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5 Ways To Turbocharge Your 2021 Black Friday Campaigns with Conversational Commerce

Published by James Rice Mcaulay05.10.2021

Black Friday is one of the biggest weeks of the year for e-commerce brands. In 2020, consumers spent a record $9 billion online over the course of the Black Friday weekend, which was a reported increase of over 21% from 2019. Much of this demand was driven in large part by COVID-19 restrictions that shuttered in-store shopping and increased demand for online purchases.

With Black Friday 2021 coming down the pipeline, e-commerce brands must be prepared for another massive spending spree. To help online shops prepare for this busy season ahead, we’ve put together a list of 5 creative ideas to turbocharge your Black Friday campaigns using technology, customer support, and the benefits of conversational commerce.

Why Black Friday matters for the e-commerce world

Millions of people will be browsing e-commerce websites on Black Friday and the Thanksgiving holiday weekend in the United States. In fact, over 186 million US shoppers purchased products over the holiday weekend in 2020.

Since Black Friday is one of the biggest online shopping weeks of the year, it’s an excellent opportunity for e-commerce brands to become aggressive with their growth strategies. Aparting from boosting sales and reducing old stock, this often includes:

  • Generating new registrations
  • Increasing newsletter sign-ups
  • Building brand awareness
  • Developing a strong pipeline of future customers

...and much more!

What does this mean for e-commerce strategies? That volume of traffic creates ample opportunities to connect with shoppers and encourage them to become loyal buyers.

In order for that scenario to become a possibility, you need a strategy that makes your brand stand out from the Black Friday craze. This is where conversational e-commerce is your secret ace in the hole. With such tools like AI chatbots and virtual shopping assistants, you can build relationships with your customers by engaging with them directly on your website and guiding them on the easiest path to conversion.. Then, you can create follow-up campaigns using emails, ads, cart abandonment solutions, and more to keep the relationship going after they leave your website.

5 ways conversational commerce brings your 2021 Black Friday campaigns to new levels of success

So how can you translate high volumes of shopping traffic into quality paying customers? Conversational commerce is one of the best methods to convert passive shoppers into engaged shoppers and, ultimately, satisfied buyers.

Conversational commerce is intended to recreate the in-store shopping experience in a digital environment. The most effective format of conversational commerce is a virtual shopping assistant. It blends AI, natural language processing (NLP), machine learning, and on-site analytics to create profound experiences for shoppers that motivate them to go further in their journey with your brand.

To help you incorporate conversational commerce into your Black Friday plans, here are some of the top benefits derived from using this technology. You can also maintain your conversational commerce solutions year-round for more optimized site experiences and improved customer support.

1. Provide personalized recommendations and experiences

To be a successful e-commerce brand, personalization is absolutely critical. Surveyed online shoppers were asked about the importance of personalized shopping experiences, and 80% said it was absolutely necessary for e-tailers to provide those experiences to earn their business.

Example: Conrad Electronics Conrad Electronics is a large online technology and electronics retailer that ships products to over 210 countries worldwide. Since they cater to audiences that speak many different languages, they recognized the need to provide their experiences in multiple languages so they could satisfy all of their customers.

Using conversational commerce and conversion optimization solutions, they successfully rolled out personalized shopping experiences in dozens of different languages to best service localized shoppers. As a result, Conrad improved website engagement and generated a 23% boost in average order value (AOV).

2. Amplify the capabilities of your support team

Since Black Friday is one of the biggest e-commerce shopping experiences of the year, you need all hands on deck when it comes to customer support. Imagine customers storming your shop and you don't have the capacity to field their questions. Some will lose patience and take their money elsewhere. Furthermore, your support team is limited in size and capacity, so you need to manage the volume of traffic and enquiries that will arise on Black Friday, otherwise they could become overwhelmed and you end up with a dissatisfied team and a huge support ticket backlog. .

But have no fear, there is a solution to this! Instead of overwhelming your team and losing customers you can use conversational commerce tools like AI-powered chatbots to be the gatekeeper of customer service on your website. The chatbot can meet and greet shoppers and handle any immediate questions that people may have or connect them to a customer service agent if needed. The chatbot can also direct people to pages, products, or services that help address their concerns, all the while guiding them to complete the purchase that will add monetary value to your business. With your team’s time freed up, they can focus their efforts on more complex customer service activities.

