Black Friday 2022 is the biggest and most effervescent edition since the appearance of the concept in Romania, with almost the entire range of products included in the promotion and intensively promoted offers for bank loans and installments for shopping in local stores and abroad, unlike previous years, shows an analysis by White Image, the largest email marketing company in Romania.
According to the company, retailers who launched their Black Friday deals as early as possible saw up to 10 times more orders per day compared to a day without discounts.
“This year there is a greater effervescence in the financial area regarding bank loan offers and an increased number of installments, up to 40, for purchases in Romania. At the same time, the possibility of purchasing in monthly installments anywhere in the world, from physical or online stores abroad, is also highly promoted. In fact, in the last 2-3 years, banking institutions have started to prepare Black Friday offers, but especially this year we see an intense promotion of their services to help customers pay the desired products in monthly installments, in some cases without interest, a facility increasingly appreciated by Romanian consumers”, says Andrei Georgescu, co-founder of White Image.
At the same time, the growing Black Friday campaigns are also made by telecom service providers on mobile phone, cable TV and internet subscriptions, DIY stores on home improvement and garden products and cosmetics on the whole range of products, but also the suppliers of thermal installations and other heating solutions. Electronic and household appliance and fashion stores still have the largest volume of promotional products.
“The number of products in the Black Friday campaign depends on each retailer and its sales policy – generally between 25% of the stock and the entire range of products, being companies that prefer to gradually include products in the campaign, using them as pretext for communication and drawing attention to the offers. I believe that a wide range of products and financing options that offer the consumer a great shopping experience during this period will be a strong asset for retailers. Thus, consumers will purchase as many products as possible, maybe even those they cannot afford during the year, and will not go to the competition, remaining loyal to the store”, explains Grațiela Lupu, Managing Partner of White Image.
According to an analysis by the email marketing company, retailers who started their Black Friday campaign earlier than November 11 saw up to 10 times more online orders per day compared to a normal day. Thus, companies have between 30% and 200% increases in transaction volume.
Expecting up to 200% more sales, companies invest on average between 3,000 and 15,000 euros in preparing campaigns and promoting products or services via email and SMS on Black Friday, according to White Image. In order to maximize sales, part of the investment is concentrated in technology for creating the profile of the target audience, which involves two effective tactics: directly – by obtaining answers through various questionnaires about the preferred products and indirectly – by monitoring the behavior of users in the online environment regarding the products previously viewed or ordered on a website.
“With the help of such information, more attractive messages can be created. For example, if we know that a person is interested in sportswear and this product category is included in Black Friday, we recommend that sportswear be displayed on the first lines in the email with offers sent to that person. Also, it would be even better if the email subject also referred to the category of sports products. These tactics increase the probability of reaction, either accessing the website or placing the order by more than 50% because the potential customer receives an advertisement for the products he needs”, concludes Andrei Georgescu, co-founder of White Image, about how Black Friday sales can be increased.