This ecommerce company wanted a aggressive strategy to promote their 2018 Blackfriday-Thanksgiving weekend sales. They had an extremely good 2017 Blackfriday sales with a 40% growth vs 2016 making it one of the biggest sales ever and pouring in so many orders that warehouse and fulfillment team had to employ new temp. staff to keep up with orders. In 2018 this company wanted to replicate the success.

The Challenge:

My strategies for promotions worked very well for the company in 2017 and so pressure was on for 2018 to replicate or do better than 2017. It was highly unlikely that we could surpass our 2017 results as they were stellar.

My Strategy:

This challenge was revenue driven so my focus was on that. I planned a very high cadence email marketing strategy with special attention to segmentation, started a pre-sale launch DRIP email sequence, launched a new affiliate offer, worked with paid-media to build pre-sale excitement.

I also worked with front-end team to create a special VIP landing page for people who signed up for pre-sale event. I coordinated with in-house warehouse and operations teams to come up with a merchandising plan for the season. I briefed creative team to make sure our branding was consistent. Plan was to not only have a pre-sale event but to make most of Black Friday weekend and stretching it all the way to Thankful Tuesday.

I also did not want a sudden drop after Thankful Tuesday, so I created a comprehensive strategy to keep the company revenue up through December.

Results:

Not only did we replicate the success of 2017, we we did better by another 47.51% ! We checked boxes for revenue: 47.51% growth, traffic: 30.46% growth, total orders: 52.48% growth and conversion rates:41.32% growth.

Here is a chart showing results