Die Geheimnisse erfolgreicher Direct-to-Consumer-Unternehmen lüften

Introduction

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How can you boost your sales and stay ahead of the competition?

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Many online retailers, like Amazon, harness product bundling, with the latter attributing up to 35% of its revenue to its "Frequently Bought Together" recommendations.

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This comprehensive guide will dive deep into what product bundling entails and how it can be harnessed to your advantage.

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1. Top 7 strategies to maximise sales with product bundling

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1.1 How product bundling works

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Product bundling is a marketing strategy where two or more products or services are combined and sold together as a package.

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The bundle can be offered at a slightly discounted price compared to purchasing each item separately, thus incentivising consumers to opt for it.This approach offers several advantages, both for businesses and consumers, making it a powerful tool in the world of sales and marketing.

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1.2 Differentiating bundle types for success

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Pure bundles

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Pure bundling involves offering products exclusively as bundled packages, meaning customers cannot purchase the items individually. This strategy encourages customers to buy the entire package, often at a discounted price.

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New product bundles

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When launching new products, businesses can create bundles that include these items, allowing customers to explore the latest offerings while enjoying a value-added deal.

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Makeup brand Fenty Beauty, founded by Rihanna, often introduces new makeup or skincare and limited-edition products in bundles.

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For example, the “Prime + Set Essentials Instant Mattifying Set” includes its primer and mattifying powder. This not only promotes new products but also incentivises customers to try multiple items at once.

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Mixed bundles

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Mixed bundling, also known as custom bundling, gives customers the choice to buy a bundle or individual items. You can encourage bundle purchases by offering them at a lower price than the combined cost of individual items.

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This way, some customers get a discount on specific items, while others pay the full price for what they choose not to bundle. This approach provides flexibility and a sense of personalisation.

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Unbottled, a solid-cosmetics brand, offers its three best-selling products in a bundle smartly called “Trio Bye Bye Plastic” that includes a shower soap, a shampoo and a face wash.

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Research indicates that mixed bundling is particularly potent, while pure bundling has been found to decrease sales by more than 20% in comparison to mixed bundling.

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Cross-sell bundles

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Cross-sell bundling involves pairing products from different categories or brands, encouraging customers to explore a wider range of offerings.

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One of the most successful examples of e-commerce bundles is Amazon’s “Frequently Bought Together” type of bundle that displays relevant additional items on the product page, based on what a customer is browsing. Amazon attributes up to 35% of its revenue to these types of deals – a hefty chunk indeed.

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Gifting bundles

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Gifting bundles are curated with the intention of being given as gifts, often featuring corresponding items or themed assortments.

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Skincare brand, Horace, created a “Skincare Gift Set” for the holiday season that includes their best-selling products, making them ideal gifts!

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Inventory clearance bundles

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When businesses need to clear out excess inventory, they can create bundles that include slow-moving or surplus items, providing customers with significant discounts.

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Clothing retailer ASOS often offers clearance bundles of clothing, shoes, and accessories from past seasons. By bundling these items together at a reduced price, ASOS can clear out older inventory while offering customers a great deal.

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Buy-One-Get-One bundles

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Buy-one-get-one (BOGO) bundles involve offering a free or discounted product when a customer purchases another item, encouraging them to buy more.

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As in the words of Dan Ariely, the author of Predictably Irrational, "Zero/free is a source of irrational excitement; it’s called the 'zero price effect.'"

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Explore these BOGO variations:

1. Percentage discount: Customers receive a percentage off the second item when they buy the first at full price. For instance, enjoy 50% off the second item.
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2. Value reduction: For example, get $5 off the second product when you buy the first at the regular price. Common in clothing, beauty, and hardware.
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3. Buy X Get Y: Customers receive a free product when they purchase a specified number of items, like the classic "buy 2 get 1 free."
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4. Free samples: Brands offer complimentary samples when customers buy any product, particularly effective for introducing new product lines.
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5. Free gifts: It encourages purchases, receiving a free gift when buying a set of items is a common practice in cosmetics.

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France's leader in Nutricosmetics, Lashilé Beauty, includes free gifts depending on the bundles you buy. For example, for three months, you can get a free pouch or for 6 months, you also get a free bamboo brush.

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2. The advantages of product bundling

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Increase sales

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Product bundling can significantly boost sales. The greater the number of products a customer purchases in a single transaction, the greater the average order value (AOV) they will have at the checkout. This can lead to substantial revenue growth.

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Enhance customer value

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Customers appreciate the convenience and value that bundled products offer. They can get everything they need in one go, saving time and effort. This enhances customer satisfaction and loyalty.

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Competitive advantage

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In a crowded marketplace, product bundling sets your business apart from the competition. It showcases your creativity and ability to cater to the diverse needs of your customers.

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Inventory management

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Bundling can help manage inventory more efficiently. It allows you to sell slow-moving products by pairing them with popular ones, reducing the risk of overstocking.

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Cross-promotion

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Cross-promotion is inherent in product bundling. When one product in a bundle gains popularity, it can boost the sales of other items included in the package.

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3. The disadvantages of product bundling

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Loss of individual sales

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While bundling can increase overall sales, it may lead to a reduction in individual product sales. Some customers may only be interested in specific items.

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Pricing challenges

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Determining the right price for bundles can be tricky. Overpricing can deter customers, while underpricing may reduce profitability.

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Complex inventory management

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Managing inventory for bundled products can be more complex, as you need to ensure all components are available when needed.

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Consumer confusion

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If not done correctly, bundling can confuse customers, making it challenging for them to understand the actual value of the offer.

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Customer resistance

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Some customers may resist bundling, especially if they feel forced into buying items they don't need, which can result in negative customer experiences.

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Reduced profit margins

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Depending on how you price your bundles, profit margins on individual items may be lower than if sold separately.

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4. Implementing effective product bundling

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To maximise product bundling's potential and drive business growth, adopt a flexible and informed strategy.

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4.1 Know your audience

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Thorough market research is key to understanding your customers. Use your CRM data, surveys, and social media analytics for a comprehensive view.

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Actionable tips:

• Segment your audience based on demographics and buying behaviours.
• Study past sales data for purchasing patterns.
• Gather feedback through surveys and monitor social media for product discussions.
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4.2 Choose related products

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Successful bundling comes from combining products that complement each other, offering greater value together.

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Actionable tips:

• Examine purchase history for commonly paired products.
• Use A/B testing to find resonating product combinations.
• Pair popular items with complementary accessories.
• Update bundles regularly based on customer preferences.
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4.3 Pricing strategy

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Ensure bundle pricing offers notable savings compared to buying separately, enhancing its appeal.

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Actionable tips:

• Calculate bundled product prices and set a suitable discount.
• Provide tiered pricing options catering to various budgets.
• Apply psychological pricing, like ending with "99" or "95".
• Offer time-limited promotions to boost sales.
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4.4 Marketing and promotion

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Promote bundled products effectively, showcasing their unique value.

