{"id":5758,"date":"2021-10-26T09:29:26","date_gmt":"2021-10-26T09:29:26","guid":{"rendered":"https:\/\/scal-e.com\/?p=5758"},"modified":"2022-09-15T17:54:44","modified_gmt":"2022-09-15T17:54:44","slug":"black-friday-2021-5-idees-marketing-pour-booster-vos-ventes","status":"publish","type":"post","link":"https:\/\/scal-e.com\/fr\/black-friday-2021-5-idees-marketing-pour-booster-vos-ventes\/","title":{"rendered":"Black Friday 2021\u202f: 5 id\u00e9es marketing pour booster vos ventes"},"content":{"rendered":"\n
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Le Black Friday<\/strong>, c\u2019est LA journ\u00e9e shopping que tout le monde attend. Cette tendance qui nous vient des Etats-Unis est d\u00e9sormais bien ancr\u00e9e dans les habitudes de consommation des Fran\u00e7ais, tout comme le Cyber Monday<\/strong> qui termine ce week-end de <\/strong>promotions <\/strong>intensives.  <\/p>\n\n\n\n

A quelques semaines des f\u00eates de fin d\u2019ann\u00e9e, la Black Week<\/strong>, qui aura lieu du vendredi 26 novembre 2021<\/strong> au lundi 29 novembre 2021, est l\u2019occasion id\u00e9ale pour les consommateurs de faire leurs achats en profitant d\u2019offres exceptionnelles.  <\/p>\n\n\n\n

En 2020, les ventes des sites e-commerce ont explos\u00e9es malgr\u00e9 la p\u00e9riode de pand\u00e9mie de COVID-19, avec une<\/strong> croissance de 127% sur les ventes en ligne<\/strong> par rapport au mois d\u2019octobre, d’apr\u00e8s la soci\u00e9t\u00e9 Criteo. <\/p>\n\n\n\n

Pour les marques de\u00a0retail, les e-commer\u00e7ants et leurs responsables,\u00a0une bonne\u00a0strat\u00e9gie marketing<\/a><\/strong>\u00a0est\u00a0donc\u00a0essentielle pour capitaliser\u00a0sur cet \u00e9v\u00e9nement\u00a0commercial\u00a0cl\u00e9 de l\u2019ann\u00e9e.\u00a0<\/p>\n\n\n\n

Une opportunit\u00e9 en or pour booster vos ventes\u202f! <\/p>\n\n\n\n

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1. Relancer les paniers abandonn\u00e9s  <\/h2>\n\n\n\n
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Avec la multitude d\u2019op\u00e9rations commerciales <\/strong>mises en place par les marques pendante le Black Friday<\/strong>, les consommateurs sont sur-sollicit\u00e9s et leur capacit\u00e9 d\u2019attention bien plus courte qu’en temps normal. Ils font des all\u00e9es et venues \u00e0 r\u00e9p\u00e9tition, allant d\u2019un site \u00e0 un autre pour comparer les diff\u00e9rentes offres et trouver la meilleure affaire.   <\/p>\n\n\n\n

Investir dans des campagnes de retargeting<\/strong> ou les emails de paniers abandonn\u00e9s<\/strong> est donc un excellent moyen de relancer les consommateurs qui n\u2019ont pas finalis\u00e9 leurs achats, par faute de temps ou en raison des nombreuses distractions qui favorisent l\u2019oubli et la d\u00e9concentration.  <\/p>\n\n\n\n

Cependant, gardez \u00e0 l\u2019esprit la temporalit\u00e9 du Black Friday<\/strong> et pensez \u00e0 adapter la dur\u00e9e de vos op\u00e9rations en cons\u00e9quence. La p\u00e9riode de relance<\/strong> et la dur\u00e9e de vos campagnes de retargeting<\/strong> doivent \u00eatre drastiquement r\u00e9duites<\/strong>.  <\/p>\n\n\n\n

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\"Black<\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n

2. Miser sur une strat\u00e9gie hors ligne <\/h2>\n\n\n\n
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Utiliser un canal qui n\u2019est pas privil\u00e9gi\u00e9 est une autre fa\u00e7on de vous d\u00e9marquer de la concurrence <\/strong>et vous aidera \u00e0 mettre en avant vos offres par rapport \u00e0 la multitude de publicit\u00e9 en ligne. <\/p>\n\n\n\n

Apr\u00e8s tout, qui n\u2019aime pas les (bonnes) surprises ?\u00a0Remerciez vos\u00a0clients fid\u00e8les<\/strong>\u00a0en leur envoyant par courrier une\u00a0carte cadeaux<\/a><\/strong>\u00a0inattendue,\u00a0un\u00a0code promo<\/strong>\u00a0plus avantageux, une\u00a0invitation VIP<\/strong>\u00a0pour profiter de vos offres en avant-premi\u00e8re… Ainsi, vous am\u00e9liorez l\u2019exp\u00e9rience client\u00a0<\/strong>en leur donnant un sentiment d\u2019importance et d\u2019exclusivit\u00e9.\u00a0<\/p>\n\n\n\n

