Black Friday, often considered the unofficial start of the holiday shopping season, is an annual event that occurs the day after Thanksgiving in the United States. What was once primarily a one-day, in-store shopping extravaganza has evolved into a multi-day, in-store, and online retail phenomenon.
It has gained global recognition and is celebrated by millions of shoppers worldwide. Salesforce revealed that sales during Black Friday grew by 3.5% to 65.3% billion globally in 2022. This holiday signifies the beginning of the holiday shopping season and is renowned for its massive discounts, doorbuster deals, and shopping frenzy.
In this blog, we’ll delve into segmenting customers for Black Friday sales and explore segmentation strategies for targeted Black Friday promotions.
What is Black Friday Customer Segmentation?
Black Friday customer segmentation is a marketing strategy that involves categorizing consumers into distinct groups based on various criteria, such as geographies, demographics, shopping behavior, and preferences, to better target them with tailored promotional offers and messaging during the Black Friday sales period.
The goal of customer segmentation for Black Friday is to optimize marketing efforts, increase sales, and enhance the overall shopping experience for customers. Below are some common ways customers are segmented for Black Friday promotions.
Key Segmentation Strategies for Black Friday Success
While generic discounts and promotions may have worked, today’s savvy consumers demand more personalized experiences. This is where segmentation strategies come into play, allowing brands to tailor their marketing efforts to specific customer groups, maximizing engagement and driving sales.
1. Demographics-Based Segmentation
Demographic segmentation is one of the fundamental approaches to understanding and categorizing your customer base.
Demographics, such as age, gender, location, income level, and education, provide valuable insights into customer preferences and purchasing behaviors. By segmenting your audience based on these factors, you can craft targeted promotions that resonate with each group. For instance, you might offer young adults discounts on trendy fashion items, or deals to families on family-friendly products.
2. Geography-Based Segmentation
Location plays a significant role in consumer preferences, especially when it comes to product selection and pricing. Geographic segmentation allows you to tailor your Black Friday promotions to the specific needs and interests of customers in different regions or countries. For example, you might offer winter apparel discounts in areas with colder climates or regional delicacies in specific locations.
3. Psychographic-Based Segmentation
Segment your audience based on their lifestyle, values, and personality traits. This requires deeper insights into your target market, which can be gathered through surveys or customer feedback. Understanding these psychological factors enables you to create Black Friday promotions that connect with their aspirations, interests, and motivations.
4. Purchase History-Driven Segmentation
Analyzing customer purchase patterns reveals valuable insights into their preferences and buying habits. Therefore, it’s a good idea to segment your customers based on past purchases.You can identify high-value customers, repeat buyers, and those who have abandoned their carts.
Reward loyal customers with exclusive discounts or early access to sale items. Encourage cart abandoners to complete their purchases with targeted reminders and personalized offers.
5. Last Year’s Shoppers
One of the crucial segments to consider when developing a Black Friday marketing strategy is last year’s shoppers. Segmenting your customers based on their past shopping behavior, focusing on these previous customers, is a highly effective approach for crafting targeted Black Friday promotions.
This strategy enables businesses to reconnect with customers who have previously shown interest in their Black Friday deals. By customizing promotions for this segment, businesses can maximize the impact of their Black Friday marketing efforts, driving sales and delivering a more personalized shopping experience.
6. Browsing Behavior Segmentation
Track visitors’ browsing behavior to understand their interests and preferences. Segment them based on the frequently visited categories, products they view, or items they add to their carts. This allows you to send targeted push notifications or display personalized product recommendations during Black Friday.
Reward highly engaged customers with VIP treatment, early access to deals, or exclusive discounts. Nurture less engaged customers with re-engagement campaigns that showcase the value of your products and services.
8. Cart Abandoners
Cart abandonment, a common occurrence in online shopping, is a significant missed opportunity for businesses. During the high-stakes shopping frenzy of Black Friday, the stakes are even higher, with cart abandonment rates soaring between 77% and 82%, compared to the average of around 70% throughout the year.
This highlights the need for aggregating cart abandoners into a segment to implement effective strategies to recapture these lost sales and maximize their Black Friday profits.
