Ever since Shop.org coined the phrase “Cyber Monday” back in 2005, online retailers have realized the sales potential of this first Monday after Thanksgiving. After all, people are back at their office jobs, tired and overweight from the Thanksgiving holiday. What better to do than shop online?
Below I’ve gathered some Cyber Monday marketing ideas for eCommerce sites.
- Bounce Back Discounts: Capitalize off the huge amount of traffic you’ll be receiving by offering an incentive for the next purchase. While Cyber Monday sales are great, you really want consistent customers who will order all year long, even when there are no special offers. Try sending out a follow up email with a gift certificate or coupon code to everyone who makes a purchase.
- Make It Viral: Take to the opportunity to capitalize on this huge traffic surge to encourage customer viral marketing. On your emails and landing pages for whatever promotion you run, include a link to a tell a friend form where shoppers can email your special to friends and family.
- Clearance Loss leaders: A classic strategy, but I’ve found it works well online. Most of the time, customers will buy additional full-price merchandise, especially when they realize they have to pay shipping anyway.
- Free Gift at Threshold above Average Order: Give away some sort of gift item once customers reach a certain threshold. In order to determine the threshold, take a look at your average order on last year’s Cyber Monday and increase it bit. However, make sure the gift warrants spending that much.
- Offer Deal on CyberMonday.com: If you doing something really noteworthy, you may want to highlight it on CyberMonday.com, a deal site run by Shop.org. Many prominent brands feature promotion there all year round, not just Cyber Monday.
- Random “Blue Light” Specials: Randomly highlight items throughout the day on your site. Better yet, highlight different items everyday through the holiday season to keep people coming back.
- Send 2 Reminder Emails For whatever promotion you run, make sure you keep your company top of mind after the Thanksgiving holiday. There will be a ton of marketing emails floating around, so you may want to send an initial email right before or after Thanksgiving. Then follow up with another right as the sale begins.
- Give Store Credit, Not Discounts: Don’t give away the farm by offering outrageous discounts on your products if you don’t have to. Consider offering store credit in the form an online gift certificate that can be used towards a future purchase. For example, rather than offering a $25 discount, offer a $50 store credit. Incentives like these tend to cost less, and they may actually be more attractive to your repeat buyers.
- Spread it Out: 1 day sales are great for everyone, except your fulfillment staff. In order to prevent hysteria for your warehouse and customer service staff, run the sale over a few days rather than 1 day only. This also will allow time for customer viral marketing to kick in.
- Create Product Bundles: The value of a product bundle can be perceived as greater than the sum of its part because you are conveniently creating a one stop gift.
For more ideas, you might considering using the Wayback machine to view your competitor’s site last year at the time. I hope some of these ideas have been useful for you. Happy holiday selling!