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The most anticipated day of the year has arrived—at least for us! We wish everyone great sales, with plenty of responsibility, profit, and respect for the consumer.
If there is one way to describe Check Commerce's preparations for Brazil's most important e-commerce date, one word sums it up: planning.
Below, we will share some of the activities carried out during the 60 days leading up to Black Friday to ensure Check Commerce customers could make the most of the most important promotion of the year.
The Check Commerce team began planning the initiatives 60 days in advance. Black Friday strategies had to be synchronized with collection launches and other holidays to avoid compromising sales before and during the promotion.
An action plan was developed for each customer, allowing the team to synchronize initiatives with each brand and boost results through activations in channels not managed by Check Commerce, such as events, physical stores, and communities.
In just 45 days, email capture pop-ups increased the lead base for some customers by 41%, potentially boosting sales throughout 2018.
Check Commerce's agile project management methodology enabled the team to keep track of various customer requests and streamline the approval of marketing materials within the action plan's deadlines.
The management team was the first to get moving, producing a large volume of content and design work and ensuring the first batch of materials was ready ahead of schedule. In total, 326 materials were produced, including emails, banners, and ads.
With the materials ready early, customer relationship workflows were created to inform and prepare customers from each brand for the special date. The main notifications included anchor product announcements, segmented notifications, and immediate conversion emails.
To track customer results, dashboards were developed for each team to monitor its metrics. The executive team analyzes sales data, management monitors traffic sources, customer service tracks response SLAs, and logistics follows the status of shipments.
All networks were activated, and all customers were reached with themed Black Friday ads through programmatic media and remarketing on Google, Facebook, and Instagram. Instagram Stories ads were the promotion's biggest surprise, generating high levels of engagement.
Not only did the promotion mobilize the entire team for the special date, but each customer will also receive new merchandising and launch various products after the promotion ends. All of this will go live at midnight on Sunday or on Monday after Cyber Monday.
Inventory was bolstered for some stores, increasing stock by up to 65%. To avoid missing out on sales, some customers transferred items from physical stores to the Check Commerce Distribution Center.
Having products is not enough. Logistics were fully reinforced with more packaging, an extra shipping team, extended hours, and more pickups throughout the weekend.
In total, the Check Commerce team dedicated 2,352 hours to Black Friday alone. That does not include the one hour spent creating this post, which was also produced in advance and scheduled for publication at 11:45 p.m. on Thursday.
Happy shopping! Happy selling!
