciate a bit more notice. 8 weeks will fly by, especially if you haven’t got an agenda. Failing to plan is planning to fail, after all!
Have a Strong Marketing Strategy
We’re not saying you should start spruiking your Cyber Monday discount now – that’s perhaps a bit too much of a head start. You don’t want to discourage full-price sales. But, it’s important to create and share marketing collateral that will both encourage purchases in the lead up to Cyber Weekend and create hype for the biggest online shopping event of the year. Brands are expected to begin their marketing campaigns earlier this year, so having a plan laid out now will help you coast through. Segment your customers based on past purchase behaviour and send them personalised content. Start advertising your summer ranges now in anticipation of the season. You want to warm your customers up to build anticipation.
Packaging Plays a Vital Role
We’ve spoken endlessly about the importance of custom packaging for customer experience, and it’s no secret the role it can play in securing new customers. In 2019, 57% of shoppers during Cyber Weekend were first-time customers. This means a memorable unboxing experience has the power to influence repeat purchases and create a sense of brand loyalty. The last thing you need in the middle of your biggest weekend of sales is to run out of consumables, especially packaging. Consistency is key! We recommend ordering extra packaging ahead of time in anticipation of your supply levels running low.
Plan for Delays
We could say this a million times: getting organised early is key. This year has proven the knock-on effects of supply-chain bottlenecks can be disastrous, so being on top of your supply and fulfilment is the most important thing you can do. For your custom packaging, this means you should have your designs locked off and orders placed by or before October 23rd to ensure your supply arrives in time for mid-November. On the customer side, you should consider diversifying your fulfilment options to avoid restlessness. Regular parcel post might not cut it for your business, and with so many shoppers staying home, the network is sure to be congested. Engage third-party logistics or courier services for speedy delivery and satisfied customers.