Le publipostage est une strat\u00e9gie marketing<\/strong> hors ligne efficace. En effet, la plupart de vos concurrents miseront sur le digital et vous aurez plus de chance que vos clients se rappellent de vous en les contactant via un autre canal : en vous invitant directement dans leurs bo\u00eetes aux lettres ! <\/p>\n<\/div>\n\n\n\n

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\"Black<\/figure>\n<\/div>\n<\/div>\n\n\n\n

3. Donner un avant-go\u00fbt de ses op\u00e9rations commerciales <\/h2>\n\n\n\n
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On le r\u00e9p\u00e8te, la concurrence est rude, et vous devez donc redoubler de cr\u00e9ativit\u00e9 pour vous d\u00e9marquer. Donner un avant-go\u00fbt de vos op\u00e9rations commerciales<\/strong> pendant la Black Week vous permet d\u2019attirer l\u2019attention sur vous. <\/p>\n\n\n\n

Attiser la curiosit\u00e9 des consommateurs<\/strong> avant le jour J en leur d\u00e9voilant au fur et \u00e0 mesure ce que vous leur avez pr\u00e9par\u00e9 pour le Black Friday (une bande-annonce, ou teaser<\/em> en anglais) vous donne une longueur d\u2019avance par rapport \u00e0 vos concurrents. Vous pouvez par exemple mettre en place une campagne sur les r\u00e9seaux sociaux<\/strong> o\u00f9 vous leur donnez des indices pour d\u00e9couvrir les offres<\/strong> et avantages<\/strong> qui les attendront lors de cet \u00e9v\u00e9nement tr\u00e8s sp\u00e9cial. Et pourquoi ne pas en profiter pour organiser un concours<\/strong> avec un super cadeau <\/strong>\u00e0 la cl\u00e9\u202f? <\/p>\n\n\n\n

L\u2019occasion de g\u00e9n\u00e9rer de l\u2019engagement<\/strong> avec votre communaut\u00e9<\/strong> et cr\u00e9er de l\u2019excitation, voire le buzz, autour de votre marque. <\/p>\n<\/div>\n\n\n\n

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\"Black<\/figure>\n<\/div>\n<\/div>\n\n\n\n

4. Cr\u00e9er des guides d\u2019id\u00e9es cadeaux <\/h2>\n\n\n\n
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A\u00a0l’approche de\u00a0No\u00ebl, le Black Friday tombe \u00e0 pic pour que les consommateurs fassent des \u00e9conomies sur leur\u00a0budget cadeaux.\u00a0Mais les offres sont tellement nombreuses que le choix s\u2019av\u00e8re difficile.\u00a0Profitez-en pour\u00a0leur\u00a0simplifier la vie\u00a0en leur proposant une\u00a0exp\u00e9rience client originale et personnalis\u00e9e<\/a><\/strong>.\u00a0<\/p>\n\n\n\n

Les\u00a0possibilit\u00e9s\u00a0qui\u00a0s\u2019offrent \u00e0 vous pour cr\u00e9er des\u00a0guides d\u2019id\u00e9es cadeaux<\/strong>\u00a0sont vari\u00e9es.\u00a0Vous pouvez cr\u00e9er des collections sur votre e-shop<\/strong>, un article de blog ou des publications sur les r\u00e9seaux sociaux<\/strong>, lancer une campagne d\u00e9di\u00e9e sur Facebook\u00a0Ads<\/a><\/strong>, cr\u00e9er une collection sur Pinterest, etc.\u00a0\u00a0<\/p>\n\n\n\n

Et par exemple, cr\u00e9er des segments <\/strong>pour chaque groupe de consommateurs identifi\u00e9 au pr\u00e9alable : en fonction de leur situation (famille, en couple, c\u00e9libataire), en fonction des th\u00e9matiques de vos produits (maison, beaut\u00e9, litt\u00e9rature), ou en fonction de traits de personnalit\u00e9 et pr\u00e9f\u00e9rences (pour les gourmands, pour les fashionistas, pour les geeks). <\/p>\n<\/div>\n\n\n\n

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\"Black<\/figure>\n<\/div>\n<\/div>\n\n\n\n

Cr\u00e9er des guides cadeaux vous permet non seulement d\u2019attirer du trafic sur votre site internet<\/strong> et boutique en ligne<\/strong>, gr\u00e2ce au SEO du contenu cr\u00e9\u00e9 autour des th\u00e9matiques cl\u00e9s que sont le Black Friday, Cyber Monday et No\u00ebl, mais aussi de faire connaitre votre marque<\/strong> aupr\u00e8s de l\u2019entourage de vos clients. <\/p>\n\n\n\n