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Actionable tips:

• Design dedicated bundle landing pages with quality images and descriptions.
• Use email marketing for tailored bundle promotions.
• Share customer testimonials and unboxing videos on social media.
• Partner with niche influencers to promote your bundles.
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4.5 Monitor and adapt

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Stay agile by continually assessing bundle performance and adjusting based on feedback and trends.

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Actionable tips:

• Use KPIs to evaluate each bundle's success.
• Refine strategies with A/B testing.
• Take onboard customer feedback for improvement.
• Keep track of market trends and competitors.
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Conclusion

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A product bundling strategy can be your secret weapon for boosting sales and staying ahead. Understand your audience, choose smart product pairs, and strategise effectively to gain a competitive edge.

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Follow these tips and a customer-focused approach to master it and achieve lasting e-commerce growth. Happy bundling! 🚀🛍️

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Intro

Picture this: 69% of shoppers have been inspired by social media to make a purchase, as highlighted by Bazaarvoice’s Shopper Experience Index 2022.

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But in the highly competitive market of e-commerce, how do you make your brand not just seen, but unforgettable? The secret? A memorable unboxing experience is an underestimated marketing tools that sets your brand apart. It is not just about delivering a product; it's a chance to make a lasting impression and build customer loyalty.

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This comprehensive guide will walk you through the steps to create a unique unboxing experience for your e-commerce brand.

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1. What is unboxing and how can it help your brand succeed?

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By the end of this article, you'll learn the ins and outs, from what it is to how to make it work for your business. So if you're looking to boost your brand and improve your marketing strategy, read on!

• you will have a clear understanding of the unboxing trend,
• why it is important for your brand,
• and how to create successful unboxing videos for your products.

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Turn clients into influencers with the best unboxings with Bigblue's ultra-fast order preparation and shipping.

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1.1 Why unboxing videos are so popular? 

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But what exactly is unboxing? And why everyone is obsessed wtih unboxing videos?

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Broadly speaking, it simply refers to taking a product out of its packaging.

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An unboxing video is when a person unpacks and reviews a product they just got on social media sites. It's like a first impression review.

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Unboxing videos or hauls have emerged as a prominent trend on social media platforms.

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People worldwide are captivated by the excitement of opening a package, revealing its contents, and sharing the experience with their audience.

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What started as a phenomenon reserved for electronic products and game consoles, quickly became a YouTube trend for any product. YouTubers specialising in this trend have become among the platform's top stars.

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Notably, 87% of viewers agree that YouTube creators give recommendations they can trust.

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On TikTok alone, the hashtag #unboxing has garnered not merely millions but billions of views.

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1.2 Unboxing videos are User-Generated Content (UGC)

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One of the key aspects of unboxing videos is that they are user-generated content. Regular people become influencers as they share their unboxing experiences. This authentic approach resonates with audiences and has given rise to a new wave of content creators.

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1.3 Unboxing videos and their viral potential

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Unboxing videos have the potential to go viral, spreading like wildfire across social media platforms. This word-of-mouth marketing technique has been embraced by companies looking to tap into the power of genuine endorsements.

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KLM has even unboxed its Boeing 787! And guess what? That video garnered over 3 million views!

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2. Unboxing: The hottest marketing trend you can't afford to miss

2.1 Make your e-commerce products more real

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‍Selling your products online has many advantages, but one downside is that customers can't touch or handle the product or its packaging.

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Unboxing videos provide a solution to this problem by giving viewers a close-up look at the product and its packaging. In these videos, viewers can see the product being unboxed and handled and often hear the person's thoughts and reactions to the product.

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2.2 Creating anticipation

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Brands have realised that unboxing experiences can significantly impact consumers' perceptions.

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They strategically design their packaging to create anticipation and excitement, using high-quality materials, custom designs, and even eco-friendly packaging. You can add an element of excitement to your unboxing experience with unexpected freebies, discount codes, or limited-edition items.

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^{Tip: Use layers or compartments that reveal the product gradually. It keeps the customer's experience engaging throughout the unboxing process.‍}

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2.3 Making people want to buy by projecting themselves

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‍Presenting your product from every angle in a more"real" way in an unboxing video also has a definite advantage: making people want to buy.

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Indeed, according to Martin Lindstrom, an expert in neuro-marketing, unboxing allows viewers to project themselves thanks to the action of mirror neurons (basically their brain reacts as if they were the ones unpacking the product). ‍

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2.4 Build customer loyalty

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Unboxing is a crucial part of the customer journey.

Brands that offer a memorable unboxing experience often leave a lasting impression on their customers, leading to repeat business and positive reviews.

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A way to do that is to include informative and engaging content inside the box.

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This could be a thank-you note, product information, or a special offer for their next purchase.

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^{Tip: Use their name on the packaging or include a personalised note. It shows that you care about them individually. Include contact information for customer support in case they have questions or issues. Prompt and helpful assistance can turn a problem into a positive experience.}

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2.5 The role of social media

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Unboxing videos are a valuable asset for your marketing campaigns. They serve as authentic testimonials and generate buzz on social media, reaching a broader audience than traditional advertising. Something that will translate well is ensuring colours, logos, and designs are consistent with your brand, reinforcing identity and recognition.

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^{Tip: Encourage your consumers to share their experiences. Perhaps a QR code linking to an exclusive offer or a competition. Send your beautifully designed packages to social media influencers in your industry. Their unboxing videos can provide authentic promotion!}

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Your brand's next move? Utilise short videos and Instagram posts to boost brand visibility and sway your customer base's purchasing choices.

Discover the strategy for creating a viral UGC campaign!

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3. How to create a good unboxing experience?

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Unboxing is mainly two ingredients: a video and packaging. Of course, there is a product, but what interests us here is more the staging than the product itself.

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Let's see how to take care of these two elements (video and packaging) so that your unboxing will have many views!  

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3.1 The packaging

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Eco-friendly packaging

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As consumers become more environmentally conscious, there is a growing demand for sustainable packaging solutions.

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Companies are transitioning to recycled materials, reducing waste, and adopting reusable and recyclable packaging options. Sustainable packaging showcases your brand's commitment to responsible practices.

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<sub>Bigblue Tips

At Bigblue, we ensure all our packaging is plastic-free. For the safety of delicate items, we use blocbox made from recycled clothing that can be effortlessly recycled once more. Click here if you're keen to explore more about our dedication.</sub>

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Custom packaging designs

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Custom packaging has become a marketing trend in itself. Brands are creating unique packaging designs that not only protect the product but also elevate the unboxing experience.

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This personal touch sets them apart in a crowded market. Also, think outside the box (pun intended). Unique opening mechanisms or surprising elements can elevate the experience.

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^{Tip: Make sure your packaging is easy to open. Frustration can quickly spoil the experience.}

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The logistics perspective

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The route from warehouse to doorstep is paved with multiple elements—from cardboard boxes to box fillers and delicate tissue paper. It isn't just about delivery; it's about delivering intact, visually appealing products that represent your brand.

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^{Tip: Understand the journey of your product, right from procurement to delivery.‍‍}

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3.2 The unboxing video

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It's highly effective when customers spontaneously create and share unboxing videos on their personal social media accounts.

