With Q4 encompassing Black Friday, Cyber Monday, Christmas and News Years promotions, this peak shopping period can be quite crazy for brands finding the right spot in the mix. During these crazy times, it's always good for brands to capitalize on sales patterns, exposure and consumer spending habits when you can.
Here's an overview of what brands can do to boost their performance in Q4 so you can enter a promising peak season.
Recognizing sales patterns
When considering the importance of your affiliate channel to overall online sales during the busiest time of the year, it's important to analyze performance from the year prior. By doing so, you'll be able to identify any trends that occurred and target top-performing affiliates - lending a great start to your planning for this season. A consideration to keep in mind that has evolved over the years, is Black Friday and Cyber Monday events in itself. Years back, these days were once stand-alone one-day events, while in recent years these two days have become week-long shopping events that generate enormous amounts of online sales. From highlighting sales patterns in years prior, brands can ensure exposure and activity are booked in across these entire periods, rather than individual days.
Booking exposure in advance
As you may imagine, Q4 is one of the most competitive times of the year for online retailers, and more specifically in the last few years. To ensure your brand is seen and heard over all the other noise Black Friday and Cyber Monday creates, securing exposure with your affiliates is critical. It is not uncommon for merchants to have exposure booked even before Q4 even begins, so while it's not too late to secure some decent exposure right now, we advise acting fast! Granted, during this time prices increase and exposure can often be hard to lockdown, however if you're working with trusted affiliates that have performed well for you before, it's a sound investment worth locking in.
Converting traffic into sales
While many ecommerce sites see traffic peak during Q4, particularly around the last week of November and before Christmas, conversion rates may not always follow suit. To ensure your brand is capitalizing on the increased traffic, it's important to consider how you encourage these affiliates to convert. To do so, we recommend looking into on-site overlays, re-targeting display campaigns and basket abandonment emails that help potential customers reach the checkout where they otherwise would not. If you don't already have these in place, rest assured you still have time to set these up and ultimately see the pay off quickly within this season.
Ensuring you're reactive
Some retailers may choose to hold off on communicating their Black Friday, Cyber Monday and Boxing Day sales until they can research what their competitors are offering. While there's no harm in taking this approach, we do recommend staying reactive during these busy shopping periods and everchanging shopping habits. Thankfully, with the help of the Newsletter tool in the UI, you can communicate your offers and promotions quickly to your entire affiliate base. Having a plan in place to launch and promote these offers will help you in the long run.
When it comes to affiliate strategies, it's important to remember there's no 'one size fits all approach'. Taking the time to find what works for your brand and goals is crucial to carrying out an effective campaigns.