Black Friday and Cyber Monday are all about driving customers into stores and increasing online traffic while boosting sales.
Retailers craft television, print, social, online and in-store promotions to drive traffic. Whether they are pushing deep discounts or grabbing customers’ attention with quirky (and sometimes downright bizarre) tactics, marketing plans are an essential part of the after-Thanksgiving madness.
The world’s largest retailer, Walmart, began luring its customers to its brick-and-mortar doors by starting Black Friday sales on Thursday night. Similarly, its plan to draw customers to its website began a day early by offering online discounts on Sunday. To keep driving web traffic, the retailer has extended Cyber Monday to include Cyber Week, which it is heavily advertising through television commercials.
Walmart’s Cyber Week sales include deals on gadgets, toys and home goods. For example, a 32-inch Toshiba LCD HDTV is on sale for $249 and Xbox holiday gamer bundles run for $319. The site will offer free shipping on orders of more than $45 on qualifying products.
Here’s what other major retailers’ Black Friday and Cyber Monday marketing techniques consisted of:
- On both Black Friday and Cyber Monday, Toys “R” Us promoted 70% off savings on its Facebook and Twitter feeds, linking directly to the company’s e-commerce site.
- Old Navy had a Black Friday blockbuster gift with purchase: a Kodak Easyshare Sport waterproof digital camera bundle, free with a $40 purchase.
- Saks Fifth Avenue offered an additional 50% off previously reduced merchandise until noon on Black Friday. Saks.com had markdowns up to 70% off online for a time on Black Friday, but the percentage off reverted to 55% off (over multiple price reductions) on Saturday following Thanksgiving. The 55% ended Sunday night. Saks also offered triple points the Sunday before Thanksgiving, which appears to be a new event designed to drive traffic to the web prior to the big sale period.
- All Abercrombie & Fitch stores had shirtless men and lifeguards at the store entry for picture taking.
[via RIS News]