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This allows you to tap into multiple marketing channels in real-time, producing eye-catching and cost-effective social media posts for your brand.

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If you choose to create the video yourself, the first decision to make is to identify the channel on which you'll showcase it.

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Which format are you going to use and where are you going to share your video content? A long video on YouTube? A short format on an Instagram story, a reel or on TikTok?

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There are important questions because, for example, the audience of TikTok is younger than the audience of YouTube, and also the format is different.

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So, it will have an impact on the way you shoot the video, the way you edit it, the tone to use, etc.

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Once this is done, all you have to do is use the right equipment: a good smartphone is more than enough with the cameras they have today, and authenticity is guaranteed!  

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For sound, get a good microphone, especially for YouTube where the format is more "worked" and less spontaneous.  

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As part of your social media marketing campaign and influencer marketing strategy, you could create a series of unboxing videos about a product you want to launch for example.

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Here again, you will also have to make sure that you target the right channels according to your target audience. And another criterion to keep in mind: look for an influencer whose subjects correspond to your product.

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^{Tip: Communicate your company's values and make your customer's unboxing unique.}

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Unboxing: an opportunity to be seized

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The unboxing experience has the power to increase your brand awareness, improve your conversion rates, and drive customer loyalty.

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It is not just about the product, but the journey, the presentation, and the story you weave around it. By personalising packaging, using premium materials, storytelling, and incorporating surprise elements, you can create a memorable unboxing experience that resonates with your audience.

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For expert guidance on creating an exceptional unboxing experience and dominating the e-commerce landscape, contact Bigblue today. Your success is our priority.

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Introduction

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With Black Friday and Cyber Monday (BFCM) on the horizon, are you ready to make some noise?

If you haven't considered diving into influencer marketing yet, now's the time. Why? Because it's a great way to showcase BFCM deals, given that both influencers and customers are fans of a great discount. People are tired of pushy ads and are looking for genuine recommendations.

So, if you're aiming to create some serious BFCM buzz, we've got the ultimate guide to help you craft an influencer strategy that's got all the magic ingredients.

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1. What is influencer marketing?

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Influencer marketing is when a brand teams up with an online influencer to promote a product or service. Sometimes, the partnership is more about boosting brand awareness rather than direct promotion.

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With the domination of TikTok, Instagram’s reel and YouTube shorts, influencer marketing has emerged as a powerful tool. As of 2023, the worldwide value of the influencer marketing sector reached 21.1 billion U.S. dollars, marking over a threefold increase since 2019.

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61% of consumers trust the advice of influencers over the 38% who trust brand-centric social media posts. By teaming up with the right influencers that resonate with your audience, you can boost brand visibility, increase web traffic, and positively affect your profits.

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Learn the secrets to sell £1M for BFCM 2024.

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2. How to craft a successful influencer marketing strategy for BFCM?

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2.1 Choosing the right influencers for your campaign

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With so many social media influencers, how to pick the right one?

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Niche relevance

Select influencers who align with your brand's ethos and cater to your target audience. An influencer whose audience matches your customer profile can generate more relevant traffic and conversions.

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Engagement metrics

‍High follower count doesn't always equate to influence. Focus on influencers who have genuine interactions, high engagement rates, and authentic relationships with their followers. Make sure to check for fake followers and bots.

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Content quality

‍Collaborate with influencers who produce high-quality content. Their aesthetics and storytelling capabilities can elevate your brand's message.

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2.2 Selecting the best platform(s)

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Data from Sprout Social highlights social media’s pivotal role in guiding brand discovery and promoting purchases. For 35% of users, social media is the primary way to learn about new products, services, or brands.

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Each social media platform offers a unique way to engage with audiences.

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Don't restrict yourself to a single platform. Diversifying across Instagram, TikTok, YouTube, and blogs can magnify your reach.

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• Instagram and its impact: With features like shoppable posts, Instagram has become a favourite for influencer collaborations.
• TikTok's rising prominence: The platform's viral nature and the newest shop tab can skyrocket campaign visibility.
• Leveraging YouTube: Long-form video content like reviews and unboxing can be gold on YouTube, especially for Black Friday campaigns.
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Influencer marketing shouldn't exist in isolation. Integrating it with email campaigns, blog posts, social media ads, and SEO can create a cohesive and more potent marketing force.

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Check out 4 strategies to improve your influencer content.

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2.3 Optimising collaboration for BFCM

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How can you best align with influencers to maximise your BFCM impact?

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Exclusive deals

‍Offer unique discount codes, and product or service bundles for the influencer's audience. This can motivate followers to make a purchase, knowing they're getting an exclusive deal.

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Teasers and countdowns

‍Build anticipation by allowing influencers to tease upcoming sales. Countdowns can create a sense of urgency and drive more users to your website during the sale.

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Affiliate links

‍Equip influencers with personalised affiliate links. This allows for easy sales tracking and offers a commission-based incentive for influencers.

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User-Generated Content (UGC)

‍Encourage influencers to initiate challenges or hashtags that prompt their followers to share their own experiences with your products. This amplifies your reach organically and strengthens community ties.

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Influencer-generated content or user-generated content: which strategy is right for you? Discover it here!

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2.4 Post-Collaboration: Evaluating the success

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Once Black Friday and Cyber Monday are over, it's vital to evaluate the collaboration's success.

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Sales & conversion metrics

‍Track the number of sales that came directly from influencer promotions. This offers a tangible ROI measurement.

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Engagement rates

‍Measure the engagement on influencer posts related to your campaign. High engagement indicates resonating content.

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Feedback & reviews

‍Engage with the influencer to gather feedback. Understanding their perspective can offer valuable insights for future collaborations.

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3. Examples of BFCM campaigns that worked and why

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3.1 Amazon, capitalising on comedy skit

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Amazon disrupted the norm and teamed up with comedians and creators like @grayskitz and @adambyt in the UK for their Black Friday promotions.

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In his video, he contrasts the Black Friday experience of 2010 with the current era dominated by online shopping. This video humorously critiques the entire concept of Black Friday, providing a fresh viewpoint.

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For this video, Amazon partnered with National Express, an intercity and inter-regional coach operator providing services throughout Great Britain. Adam ironically starts the video by saying, “How do I deliver myself home? The best gift I can give is me!”. This video promotes that you can offer Prime to your loved one for as little as £2 but also, that you can travel home for a reduced price.

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3.2 Gymshark, retro gaming style video

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Gymshark partnered with influencers KSI, Behzinga, Calfreezy & Munya Chawawa to create the #BigDealEnergy campaign. The “Big Deal Energy” campaign resonated with this demographic by tapping into beloved influencers and themes they relate to.

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3.3 Tangle Teezer, unique product reviews

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For Black Friday, Tangle Teezer collaborated with a group of highly engaged influencers, giving them the freedom to discuss and display their products uniquely.

Tangle Teezer capitalised on influencer buzz for their products and then let Black Friday shoppers amplify it.

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Conclusion

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Influencer marketing for Black Friday and Cyber Monday 2024 presents an unparalleled opportunity for businesses.