9. Loyal Customers
Loyal customers spend 60%-70% more on products and services than new customers. They are the backbone of any business, and they deserve to be recognized and rewarded.
Segmenting your customers based on loyalty programs, purchase frequency, and customer lifetime value allows you to offer exclusive benefits to these valuable customers. Early access to Black Friday deals, personalized discounts, or VIP shopping experiences can strengthen customer loyalty and drive repeat business.
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Brands that Got Black Friday Segmentation Right!
Apple uses targeted customer segmentation during Black Friday by offering limited-time discounts on its premium products, such as iPhones and MacBooks. They provide exclusive deals and bundles, along with gift cards, to engage customers seeking quality and innovation. Educational discounts cater to students and educators. Both in-store and online, Apple’s exceptional shopping experience creates a compelling engagement strategy.
Target’s Black Friday strategy spans a broad spectrum of customer demographics. They curate discounts on essential household items for families, trendy fashion for young adults, and exclusive deals for Target RED card holders. This multifaceted approach creates a shopping experience that caters to a diverse array of customer segments, ensuring that Target appeals to a wide range of shoppers during the Black Friday sales event.
Effective segmentation is a critical component of a successful Black Friday marketing strategy. By tailoring your promotions to specific customer segments, you can increase the relevance and appeal of your offers, ultimately leading to higher customer engagement and sales.
Whether you choose to segment based on demographics, geography, behavior, or other factors, the key is to understand your customers’ preferences and align your promotions with their expectations. As Black Friday approaches, invest time and effort in segmentation strategies to maximize this retail bonanza and achieve your business’s sales targets.
Harnessing Upshot.ai for Black Friday Marketing Success
In the age of digitization, personalizing your marketing campaigns is the fulcrum upon which customer engagement teeters. This is particularly crucial during high-velocity sales periods like Black Friday.
Upshot.ai emerges as a quintessential partner in this endeavor, offering a suite of features tailored to escalate your customer engagement and boost your sales revenue. Here’s how Upshot.ai can be a catalyst in your Black Friday marketing strategy:
1. Personalized OmniChannel Engagement
Design and orchestrate user engagement campaigns across multiple channels, such as emails, push notifications, in-app messages, SMS, and WhatsApp, all under a single roof. This ensures a cohesive and personalized user experience irrespective of the channel they interact with.
2. Hyper-Personalized Conversations
With Upshot.ai, you can segment and send hyper-personalized conversational messages based on user behavior through channels like WhatsApp, creating high-impact user engagement.
Engage users with gamification elements integrated into your campaigns. Utilize the media library to upload creatives like images, videos, audio files, and gifs which can be instrumental in designing captivating gamification campaigns.
4. Real-time Data-Driven Insights
Upshot.ai’s Live Events and analytics feature provides a window into the real-time activities of users on your application, presenting an opportunity to engage users with timely and relevant interactions. This real-time insight can be instrumental in optimizing campaigns on the fly, ensuring that your marketing messages remain resonant and impactful throughout the user’s journey.
5. Data Management
Manage, transfer, and monitor your data in a highly secure environment. Create aggregates of data to facilitate creating segments, custom reports, and live rules.
6. Real-Time Engagement
Monitor user activities in real time as they navigate through your application. This real-time data can be leveraged to send timely nudges or offers, enhancing user engagement and conversion rates.
7. Customer Journey Orchestration
Craft seamless and consistent cross-channel automated workflows through Upshot.ai’s Journey Builders to engage users across the customer lifecycle on their preferred channels, thereby improving conversion rates.
8. Analytical Prowess
Post-analysis of your campaigns to understand the effectiveness and areas of improvement, enabling optimizations for better performance.
Upshot.ai’s arsenal of features is designed to not only enhance user engagement but also provide a treasure trove of insights to fine-tune your marketing strategies. This Black Friday, leverage Upshot.ai to not only meet but surpass your marketing goals. Ready to take the plunge? Let’s turn the ordinary into the extraordinary together. Book a demo, and let’s get started! 🚀Follow @upshot_ai