How to put your best foot forward this Black Friday
Last year a local independent retailer in Cheltenham, Keith Scarrott saw an outstanding Black Friday with sales increased by 994%. Ahead of this year’s Black Friday, we wanted to share some of the lessons learned by the boutique shoe retailer’s CEO, Sophie Scarrott, so that Bira members can learn from her success.
Identify your audience
Keith Scarrott used the Maybe* platform to understand who their audience is and what products would be of greatest interest to them. Utilising social media engagement analytics allowed the business to write and target their Facebook posts and ads to drive footfall in store, and acquire new customers online. This social media strategy increased online traffic by 209%, while average basket size increased by 35%.
Prioritise the right products
When you know what works for your customer, it will work for you.
Listening to the conversation created by their audience revealed an unexpected interest in fashion trainers. Optimising their social media strategy and communications meant that fashion trainers went on to become one of Keith Scarrott’s biggest selling items of 2018.
Under the influence
Working with influencers was a new approach for Keith Scarrott through late 2018. By using Maybe* the brand was able to understand who their best advocates were online, prioritise them accordingly. An insight led approach to influencers encourages brands to get curious and be prepared to try new things.
“Last Black Friday we saw a 998% increase in sales – it was overwhelming, exciting and a result of our changing attitude towards social listening. This activity now underpins our decisions as a business and the insights Maybe* provides means we’re poised for another great Black Friday.”
Sophie Scarrott, CEO Keith Scarrott