From picking the right voices to shout about your brand, to evaluating how well the collaboration did, you can maximise their reach and conversions. The influencer game can change the BFCM scene for you.

But remember, as everything evolves, keep your approach fresh and in tune with your audience.

Ready to bring your A-game this BFCM?  🚀

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Introduction

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Black Friday, a retail phenomenon that originated to get rid of the remaining stock but has spread globally, is a day known for the most aggressive promotions online and in-store.

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As 2023's event draws near, the question arises: will the opportunities outweigh the challenges? Let's look at the pros and cons of participating, and learn more about emerging consumer-centric shopping trends.

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1. 👍 Pros of Black Friday and Cyber Monday

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Increased sales

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‍Black Friday can result in a significant boost in sales as consumers are motivated to make purchases because of attractive discounts and promotions.

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Consumers in the UK alone during the 2022 Black Friday were found to have spent a total of £8.71 billion, of which £4.81 billion has been spent online.

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Inventory management

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The event facilitates brands in moving older stock, ensuring that they have space for new products or collections.

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Customer acquisition

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‍With consumers constantly hunting for the best Black Friday offers, brands stand a chance to attract and retain new customers, expanding their market presence.

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<sub>Bigblue Tips

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Bigblue's unique feature, known as Fast-Tags, offers a prime-like experience by displaying an exact delivery promise and free delivery label on your product pages. Through A/B testing, we've found that customers who see the Fast Tag are 26% more likely to purchase and tend to add 4% more to their cart, leading to a 37% increase in revenue per visitor.

👉 Explore Bigblue’s Fast-Tags features.</sub>

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Brand visibility

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‍Participating in Black Friday promotions can increase a brand's awareness, both in physical stores and online. Offering discounts and exclusive deals to existing customers can enhance brand loyalty and encourage repeat business.

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In this guide, we outline daily steps for success during the Black Friday and Cyber Monday period.

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2. 👍 Cons of Black Friday and Cyber Monday

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Discount pressure

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‍Brands may feel pressured to offer deep discounts, which can reduce profit margins and affect overall profitability.

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In 2022, Adobe highlighted that discounts reached an unprecedented peak, averaging 25% off on Cyber Monday's marked prices. Certain sectors experienced even bigger reductions, with toys at 34% off, computers at 20%, and apparel at 18%.

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Logistical challenges

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‍Managing increased demand, inventory, and shipping logistics during Black Friday can be challenging and may lead to operational issues.

If a brand faces logistical issues, stock shortages, or customer dissatisfaction during Black Friday, it can result in negative publicity and damage to its reputation.

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For instance, the cost of shipping significantly impacts shoppers' choices. A 2022 Financesonline survey revealed that 49% of Black Friday shoppers were mainly driven by shipping costs. The appeal of free shipping emphasises the need for clear and transparent shipping policies.

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^{We understand the challenges and stress of the peak shopping period, so we've crafted five logistics survival tips just for you.
👉 Discover them here!}

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Brand image

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‍Overly aggressive sales tactics or discounting too deeply can potentially devalue a brand and erode its premium image. Black Friday's emphasis on consumption and fast fashion can be at odds with sustainability goals, which may not align with a brand's values.

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Customer expectations

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‍Once a brand participates in Black Friday, customers may come to expect discounts every year, potentially affecting regular pricing strategies.

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Return rates

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‍Increased sales during Black Friday may also result in higher return rates, which can be costly and time-consuming for brands to process.

True Fit's recent survey of 1,000 UK consumers showed that while shoppers will return nearly a sixth of Black Friday fashion buys, Gen Z will lead in return rates.

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3. Buy Nothing Day: An Alternative Perspective

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It's essential to acknowledge an alternative viewpoint.

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Some individuals and organisations actively oppose Black Friday and instead promote “Buy Nothing Day” as a form of protest against consumerism.

Buy Nothing Day encourages people to abstain from shopping on Black Friday and reflect on the environmental and ethical implications of mass consumption. It highlights the broader societal debate surrounding Black Friday.

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Brands like the outdoor clothing designer Patagonia have sought to redefine Black Friday's significance. Their 2016 pledge to direct all Black Friday profits towards environmental causes exemplified this shift.

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Over $10 million was donated to grassroots organisations dedicated to preserving essential natural resources such as water, air, and soil.

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The company also contributes to the “1% for the planet” initiative, dedicating 1% of its yearly sales to environmental non-profits. This commitment has led to donations exceeding $74 million since 1985, directly benefiting community-based organisations.

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Since 2015, the outdoor recreation brand REI has boycotted Black Friday. They instead encourage all people to delay their holiday shopping and instead spend time outdoors, preferably with loved ones, through their #OptOuside campaign.

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The Co-op closes its brick-and-mortar shop and doesn't process online orders, but still pays all its employees for their time.

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4. Green Friday: A Sustainable Alternative

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In recent years, there has been a growing movement towards “Green Friday” as a more sustainable alternative to Black Friday.

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Some brands are embracing this concept by focusing on responsible consumption and environmentally-friendly practices.

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Green Friday encourages brands to promote sustainable products and ethical production methods. It aligns with the values of eco-conscious consumers and provides brands with an opportunity to demonstrate their commitment to sustainability.

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Teemill, a sustainable print-on-demand company, collaborates with its network of 10,000 stores for a unique initiative.

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They encourage customers to return their worn Teemill-made clothing.

‍

Under their #TakeBackFriday campaign, these returned clothes are repurposed into new items using their Remill technology. For every garment returned, customers receive a £5 credit for future shopping.

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‍

For Green Friday, the beauty brand Rituals is shifting its focus from general product discounts to special deals specifically on its sustainable product range.

‍

Rituals emphasises, “We think it is important that you feel good and that we take care of the planet at the same time. This way, you not only save on packaging, but also keep money in your wallet”.

‍

Conclusion

‍

Black Friday can provide brands with numerous advantages, such as increased sales and customer acquisition, but it also comes with challenges like maintaining brand image and managing logistics effectively.

‍

If you decide to participate, carefully consider your Black Friday strategies to strike a balance between profitability and maintaining a positive brand reputation.

‍

‍Introduction

‍

With the festive season around the corner, brands worldwide are harnessing creativity and innovation to capture the attention of eager consumers.

‍

In this article, we've curated for you a selection of seven standout holiday campaigns that have not only resonated deeply with audiences but also set marketing benchmarks for brands around the globe.

‍

Dive in to explore these inspiring holiday promotions and uncover the secrets behind their success!

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‍

1. Starbucks: Limited-edition festivity

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‍

For over 25 years, Starbucks has marked the festive season with its iconic holiday-themed cups. Over the decades, these designs have resonated with consumers worldwide, bolstering the brand's visibility during the holidays.

‍

Aside from the cups, Starbucks amplifies the holiday cheer with an assortment of branded products ranging from tumblers to coffee beans, all infused with festive charm.

‍

The return of seasonal favourites like Peppermint Mocha, Caramel Brulée Latte, and the vegan Iced Sugar Cookie Almond milk Latte, along with festive food, heralds the holiday celebrations.

