The document provides 10 tips for retailers to succeed on Black Friday, including setting trading rules, knowing your audience, developing a channel strategy, creating dedicated landing pages, collecting shopper insights, developing personal relationships, building strategic partnerships, simplifying shopping journeys, optimizing for search, and kicking off conversations to drive sales. It also shares statistics on the growth of Black Friday sales in recent years and tips for retailers to plan their 2017 Black Friday strategies.

1. @JohnARowley
JohnAlexanderRowley.com
DEAL OR NO DEAL?
10 TIPS TO WIN AT
BLACK FRIDAY
@JohnARowley

2. @JohnARowley
JohnAlexanderRowley.com
John Alexander Rowley
Passionate about growing online business.
10+ years in digital marketing.
Work for Ferrero ($13b per year).

3. @JohnARowley
JohnAlexanderRowley.com
Black Friday is coming...

4. @JohnARowley
JohnAlexanderRowley.com
£6.5BN IN 7 DAYS
Black Friday 2016 saw sales of £1.23bn,
a +12.2% increase on Black Friday 2015.
Streets deserted as shoppers go online and avoid the high streets
http://www.independent.co.uk/news/business/news/black-friday-2016
This year more than 500,000 people visited Argos' website in the first hour of Black Friday this morning, new chief
executive John Rogers told the Today programme. That’s up 50% compared with last year.
Black Friday ‘online sales rise by 12% from last year’
www.bbc.co.uk/news/business-38157560
The retail industry’s ‘Black Friday’ marketing campaign led to a 12% rise in online spending. Online sales accounted for
15.8% of retail spending, a 2.5 percentage point increase compared to 13.3% in November 2015.
Bargain hunters ignore Black Friday stores for online shopping
www.telegraph.co.uk/bargain-hunters-ignore-black-friday-stores-online-shopping
Figures showed footfall on Friday falling by 7% on the high street and 5% at shopping centres compared to 2015.
Online sales however rose by up to 25%, figures from PCA Predict showed.
RECAP ON
LAST YEAR

5. @JohnARowley
JohnAlexanderRowley.com
12 WORKING DAYS
Consumer research peaked 3 weeks before
Black Friday last year (Nov 7th).
Searches for “Black
Friday” are 40%
higher in October
2017 vs 2016.
Hitwise
When is Black Friday 2017 and how can I find the best deals?
www.telegraph.co.uk/black-friday/black-friday-date-best-deals/
3 days ago - You might want to keep track of Black Friday if you love a bargain or you're saving up for something big, as
the biggest shopping day of the year is less than a month away.
LOOKING
FORWARDS
TO 2017

6. @JohnARowley
JohnAlexanderRowley.com
10 TIPS
★ Set your trading rules
★ Know your audience
★ Have a channel strategy
★ Create a destination
★ Collect shopper insights
★ Develop personal connections
★ Build strategic partnerships
★ Simplify shopping journeys
★ Optimise for search
★ Kick-start conversation

7. @JohnARowley
JohnAlexanderRowley.com
SET YOUR
TRADING
RULES
TIP1 25% Off All 2018 Snowboards - Black Friday Deals
.AD. www.snowboards-R-us.co.uk/snowboards/black-friday
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ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.
Mens snowboards Black Friday
Deals
Womens snowboards Free Gifts
Available
Free Gift When You Spend £200 - Black Friday Deals
.AD. www.snowboards-R-us.co.uk/snowboards/black-friday
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ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.
Mens snowboards Black Friday
Deals
Womens snowboards Free Gifts
Available
Promotion A - 50% off
Promotion B - Free Gift

8. @JohnARowley
JohnAlexanderRowley.com
Hannah
35, Female,
2x daughters
Tina
65, Female, Retired
sketch artist
Pete
44, Male, Taxi driver,
Highly political
KNOW YOUR
AUDIENCE
SEGMENTS
TIP2
Premium shopper Buys in bulk Discount-junkie
No deal 3 for 2 50% off

9. @JohnARowley
JohnAlexanderRowley.com
Email Premium message 3 for 2 50% off
HAVE A
CHANNEL
STRATEGY
TIP3
Affiliates Reviews Cashback 50% off
Social
Promote
Black Friday
Promote
Black Friday
Promote
Black Friday
Paid Free delivery
Shopping
campaigns
Product specific
search ads

10. @JohnARowley
JohnAlexanderRowley.com
CREATE A
DESTINATION
TIP4
Generic landing page Specific landing page Pre-event pages
FIRST NAME*
EMAIL ADDRESS*
PHONE NUMBER
SUBMIT

11. @JohnARowley
JohnAlexanderRowley.com
COLLECT
SHOPPER
INSIGHTS
TIP5 25% Off £40 Orders - Black Friday Deals
.AD. www.vouchercodes.co.uk/black-friday/
Save 25% today when you spend £40
with the UK's biggest voucher code website
£10 Off £40 Orders - Black Friday Deals
.AD. www.vouchercodes.co.uk/black-friday/
Save £10 today when you spend £40
with the UK's biggest voucher code website
Off-site split tests On-site split tests
25%
off £40
orders
£10
off £40
orders
Post purchase surveys
Heatmapping

12. @JohnARowley
JohnAlexanderRowley.com
DEVELOP
PERSONAL
RELATIONSHIP
TIP6 Individual
Name
Location
Gender
Segment
Affluence
Product preference
Brand sentiment
Behavioural
Purchase history
Engagement
Browse frequency
HI, PAUL
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01158 242 212
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18” 10-spoke
Now £199
Buy now Buy now Buy now
Set of Chrome pedal pads
Minimalist design, precise
workmanship.
Was £250, Now £165 Buy now

13. @JohnARowley
JohnAlexanderRowley.com
BUILD
STRATEGIC
PARTNERSHIPS
TIP7
Vouchercode sites Cashback sites Partnerships

14. @JohnARowley
JohnAlexanderRowley.com
TIP8
SIMPLIFY
SHOPPING
JOURNEYS
Incremental sales
Promotional copy
Great ROAS
Local inventory

15. @JohnARowley
JohnAlexanderRowley.com
Currys | TVs, Washing Machines, Cookers, Cameras, Laptops
https://www.currys.co.uk
Massive Range of TVs, Washing Machines, Cookers, Cameras, Laptops, Tablet PCs and more.
✓ Free Home Delivery or ✓ Reserve Online & Collect In-Store.
TIP9
OPTIMISE
FOR SEARCH
Currys | Best Technology Deals On Black Friday 2016
https://www.currys.co.uk
We brought you some incredible deals for Black Friday last year, and this year we’re bringing you
even better deals. Up to 50% off in the Currys Black Friday Black Label event.
70% consumers start shopping without
knowing what they’re going to buy.
Keyword research
“Black Friday” + [Key topics]
Related searches
Include “best” in queries
Content creation
Create relevant content
Last minute link building
Bespoke & optimised pages

16. @JohnARowley
JohnAlexanderRowley.com
TIP10
KICK-START
CONVERSATION
Have a plan
Use rich media
Engage shoppers
Say Thank You
Drive urgency
Preview events

17. @JohnARowley
JohnAlexanderRowley.com
10 (MORE) TIPS
★ Countdown timers
★ Paid retargeting
★ Abandoned baskets
★ Geo-targeted social ads
★ Generate anticipation
★ Multi-channel deals
★ Enter ‘code freeze’
★ Mobile experience
★ Attribution modelling
★ Remember brand values

18. @JohnARowley
JohnAlexanderRowley.com
DEAL OR NO DEAL?
10 TIPS TO WIN AT
BLACK FRIDAY