Example: Thon Hotels Thon Hotels, one of the largest hotel chains in Norway, has hotels based throughout much of western Europe. Their brand includes a commitment to high-quality customer service, but they found their team struggled to keep up with the demand as they expanded into new markets. To counter this, Thon implemented conversational commerce solutions to offload many incoming enquiries away from the support team. As a result, they reduced call center referrals by 30%.

3. Offer special discounts and promotions that drive upsells

Black Friday is a day when people are willing to buy in bulk if the right offer is made available. If you create personalized shopping experiences, you can monitor your web data to get a sense of what products best appeal to shoppers. Then, when Black Friday rolls around, you can incentivize more shoppers to buy with special discounts on some of your most popular items to drive even more sales.

4. Reduce operational costs for your business

Since full-time customer support staff is a limited group, it’s not uncommon for brands to hire temporary support staff during busy shopping weekends like Black Friday. However, e-commerce brands can eliminate those extra hiring costs using conversational commerce chatbots to handle the bulk of incoming enquiries.

Your chatbot can interact with every new shopper that arrives on your website. You can program it to greet shoppers as they begin a new session on the site, and it can engage in a full digital conversation if the shopper chooses to interact.

Example: Helthjem Companies like Helthjem, which accepts orders for fresh baked goods to be delivered to people’s homes, use chatbots to handle enquiries about shipments, deliveries, and other support questions. This has helped them reduce inbound support tickets to staff by 30%.

5. Fast and convenient issue resolution

Customer service is one of the most important reasons people stay or leave brands. Almost two thirds of shoppers admit that waiting on hold and dealing with multiple representatives is one of the most frustrating aspects of customer support. Many will choose to give up on the brand and take their business elsewhere if the experience is truly so poor.

Example: Elkjøp This was a challenge Elkjøp avoided by investing in conversational commerce solutions. As one of the largest online fashion retailers in Europe, Elkjøp increased their customer support hours to handle larger volumes of enquiries as they expanded into new markets. But their support team could only handle so much volume, which is why they programmed an AI-powered chatbot to provide real-time 24/7 customer support. The investment paid off in spades as the technology handled over 2.3 million interactions per year. This led to an 80% improvement in overall customer satisfaction.

6. Provide personalized recommendations and experiences

To be a successful e-commerce brand, personalization is absolutely critical. Surveyed online shoppers were asked about the importance of personalized shopping experiences, and 80% said it was absolutely necessary for e-tailers to provide those experiences to earn their business.

Example: Conrad Electronics Conrad Electronics is a large online technology and electronics retailer that ships products to over 210 countries worldwide. Since they cater to audiences that speak many different languages, they recognized the need to provide their experiences in multiple languages so they could satisfy all of their customers.

Using conversational commerce and conversion optimization solutions, they successfully rolled out personalized shopping experiences in dozens of different languages to best service localized shoppers. As a result, Conrad improved website engagement and generated a 23% boost in average order value (AOV).

7. Offer special discounts and promotions that drive upsells

Black Friday is a day when people are willing to buy in bulk if the right offer is made available. If you create personalized shopping experiences, you can monitor your web data to get a sense of what products best appeal to shoppers. Then, when Black Friday rolls around, you can incentivize more shoppers to buy with special discounts on some of your most popular items to drive even more sales.

Example: Helly Hansen Helly Hansen is the leading Scandinavian workwear, skiing, sailing, and outdoor apparel brand who manufactures professional grade gear for outdoor adventurers. They sell their merchandise in over 200 stores, but most of their business is conducted online. Realizing the need to increase their traffic to conversion ratio, they used conversational commerce and conversion optimization technology to profile audience behaviors and craft special offers based on how the data built their audience segments.

Thanks to conversational commerce, Helly Hansen improved website engagement by 10%. Subsequently, this led to a 12% improvement in conversions and a 25% boost in AOV.

Win Black Friday by winning with your customers

With shoppers eagerly awaiting mass discounts and wallets at the ready, you benefit the most when you have your customer support resources and website strategy prepared to meet demand. Conversational commerce tools give you the unique advantage to scale your resources and delight your customers with a seamless shopping experience they’ll never forget - putting you ahead of the competition and at the forefront of achieving your business goals.

Boost sales and improve service with conversational commerce

Our user-friendly conversational commerce platform and powerful conversion tools transform any encounter, using any channel and at any stage of the buying journey into a first-class experience to enhance value and increase customer loyalty and brand affinity.