‍

In 2021, Starbucks saw a 23% annual revenue rise in North America for the quarter ending 2nd January. This surge, attributed to their appealing holiday offerings, led to a significant customer increase and record Starbucks Card activities exceeding $3 billion.

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Why did it make a difference?

1. Starbucks' holiday cups sparking annual anticipation.
2. Seasonal drinks, food, and festive store vibes captivating customers.
3. Universal designs ensuring worldwide resonance.

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2. Aperol Spritz: Spreading joy with postcards

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‍

Aperol Spritz spiced up the 2022 festive season with its unique Merry Spritzmas Cards.

These vibrant branded postcards, designed in collaboration with illustrator Bett Norris, offer not only heartfelt messages but also an invitation to enjoy a pair of drinks.

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“With reconnecting with loved ones so high on the agenda this Christmas, we want everyone to reclaim a little bit of spontaneity throughout the festive period and enjoy some quality time together,” says Loris Contro, Campari Group UK Italian Icons Brand Ambassador.

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Why it stood out?

1. Exquisite postcard designs perfect as Christmas gifts.
2. Exceptional value with two drinks for a mere £5.
3. An astute understanding of its demographic's need to reconnect with loved ones.

‍

Get more inspiration from brands like air up, e.l.f. or Tabs Chocolate who revolutionised their industry with innovative marketing strategies!

‍

{{newsletter}}

‍

3. Detective Box: Personalised gift notes

‍

Detective Box, a murder-solving board game, is frequently chosen as a gift during festive seasons like Christmas and Valentine's Day, which increases the demand for a personal touch.

‍

To meet this demand, it was crucial to optimise their website, allowing customers to conveniently include a special note with their orders.

‍

What were the winning factors?

1. Simple and easy to use for every customer.
2. A touch of personalisation, much needed during the holidays.
3. Great fit with their product.

‍

‍<sub>Bigblue Tips

The partnership with Bigblue offered more than just streamlined logistics. It notably improved Detective Box's post-purchase customer experience with the use of Bigblue's Gift Notes.
“It allows customers to customise the order and leave a little note,” Émilie points out, noting that 50% of their customers make use of this feature.</sub>

‍

‍

_{Discover more about Detective Box success story here!}

‍

‍

4. LEGO: Celebrity collaboration and sentiment

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‍

LEGO's holiday campaign “Build a Playful Holiday” featuring Katy Perry, Iron Man and Rapunzel, offers a delightful mix of entertainment and emotion. Spotlighting children and their vision of the holidays highlights the essence of play.

‍

The objective of the campaign is to “inspire [consumers] of all ages to prioritize play over perfection and unleash a childlike joy this Holiday season,” stated Julia Goldin, Chief Product and Marketing Officer at the LEGO Group.

‍

The success factors?

1. An engaging celebrity presence.
2. Emphasis on the joy of play.
3. Creative social media content, from #LEGOtakeover to curated shopping lists.

‍

Discover our guide to mastering influencer marketing!

‍

‍

5. Anthropologie: Curated gift guides

‍

‍

Grouping products by category and price is a straightforward approach to creating gift guides. For a more distinctive touch, brands can curate unique gift guides based on personality, search intent and client demographics.

‍

A prime example is Anthropologie with their “Best Gifts for Holiday”, featuring lists such as:

• Picking Gifts for Gardeners
• What Should You Bring for Hosts or Hostesses?
• Gifts for Wine Lovers, Foodies, Travellers, Pet Lovers
• Personalized Gifts

‍

‍

In doing so, Anthropologie not only offers a sense of exclusivity but also broadens the spectrum of gift suggestions.

‍

What set it apart?

1. Tailored picks resonating with their clients.
2. Diverse gift options catering to all personalities.
3. Eye-catching design paired with easy-to-use navigation.

‍

6. Sézane: Free wishlist

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‍

Sézane unveiled a captivating “La Liste For Her and For Him” campaign, weaving together the timeless elegance synonymous with the brand and the excitement that the holidays bring.

‍

This offering, an invitation for customers to curate their dream festive collections, allows for a personal touch in gift-giving. Sézane's approach encapsulates the essence of thoughtful gifting, ensuring that each present holds a unique place in the recipient's heart.

‍

By allowing customers to personalise their holiday desires, Sézane not only champions individuality but also simplifies the gift selection process, ensuring the joy of both giving and receiving during the festive period.

‍

Every day, one lucky winner was chosen to win their Sézane Wishlist.

‍

Why it worked?

1. Gifts curated to individual tastes and desires.
2. The blend of the brand's elegance with festive anticipation.
3. A gamified approach incentivised participation and customer engagement.

‍

‍Check out 6 mistakes to avoid during the holiday season!

‍

‍

7. Barbour: Christmas film and sustainability

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‍

‍

Barbour's 'One of a Kind-ness' campaign melds nostalgia with a message of generosity. Featuring the beloved bear, Paddington, this tale showcases the joy of giving, particularly during the festive season.

‍

Paddington notices Mr Curry, the grumpy neighbour, feeling overlooked by carol singers. The marmalade-loving bear then surprises him with a unique Re-Loved Barbour jacket.

‍

Paul Wilkinson, group marketing director and managing director USA at Barbour, commented: “We are delighted to feature Paddington in our Christmas film. Extending the life of our garments has been at the heart of our brand for over 100 years and through Barbour Re-Loved, a key focus of our Wax for Life initiative, we have been able to demonstrate in a humorous and sentimental way, the importance of upcycling and how much a thoughtful and unique present can mean particularly at Christmas time”.

‍

Why it resonated?

1. A heart-warming narrative.
2. The focus on the brand's commitment to sustainability.
3. Reinforcing the joy of gifting.

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8. Cadbury: Gamifying gifting

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‍

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Cadbury's Secret Santa campaign elevated the act of gifting. By allowing up to 120,000 people around the UK to send Cadbury chocolates to loved ones for free, the brand tapped into the festive spirit of sharing.

‍

The process is simple: if you wish to send a Christmas gift to a loved one, locate one of the campaign posters dispersed throughout the UK, scan the QR code, and select the chocolate bar you'd like to gift.

‍

In addition to these posters, the campaign was promoted on television, video-on-demand services, social media, print media, radio, and online platforms.

‍

Highlights of the campaign:

1. A blend of physical and digital interactions.
2. A wide-reaching campaign across multiple media platforms.
3. Enhancing the gifting experience with a touch of mystery.

‍

‍

Conclusion

‍

These innovative marketing campaigns underline the importance of understanding audience sentiments and needs.

‍

Whether through limited-edition products, heartfelt postcards, celebrity engagements, or curated gift guides, successful holiday promotions resonate deeply with consumers, ensuring a memorable festive season for all.

‍

We're excited to see what the 2024 holiday campaigns will bring! If you're seeking a time-tested and engaging approach, consider the beloved advent calendar campaign!

‍

Introduction

‍

Black Friday and Cyber Monday aren't just about slashing prices.

It's the preparation, the delivery and unboxing experience, and the lasting impact on customers that will significantly boost their sales and outperform competitors.