5. Insister sur le FOMO (Fear Of Missing Out) <\/h2>\n\n\n\n
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Le FOMO<\/strong>, c\u2019est la peur de manquer une information ou de passer \u00e0 c\u00f4t\u00e9 d\u2019une bonne affaire<\/strong>. La Black Week <\/strong>\u00e9tant un \u00e9v\u00e9nement extr\u00eamement limit\u00e9 dans le temps, vous pouvez vous permettre d’insister sur le sentiment d\u2019urgence sans pour autant agacer les consommateurs. <\/p>\n\n\n\n

Surfez sur la tendance du FOMO, qui fait partie int\u00e9grante de l\u2019esprit du Black Friday<\/strong> et Cyber Monday<\/strong>, avec des ventes flash <\/strong>par exemple. Donner une limite de temps pour acc\u00e9der \u00e0 une offre acc\u00e9l\u00e8re la prise de d\u00e9cision, encourage l\u2019achat impulsif<\/strong>, et r\u00e9duit ainsi le nombre de paniers abandonn\u00e9s<\/strong>.  <\/p>\n\n\n\n

Ne laissez plus de place au doute et \u00e0 la procrastination… vos ennemis jur\u00e9s pour conclure une vente ! <\/p>\n<\/div>\n\n\n\n

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\"Black<\/figure>\n<\/div>\n<\/div>\n\n\n\n
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Le Black Friday, c\u2019est le moment id\u00e9al pour tester de nouvelles strat\u00e9gies<\/strong>, vous d\u00e9marquer de la concurrence<\/strong> et faire preuve de cr\u00e9ativit\u00e9.  <\/p>\n\n\n\n

Cette ann\u00e9e, le Black Friday aura lieu le vendredi 26 novembre 2021. Il dure g\u00e9n\u00e9ralement tout le week-end et s\u2019\u00e9tend jusqu\u2019au lundi 29 novembre, le Cyber Monday<\/strong>. L\u2019opportunit\u00e9 d\u2019\u00e9tendre vos offres<\/strong> sur les produits que vous avez le plus vendus, ou de r\u00e9compenser<\/strong> les clients qui ont achet\u00e9 vos produits ou services pendant le Black Friday. <\/p>\n\n\n\n

Nous esp\u00e9rons que ces quelques id\u00e9es<\/strong> vous inspireront pour vos campagnes marketing <\/strong>de <\/strong>cette Black Week 2021<\/strong>. D\u00e9p\u00eachez-vous… le jour J approche\u202f! <\/p>\n\n\n

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\n \"\"\/\n <\/div>\n <\/div>\n
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Scal-e, Digital Marketing Hub, vous aide \u00e0 mettre en place des campagnes marketing sur mesure.<\/p>\n\n\n

\n Demander une d\u00e9mo<\/a>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n

Suivez-nous sur LinkedIn<\/a> & Instagram<\/a> pour ne pas manquer nos prochains articles sur ce sujet.<\/p>\n\n\n\n

__________<\/p>\n\n\n\n

Scal-e est une CDP (Customer Data Platform) permettant de connecter plusieurs flux de donn\u00e9es (site internet, points de vente, CRM et autres) dans un seul datamart. Ainsi les marques ont acc\u00e8s \u00e0 des donn\u00e9es propres : des profils clients unifi\u00e9s, des informations \u00e0 jour en temps r\u00e9el, pour mieux conna\u00eetre leurs clients et r\u00e9pondre \u00e0 leurs besoins au bon moment, par le bon canal. Dans la m\u00eame plateforme, les marques peuvent construire leur strat\u00e9gie marketing (audience builder, sc\u00e9narisation, planification, programme de fid\u00e9lit\u00e9) et l\u2019appliquer sans changer de logiciel.<\/em><\/p><\/blockquote>\n\n\n\n

<\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Le Black Friday, c\u2019est LA journ\u00e9e shopping que tout le monde attend. Cette tendance qui nous vient des Etats-Unis est d\u00e9sormais bien ancr\u00e9e dans les habitudes de consommation des Fran\u00e7ais, tout comme le Cyber Monday qui termine ce week-end de promotions intensives.   A quelques semaines des f\u00eates de fin d\u2019ann\u00e9e, la Black Week, qui aura lieu du vendredi 26 novembre 2021 au lundi 29 novembre 2021, est […]<\/p>\n","protected":false},"author":9,"featured_media":6576,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[48,52,67,82,106,107,108,109,110,111],"class_list":["post-5758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing-automation","tag-customer-data-platform","tag-e-commerce","tag-strategie-marketing","tag-black-friday","tag-black-week","tag-campagnes-marketing","tag-cyber-monday","tag-digital-marketing-hub","tag-experience-client"],"acf":[],"yoast_head":"\nBlack Friday 2021\u202f: 5 id\u00e9es marketing pour booster vos ventes - 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