To ensure companies make a success of Black Friday, Nottingham web agency, Strafe Creative, is stressing the importance of preparation and encouraging firm’s to check their bandwidth – both online and offline.
This Black Friday will be even more important for retailers than normal given the impact of the Covid-19 pandemic and lockdown. It will be an opportunity for companies to generate much needed sales in the run up to Christmas, and as all but non-essential shops remain closed, the demand for online shopping will be higher than ever.
It is therefore vital that companies check they are fully prepared for Black Friday to ensure they capitalise on it, rather than have this significant trading day become one that hinders rather than helps the growth of the business.
Nottingham web agency Strafe Creative, which has won awards for its work with e-commerce businesses, and its Director Ross Davies is offering the following advice to firm’s so they can maximise their profitability on Black Friday.
Check your website’s bandwidth
The most essential thing for companies to do ahead of Black Friday is ensure that their company website has the bandwidth to cope with increased traffic on the day. Ross comments:
“Many companies fall foul of not having the capacity on their site to meet demand. This can be because the website hosting package they are on has a data usage cap or that it is set up to react to large spikes in website traffic. Upon seeing an unusually large volume of data passing back and forth on the server, the site could crash.”
“Needless to say, having a crashed website on a day when you’re hoping to make a large volume of sales is far from ideal. Not only would this adversely affect sales, it could also damage your company’s reputation with its target market, so please do contact your hosting company to make sure your site can cope.”
Check your fulfilment capability
Hopefully, Black Friday will have been a huge success and generated many orders. But can they now be fulfilled?
Ross adds: “It is essential that companies match their online and offline capabilities. It is far from ideal for a company to have marketed their sales event well and generated a significant number of orders, to then find it hasn’t got the capacity to deliver those sales. This can cause a backlash of annoyed customers contacting the business on social media and leaving negative reviews, the impact of which can last long after Black Friday. Positive online reviews are critical for repeat business and building a business’ reputation, especially now, so don’t let Black Friday turn into a day that generates negative publicity.”
“Linked to this is stock management. Many smaller firms do not have a stock management system on their website, or if they do, it’s often not used correctly as companies may think they won’t ever sell out of a product. This could be the year they do! If you don’t have stock management, it is essential that you monitor stock levels closely and mark them as ‘sold out’ quickly on the website so that you’re not selling stock you don’t have.”
Prolong Black Friday and Price Match
Black Friday does not just have to be one day. More companies are now spreading the event out over a couple of weeks so that Black Friday does not affect the overall volume of sales in November and December.
Ross adds: “Some of our e-commerce clients have reported to us that Black Friday has hindered their sales in November and December as people wait until Black Friday. This can then impact the company’s cash flow and place a huge demand on staff so they can fulfil the orders.
“We are working with our clients to now spread the event out over several weeks by price matching Black Friday deals. This way they are ensuring promises to customers are kept, items can be delivered on time and that cashflow is maintained during November and December.”
The team at Strafe hope that Black Friday is a success for all retailers so they can enjoy what will be for many companies, a much needed sales boost.
Located in Nottingham’s Creative Quarter, Strafe has grown from a team of two and now employs 13 people, with a client base of national and multi-national brands including BP, Go Dine, and Avakin Life.