Have you ever wondered how some online retailers create memorable experiences during peak seasons? Let's discover how Bigblue Merchants prepared and conquered BFCM!

‍

‍

1. Why is BFCM important for merchants?

‍

This year, Black Friday is set for November 24, wrapping up with offers by Cyber Monday, November 27.

‍

These shopping events have a significant impact on global online sales.

‍

Salesforce shared last year's Cyber Week data, looking at the shopping habits of about 1.5 billion people. This covered 24 of the top 30 US online shops. Online sales last year hit a strong £281 billion, which was 2% more than in 2021.

‍

In fact, people spent a huge £1.14 trillion online over the holiday season. This just shows how influential this time is for sales.

‍

Are retailers set for an increased demand this BFCM?

‍

Shopify's report indicates yes. A recent report shows that 68% of shoppers aim to spend similarly or more during BFCM compared to last year. In the UK, 50% plan to do most of their festive shopping during the sales, 53% globally.

‍

Yet, Deann Evans, Shopify's EMEA director, advises retailers to time their offers well. She mentions that over 80% of shoppers in the UK, Germany, and France will compare prices for the best deals.

For this year's Black Friday to Cyber Monday, it's not just about making sales. It's about making sure your online shop is ready for holiday shoppers.

‍

A good sales season could mean:

• Fewer returned or exchanged items.
• Having the right amount of stock.
• Happy customers with their deliveries.

It's also an opportunity. A moment to shine and create stories that resonate, engage, and delight.

‍

This is a key time to attract new potential customers and keep them coming back throughout the year.

‍

At Bigblue, we're ready to support you in making it your most successful one.

‍

Last year, several merchants relied on Bigblue for their logistics and to boost sales during BFCM. Let's explore their experiences!

‍

2. Real experiences from Bigblue merchants

2.1 Bigblue, a growth partner for Ulti Paris

‍

‍

In 2020, Ulti Paris was born. Olivier Renchon identified a gap in the French market for hair densifying powder, a product addressing hair-density concerns shared by half the global population.

‍

Olivier was familiar to the haircare scene. With seven glorious years at the renowned L'Oréal under his belt and experience working across countries, from Australia to bustling global capitals, Olivier's commitment to excellence was unwavering.

‍

As a remote brand with a penchant for travel, Ulti Paris needed a logistics partner compatible with their dynamic lifestyle. Enter Bigblue.

‍

‍

Even while travelling in places like Bali or New Zealand, Olivier could rely on Bigblue to seamlessly manage operations. Their choice for Bigblue was further influenced by content showcasing entrepreneurs managing their businesses globally while trusting Bigblue for logistics.

‍

^{Black Friday 2022 was unprecedented for Ulti Paris. Orders skyrocketed, soaring to 5 to 10 times their usual daily volume.}

‍

Yet, Olivier faced an unexpected challenge. A previously scheduled trip called him to New Zealand.

‍

But geographical distance was no obstacle, as he had the Bigblue app at his disposal, keeping him effortlessly in touch with the heartbeat of his business. Simply watching as order after order was fulfilled in real-time on his Bigblue dashboard.

‍

It was more than just technology; it was peace of mind. Knowing that Bigblue had his back allowed Olivier to venture freely, assured that his brand's promise to its customers remained unbroken even during the busiest retail period.

‍

Key Takeaways

• Preparation: They started early, gauging customer preferences and stockpiling best-sellers.
• Seamless logistics: Bigblue offered efficient order processing, timely deliveries, and a smooth overall customer experience.

‍

2.2 Believe Athletics uses Bigblue for greener logistics

‍

‍

In 2015, in the world of fitness Believe Athletics, a sustainable activewear emblem empowering women to embrace their dreams and active lifestyle with conscious attire. The brand embraced the digital sphere, pioneering functional fashion.

‍

This dream was jointly nurtured by two resilient souls, sisters Regina and Marisol Rodriguez who, while not formally trained in design, were brimming with innovative ideas. Their early days weren't devoid of challenges, but their determination saw them break through these barriers.

‍

E-commerce does entail a carbon footprint. For Believe Athletics, aligning with a logistics ally who echoed their ecological ethos was imperative.

‍

Joining forces with Bigblue, Believe Athletics elevated their delivery game. With an emphasis on plastic-free packaging and a savvy address correction algorithm, Believe Athletics shipments have become 65% more eco-friendly.

‍

Before Bigblue's intervention, Black Friday posed monumental challenges. Regina Rodriguez often found herself roping in friends to cope with the packaging ordeal. Even as sales boomed, Believe Athletics grappled with the logistics.

‍

‍

Come Black Friday 2022, a significant 50% uptick in orders was gracefully managed, thanks to Bigblue. The chaotic rush of previous years was replaced with Regina, relaxed, observing the seamless orchestration on her dashboard with a cappuccino in hand.

‍

Key Takeaways

• Sync & streamline: Their operations were synced, ensuring real-time stock updates.
• Partnerships & sustainability: Collaborations with Bigblue guaranteed timely, safe shipments and green delivery options.

‍

2.3 Détective Box: Scaling from 10K boxes to 100K in one year

‍

‍

In 2020, Emilie Bernier O'Donnell founded Detective Box.

‍

Detective Box is the perfect blend of Netflix series immersion and escape game interactivity. They offer extensive multi-episode police investigation where you are the detective!

‍

You receive 3 boxes over 3 months and each one will contain unique elements, ranging from police reports to pieces of evidence, all in an attempt to unmask the killer.

‍

^{During “Qui veut être mon associé ?” 3rd season, the French version of Dragons' Den, Detective Box received more than 1,200 orders in less than 24 hours.}

‍

Detective Box experienced an astounding growth rate of over 3,000% in just a few months. However, this rapid expansion brought about logistical challenges that required immediate solutions.

‍

As Detective Box sets its sights on the future, its partnership with Bigblue remains indispensable. Emilie is confident that Bigblue will continue to match the growing demand and add that extra special touch to every package.

‍

Key Takeaways

• Easy integration to apps: It streamlined their operations, facilitating the rapid scaling process and making it more manageable.
• Tracking process: Bigblue achieved a 92% customer delivery satisfaction rate!

‍

Conclusion

BFCM experiences from Bigblue Merchants are more than just success stories. They're sagas of vision, dedication, and a relentless pursuit of excellence.

‍

Whether it's the highs of unparalleled sales, logistics strategy, or the support of their customers, they've set the gold standard.

‍

What's your BFCM story going to be?

‍

Introduction

‍

The holiday season is a pivotal time for online businesses, with Black Friday and Cyber Monday being the two most anticipated shopping events. Ensuring that your website is optimised for search engines during this period can significantly boost sales and drive organic traffic.

‍

Learn five essential SEO BFCM and holiday strategies for 2024 based on insights from the latest trends and expert recommendations.

‍

‍

1. Crafting stellar landing pages: creating the best first impression

‍

Creating specific landing pages for events like Black Friday, Cyber Monday, or the general holiday season can significantly enhance user experience and conversions.

