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The 3 M's of Cyber Monday


The Black Friday furore is over, cue Cyber Monday hysteria to follow. Unlike its pre-weekend counterpart, Cyber Monday was created to drive shopping online, rather than in-store. Is your business getting involved?


Adobe Digital Insights recorded a new high in Cyber Monday spend in 2016, with $3.45 billion spent in the US alone. It was a record-breaking day for online sales confirming e-commerce is big business. If you're an online or omnichannel retailer there's plenty to get excited about. If you are choosing to get involved, don’t forget the 3 M’s of Cyber Monday;

Marketing

The 3 M's of Cyber Monday

Get the message out there by all means possible. If you’re an omnichannel retailer, get posters up in-store. Don’t neglect social media. Why not use a free social media scheduling tool like HootSuite or Buffer. This will allow you to schedule posts on your different platforms. Do you have a mailing list? Let your existing customers know about the event through a newsletter email or promotion. MailChimp is a fantastic tool for creating professionally branded marketing campaigns on a budget.

Manage expectations

The 3 M's of Cyber Monday

It’s easy to get caught up in the hype, but failing to manage customer expectations can do irreparable damage to your brand and online reputation. Check with your chosen courier for accurate delivery timings. Be aware, there's going to be increased pressure on couriers throughout the whole Thanksgiving weekend. UPS and Comscore surveyed more than 3000 US customers and found that 45% of customers would not be willing to wait more than 5 days for their products. In a time when customer expectations are higher than ever, don’t promise what you can’t deliver!

Make it mobile

The 3 M's of Cyber Monday

Is your website mobile friendly? Last year, 47% of all website visits came from a mobile device, contributing to 31% of the total number of sales. The online customer experience is just as important as if they were in your physical store. A poor mobile experience will put buyers off. You want users to be able to view and buy your products with ease, not frustratedly scrolling for buttons.

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Google has a free ‘Mobile-Friendly Test’ which will analyse your website for mobile compatibility, letting you know how mobile-friendly your site is. If it’s not, you're already losing traffic. Why not take ownership and build your own website. Weeblyis a drag and drop website building facility that is optimised for both mobile and desktop, allowing you to create branded, bold, professional designs that get your business noticed

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Conclusion

Like Black Friday, Cyber Monday won’t be for everybody's business.Jumping on the bandwagon may effectively drive traffic to your online store and introduce new customers to your business. Just remember, it’s only by cultivating a positive experience at all stages of the purchasing journey will you secure loyal custom once the sale is over.



AUTHOR

Erin Heenan

Erin joined Epos Now in 2016 as an in-house content writer for the marketing department, making use of 10 years experience working in busy restaurants. An avid fan of shopping and eating out, she is committed to helping retail and hospitality SMEs get the most out of their businesses.



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