As August rolls in, it's time for e-commerce founders and [digital business owners](exit-popups.html) to gear up for the bustling holiday season culminating in Black Friday and Cyber Monday (BFCM). While these shopping events promise a significant influx in sales, they also pose immense challenges. Being unprepared can lead to missed opportunities and, worse, unhappy customers. This checklist guides you through the essential steps needed in August to set [your e-commerce business](customer-first-marketing-guide.html) up for BFCM success.
Conducting A/B tests for your marketing strategies is vital, but August should be the time to wrap them up to focus on implementation. Determine the winning copy, design, and offers by analyzing which ones get the highest engagement and conversion rates. By August, you should have a clear understanding of what works best for your audience. According to insights from Klaviyo, wrapping up A/B testing gives you ample time to refine your strategies and get approval from leadership. This approach also prevents potential conflicts in messaging leading up to BFCM Read more.
Strategic planning should start with a clear roadmap for BFCM. Determine the type of offers you'll run—site-wide discounts, bundled deals, or early bird specials—and map out the cadence of your campaigns. It's essential to brainstorm ways to generate excitement, possibly through themes or partnerships with influencers. Also, align your product roadmap, launching any new or exclusive items during this period. An operational checklist from Fabrikator can provide a structured approach for your strategy Find more insights.
Your macro offer—or the primary promotion—must be compelling enough to attract customers and encourage action. This key offer should be designed to stand out amongst the plethora of deals customers will see during BFCM Example ideas available. Consider whether early access or exclusivity can be woven into your offer to reward loyal customers or specific segments.
Email inboxes are flooded during BFCM, making it challenging for your messages to stand out. Using alternative channels, such as SMS or push notifications, can enhance visibility Check full insights. Start integrating SMS opt-ins into your emails now, and engage users through other less saturated channels.
Launching pre-offers can build momentum leading into your main BFCM promotions. These early deals can reactivate dormant customers and provide valuable insights into what kind of offers resonate most. However, balance is crucial—poorly planned pre-offers might dilute the impact of your main offers or shift demand prematurely Read more about pre-offers here.
Boost your email and subscriber lists through paid campaigns well before BFCM. Focus on gathering high-quality leads that are more likely to convert, even if the conversion happens during the major shopping event itself. According to Perpetua's BFCM guide, the cost per lead generally increases closer to BFCM due to competition, so early planning saves money Strategies discussed here.
BFCM places tremendous stress on supply chains. Accurate inventory forecasting and effective warehouse management are critical to avoid dreaded stockouts or shipping delays. Work closely with suppliers to ensure timely inventory replenishment and consider using an inventory management system for real-time updates both before and during BFCM Access Fabrikator's full checklist.
Your website is key during BFCM. Ensure it can handle increased traffic with no downtime, and fine-tune the mobile shopping experience since a large share of BFCM purchases occurs on mobile devices. Consistent and cohesive branding across all channels keeps your messaging clear, and refining your e-commerce's SEO can ensure potential customers find you over your competition Check additional techniques.
With increased traffic comes the challenge of increased inquiries and potential issues. Make sure your customer service team is well-prepared and fully briefed on BFCM promotions and policies. Implement chatbots or a robust FAQ section to address common queries quickly. Having a clear and hassle-free returns policy prominently displayed can build customer trust Additional customer service insights.
Preparing for BFCM in August might seem premature to some, but this proactive approach enables e-commerce businesses to navigate November's retail rush with confidence. Following these steps—honing operational efficiency, refining your marketing strategies, and understanding customer needs—can position your business to capitalize on the year's most crucial shopping events. Take these months to set your foundation, and come BFCM, you'll be ready to maximize both sales and customer satisfaction.