‍

It’s crucial that your landing pages have appropriate titles, meta descriptions, and high-quality product images that resonate with the festive theme.

‍

‍

A title page is the main heading of a web page displayed in search results, while a meta description provides a brief summary. They are vital for SEO as they help users locate relevant content and decide whether to click.

‍

Improve your website's search performance by choosing relevant keywords, being concise, and accurately representing your content in the title page and meta description. Include a strong call to action and update them regularly for better search engine visibility and user engagement.

‍

These pages can be reused yearly, with some tweaks to ensure they remain relevant and current. An “evergreen” approach to these pages ensures that the content remains timeless, and minor adjustments can keep them updated.

‍

For example, if you're promoting cosmetics products, your landing page can have a theme like “Cosmetics deals you can't resist this Black Friday.”

‍

^{Good UX isn't just a buzzword. Especially during high-traffic periods like Black Friday, your landing page should offer intuitive navigation, ensuring visitors can easily find what they're searching for. Incorporate clear call-to-actions (CTAs) like “Grab your Black Friday Special Now!”}

‍

‍

8 SEO tips to reach Google’s top spot in 3 months!

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‍

2. Balancing keywords: tapping into the right queries

‍

A successful SEO strategy is based on selecting the right keywords. You have to strike a balance between long-tail and short-tail keywords, aligning them with user intent.

‍

Long-tail keywords are specific and detailed search terms, while short-tail keywords are broad and general terms used in online searches.

‍

For instance, while “Black Friday deals” might be a popular short-tail keyword, “Black Friday tech gadget deals 2024” could be an effective long-tail keyword that narrows down the audience and increases the chance of conversions.

‍

Additionally, utilising keyword research tools can provide insights into the most trending terms during the holiday season.

‍

^{Sprinkle your content with seasonal keywords. Instead of “top laptops,” consider “top laptops for Christmas gifts 2024.” Use SEO tools like Google's Keyword Planner, SEMrush, or Ahrefs to help you figure out your holiday keywords.}

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{{newsletter}}

‍

3. Website optimisation: enhancing the experience

‍

Website optimisation isn't just a one-time task. It's an ongoing process, particularly essential during the peak BFCM 2024 and holiday season.

‍

Given that Google prioritises mobile-friendly sites in its search results, ensuring your site is also mobile-optimised can significantly improve your search engine rankings.

‍

Given that Google prioritises mobile-friendly and fast-loading websites in its search results, optimising your site for mobile and improving loading speed can significantly improve your search engine rankings.

‍

As online traffic surges, a seamless and intuitive user experience across devices can significantly drive conversions or make you lose a sale.

‍

This includes aspects like website speed, page speed, broken links, and ensuring that there are no 404 errors. As online shoppers, especially during such high-demand seasons, have little patience for lagging sites.

‍

An efficient website not only ranks better on search engines but also provides a seamless user experience, encouraging visitors to stay longer and make purchases.

‍

^{Check your Google Core Web Vitals report to show how your pages perform. Test your website responsiveness on different devices (phones, tablets, and desktops) and browsers to ensure consistency in appearance and functionality.}

‍

‍

Check out our guide to optimise your SEO for your e-commerce sites!

‍

‍

4. High-quality content: engaging the holiday shopper

‍

‍

As with any marketing effort, it's essential to stay updated with the latest trends.

‍

Engaging, festive-themed content can draw users in. Your visuals play a decisive role in not only grabbing attention, but also in enhancing the overall user experience.

‍

Whether it's a blog post detailing the top 10 Christmas gifts for 2024, 10 unique gift ideas under £50, or a video showcasing the best Black Friday deals, content that resonates with the audience can significantly boost SEO and engagement.

‍

^{Create unique seasonal content, like blog articles, buying guides or videos about gift ideas or holiday how-tos.}

‍

‍

5. Reviews and user-generated content (UGC): building up the trust

‍

Google's ever-evolving algorithm has a soft spot for authentic content. UGC like reviews, is perceived as genuine feedback, making your site more trustworthy in the eyes of the search engine. Reviews naturally contain long-tail keywords that potential customers might use.

‍

Plus, social proofs are a powerful tool in influencing purchasing decisions. Showcasing reviews more prominently, especially positive ones, can boost credibility and organic reach.

‍

Encourage your customers to leave reviews or even share their experiences on social media, tag your brand and use a specific hashtag.

‍

^{Integrate a review plugin on your site that makes it easy for customers to drop reviews. Pair this with an automated email sequence post-purchase, kindly nudging them to share their feedback. But remember, always strive for authenticity and avoid incentivising reviews, as this can backfire.}

‍

‍

Discover our guide on how to get killer UGC for your brand!

‍

‍

Conclusion

‍

The Black Friday and holiday season presents a golden opportunity for online businesses. Being proactive, understanding market trends, and crafting a strategic plan can pave the way for substantial success. The key lies in preparation, so the sooner you begin, the better!

‍

‍

FAQs

‍

1. How early should I start my SEO preparations for the holiday season?
‍

Start at least 2–3 months prior. SEO isn't instantaneous, and you want to be at the forefront when the season begins.

‍

2. Are festive keywords only relevant during the holidays?
‍

While they peak during the season, starting early ensures you gain traction and can dominate the rankings once the season is in full swing.

‍

3. How can I ensure that my website handles the holiday traffic surge?
‍

Optimise your website's speed and invest in good hosting. Remember, every second counts!

‍

4. What's the importance of mobile optimisation during the festive season?
‍

A significant portion of users shop on mobile. An unoptimised website can deter potential customers.

‍

5. Do I need to revert the changes after the holiday season?
‍

Not necessarily. While you can tone down the festivity, the SEO groundwork will benefit you year-round. Just tweak according to the season and audience intent!

‍Introduction

‍

Understanding this year's BFCM trends is vital for any brand aiming to thrive. It's not just about deals any more. It's about delivering unforgettable experiences.

From personal touches to a surge in eco-conscious shopping, we'll dive deep into the core of Black Friday expectations and shed light on Cyber Monday shopping nuances.

‍

So, whether you're refining your landing page, optimising your shopping cart, or bolstering Black Friday campaigns with UGC and social proof, we are here to guide you.

‍

‍

‍

1. Understanding consumer expectations: spending trends

‍

1.1 Economic challenges and consumer optimism

‍

The current economic landscape is influenced by inflation, impacting spending habits for the majority of consumers. Many individuals are displaying resilience, looking for innovative ways to maximise their budgets, take advantage of deals, and seek value for money. An overwhelming 97% of respondents express excitement about BFCM this year, as per the Tapcart survey.

‍

A survey of 3K US consumers by Klaviyo and Qualtrics shows Gen Zs and millennials are optimistic about future spending, especially for holidays.

‍

Brands that understand this and cater to both the constraints and aspirations of their customers are likely to find success.

‍

‍

1.2 Effective pricing and discounts

‍

Understanding the types of discounts consumers anticipate, such as flash sales, bundle deals, and loyalty discounts, is essential. You need to strike the right balance between competitive pricing and perceived value.

