There’s no stopping Amazon from breaking last year’s record this holiday season. But that shouldn’t stop Amazon sellers and e-tailers from breaking some new ground of their own. We give you ten straightforward tips to get your e-shop ready for BFCM 2019.
BFCM is the biggest sales event of the year and the perfect time to outshine your competitors. If, like many of our readers, you’re an Amazon seller with a website of your own, then give us a minute of your time and we’ll give you 10 easy tips to spruce up your shop for BFCM 2019.
But before we move on to webshops, remember that this is the first BFCM event where Amazon’s price parity rule doesn’t apply. So, you’re free to sell your items for a slightly higher price on Amazon than your website, to cover fees. We recommend our real time repricer, Sellery.
Start your free trial now to build your own pricing strategies, maximize profits, and never lose a dime on a sale. Undercut, sell Private Label, boost Buy Box ownership, slash prices automatically, and spot listing hijackers. So, now that Amazon’s covered, let’s talk webshop.
10 Webstore Prep Tips for BFCM 2019
1. Time Your Marketing CampaignsTo avoid traffic spikes and lighten your workload, spread out your marketing campaigns and promotions. Now that Amazon’s price parity rule is not an issue anymore, your pricing policy can be more generous this year. And your marketing campaigns can be far more ambitious too. Consider BOGOF offers, campaigns on platforms like SlickDeals, and even cross-selling tactics.
2. Prepare for Lower Spend This Black FridayRetailMeNot anticipates a lower average Black Friday spend of $738 this year. It’s mainly due to Prime Day shifting consumer holiday spending to Q3. But generation X fathers are the demographic likely to spend the most. So, if you sell expensive items, try to focus on dads in the 40 to 55 age group.
3. Point Out There’s Less Time
This year, people only have 3 and a half weeks from Black Friday to Christmas. Most retailers plan to start running deals earlier and offer deeper discounts to make up for it. But a countdown timer on your website and a few newsletter updates may also help bring home the message.
4. Be Open to BOPIS
More retailers are likely to provide the ‘Buy Online Pick Up In Store’ option this year. If you plan to do the same, then take advantage and showcase your finest products and your stocking fillers to customers collecting orders. Offer exclusive discounts. Give out vouchers.
5. Supercharge ShippingThe same survey claims 96% of retailers plan to use new shipping tactics to match Amazon’s services this holiday season. This includes big-box and department stores. So, there’s no time to waste. Every online store owner should rethink their courier partnerships and speed up delivery.
6. Spruce Up Your Back-End
To cope with peaks, invest in back-end website infrastructure. Poor performance and crashes on Black Friday are unwelcome. They’re also completely avoidable with a good uptime monitor and constant error updates.
Database, authentication, authorization, and backup are some of the areas to focus your efforts on. Poorly designed CSS, widgets, database queries, and HD images can slow you down. But try not to make any substantial code changes just before Black Friday.
7. Perfect Your Server PerformanceCheck current load levels on the website. Make sure that you don’t go over 90% capacity to avoid process queuing, slow downs, and potential crashes. Fix software errors and clunky processes. Tune and reconfigure server stack to improve speed and save money on hosting.
8. Outsource Caching and UpgradesCarry out web load tests and rely on web or cloud caching services, if needed. Invest in a queueing system. Commit to a short-term server upgrade plan. You should also secure a service-level agreement (SLA), separate from the hosting support agreement, so that web developers and server support are at your service 24/7.
9. Fire Up Your Front-EndMobile friendly content is great, but a good checkout flow is key. Check the way information is displayed on your website. This includes prices, discounts, shipping costs, payment options, return policy, delivery estimates, and order status. Make sure the front-end is user-friendly, easy to navigate, and engaging. Test your search feature for speed issues and counterintuitive results. If all else fails, try a real-time customer monitoring service.
10. Set Up Live Customer SupportNot every website comes with built-in live chat and helpdesk features. But full-service live chat apps cost only a few dollars per user per month. And some let you supervise your employee’s responses in real time. This is particularly useful with seasonal employees and 24/7 service. And so our 10-tip e-shop guide for BFCM 2019 comes to an end. But we can’t take off without first inviting you to follow our blog for more Black Friday news and tips. With only 5 weeks to go, we’re saving the best for last and we can’t wait to tell all.
Melanie takes an active interest in all things Amazon. She keeps an eye on the latest developments and keeps Amazon sellers up to speed.