‍

Ensuring that your discounts are genuine and trustworthy is of importance. This helps build and retain trust with your customers. Data shows that 37% of consumers indicate that Black Friday deals directly influence their trust in a brand.

‍

According to research conducted by the loyalty platform LoyaltyLion, 92% of UK shoppers acknowledge the impact of rising prices on their budgets.

‍

For their BFCM shopping decisions, price isn't the sole driver. Approximately 62% of consumers prioritize brands they know and trust for their BFCM purchases. Interestingly, even in the face of the severe cost of living crisis, 48% of shoppers actively seek out brands that align with their values.

‍

‍

‍

2. Gaining insight into shopper’s preferences

‍

2.1 The rise of in-app purchases (m-commerce) and social commerce

‍

Mobile shopping remains king. It's estimated that by 2024, mobile commerce (m-commerce) will make up 44% of total e-commerce sales.

‍

Tapcart’s data shows that consumers are 40% more likely to download an app and opt into push notifications during Q4 than during the rest of the year, largely due to special offers (like early access to your sale).

‍

Brands that catch that wave will have a built-in advantage to leverage through 2024 and beyond.

‍

^{Make sure your site and product are optimised for a mobile shopping experience.}

‍

TikTok Shop, Instagram Shopping, Facebook Shops, and Pinterest's shoppable ads offer a unique opportunity to reach potential customers with precision.

‍

One striking trend in the e-commerce landscape is the increasing popularity of shopping directly from social media shopfronts. A perfect example of this trend is TikTok's recent move to introduce an in-app shopping experience, eliminating the need for users to navigate to external web browsers.

‍

Within the last 30 days on TikTok, the Amazon-native brand Wyze sold close to 40,000 units of a product priced at $33.99.

‍

This shift signifies a game-changing development in the e-commerce arena, where convenience and accessibility are key.

‍

^{Tailoring message frequency to different generations, leveraging app downloads, push notifications or UGC can provide a significant advantage during the holiday season.}

‍

‍

2.2 User-friendly website and convenient checkout process

‍

Consumers expect a fast, convenient checkout process. Ensuring a user-friendly website navigation experience is paramount. According to the Tapcart BFCM 2023 Consumer Trends Report, a mere 1 in 10 shoppers will tolerate a slow or poorly designed mobile web experience, irrespective of their generation.

‍

Checklist for BFCM 2024

‍

1. Simple checkout process: Ensure your website's checkout process is intuitive and requires minimal steps. Remove unnecessary form fields and offer guest checkout options. The smoother and faster the checkout, the lower the cart abandonment rate.
   ‍
2. Payment options: Introduce a variety of payment methods to cater to different customer preferences. Buy Now Pay Later (BNPL) options on your site, such as Klarna, Afterpay, Affirm…
   ‍
3. Clear ETA (Estimated Time of Arrival): Communicate delivery timeframes clearly during the checkout process. Being transparent about potential shipping delays, especially during peak seasons, also manages customer expectations and builds trust.
   ‍
4. Proactive tracking: Equip your e-commerce platform with a dynamic order tracking feature, allowing customers to follow their order's journey from the warehouse to their doorstep. Complement this with timely email or SMS notifications at pivotal stages like dispatch, transit, and delivery.
   ‍
5. Simple returns process: Make it easy for customers to initiate returns online. Provide prepaid shipping labels or QR codes for contactless returns. The fewer obstacles customers face when returning items, the better.
   ‍
6. Extended return policies: During the holidays, extend your return window to accommodate gift recipients. A generous return policy, such as 60 or 90 days, can reassure hesitant shoppers.
   ‍

<sub>Bigblue Tips

Increase sales at checkout with badges showing the fastest standard shipping method available based on their geolocation! Thanks to Bigblue's Fast-Tags feature, SmartWorkout has seen a 22% rise in product page conversion rates.

The feature integrates seamlessly, informing European customers of exact product delivery times based on their location and order time.

Discover how we helped Lucas and Christelle expand into new markets and ensure efficient delivery throughout Europe!</sub>

‍

‍

‍

3. The growing demand of sustainable and ethical shopping

‍

In recent years, consumers have become increasingly environmentally conscious. This awareness extends to their shopping choices, including shipping methods.

‍

By 2030, e-commerce logistics in key global cities might produce around 25 million CO2 metric tons, as per Statista. E-retailers face the dual challenge of streamlining an eco-friendly supply chain while meeting the expectations of consumers who desire swift and affordable deliveries.

‍

A survey by Descartes of 8,000 e-consumers across Europe, the U.S., and Canada showed that 54% are okay with longer deliveries if it means supporting green companies.

‍

A further 20% would even pay a premium for such deliveries. Echoing this sentiment, a Drapers study from January 2023 reveals that 81% of consumers now demand sustainable packaging, marking a significant stride in the fight against plastic waste.

‍

How to answer the rising concerns?

‍

1. Work with a sustainable logistic partner: Ensure that your delivery and supply chain partners are equally committed to sustainability. Verify that they optimise delivery routes, use plastic-free packaging and use renewable energy sources wherever possible. Bigblue is committed to working towards greener logistics.
   ‍
2. Offer carbon-neutral shipping: Partner with shipping providers that offer carbon-neutral or eco-friendly shipping options. This allows customers to reduce their carbon footprint with each purchase.
   ‍
3. Eco-friendly packaging: Consider sustainable packaging materials that are recyclable or biodegradable. Highlight your commitment to eco-friendliness in your product descriptions and communications.
   ‍
4. Educate and engage: Share information about your eco-friendly initiatives on your website and in marketing materials. Engage customers by explaining how your products are made and what initiatives you put in place.

‍

⬇️ A shoe box like CAVAL to store your pair of shores and reduce packaging.

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‍

‍

4. Tailoring the customer experience

‍

4.1 Harnessing the power of personalisation

‍

Personalisation goes beyond just addressing a customer by their first name in an email. It involves tailoring every aspect of the shopping journey to cater to the individual preferences and needs of your customers.

‍

This includes recommending products they're likely to love, creating a website experience that aligns with their interests, and offering targeted promotions that genuinely resonate with them.

‍

‍

4.2 Elevating the unboxing experience

‍

One often overlooked aspect of personalisation is the unboxing experience. When customers receive their orders, the moment of unboxing is a special one. It's an opportunity to surprise and delight your customers, leaving a lasting impression.

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Consider custom packaging with your brand's unique style, personalised thank-you notes, or exclusive offers tailored to the customer's preferences.

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Going the extra mile in the unboxing experience makes your brand memorable and encourages customers to share their excitement on social media, providing valuable word-of-mouth marketing.

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Turn clients into influencers with the best unboxing.

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Staying ahead of the game

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BFCM 2024 presents both opportunities and challenges for e-commerce experts.

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By staying attuned to evolving consumer expectations and trends, optimising the shopping experience, offering attractive pricing and discounts, ensuring seamless logistics, and embracing sustainability and personalisation, brands can not only meet but exceed customer expectations.

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The time is now to leverage consumer optimism and create a memorable BFCM experience that resonates well beyond the holiday season.

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