It may feel a little early, but as a high-stakes shopping event for Australian retailers, Black Friday Cyber Monday is pivotal to the challenge of effectively connecting with customers.
In this context, the importance of early preparation and strategic communication looms large as BFCM approaches. What’s critical to being BFCM-ready is the understanding that this event – formerly characterised by multiple discount codes and hurriedly sent emails – has evolved into a well-structured strategic endeavour as retailers assemble cross-functional teams, chart out detailed promotional strategies and methodically segment their customer base. The focus for BFCM has now shifted to delivering a seamless and personalised shopping experience aimed at engaging customers in a meaningful way.
“It’s become a complete game changer,” says Chris Haddad, CRM & e-commerce manager for Oz Hair and Beauty, which leverages Sinch MessageMedia for its multi-channel messaging campaigns.
“Previously, we were issuing blanket vouchers or discount codes across 14,000 SKUs, whereas now the biggest challenge is how to ensure we have enough targeted offers without leaving people out, making sure everyone is getting something they want. I feel sorry for everyone’s inboxes on cyber weekend because they’re receiving email after email from morning till night – so we’re now strategically engaging with our audience on the channels they actually use, talking about the products and the brands they like. We’ve gone from that whole ‘send an email to everyone’ to ‘let’s contact them on the channel that they prefer.’”
In marketing for BFCM, the spotlight has now shifted dramatically from email to exceptionally effective SMS campaigns. Research from the Sinch group shows 98 per cent open rates and 36 per cent clickthrough rates for SMS marketing, a level of performance unparalleled by other channels. Retailers getting ahead of BFCM with targeted SMS campaigns have witnessed a paradigm shift in this direct channel to connect with shoppers. In delivering concise, relevant, and compelling messages that grab customers’ attention and drive them to act, SMS has emerged as a winning BFCM strategy.
“The simple reason is that people love their phones,” says Rowan Knight, head of new business for Sinch. “Our research shows that 90 per cent of people check their phones within 20 minutes of waking up, and 65 per cent open text messages within five minutes of receiving them. Reaching people with the right message, at the right time and in the right place, doesn’t mean putting all your eggs in one basket, though – the most successful marketing campaigns for this BFCM will be those that embrace an omnichannel approach and meet customers where they are.”
Conversational messaging is playing a pivotal role in enhancing customer engagement during BFCM and beyond, fostering two-way communication and allowing customers to respond directly to campaigns. This interactive approach not only builds trust but also ensures customers feel heard and valued, ultimately strengthening brand-consumer relationships.
“If we see a response to an SMS, it’s passed straight to our customer service team,” says Haddad. “We’re on top of it straight away, because these offers are short – so we want to get them the best information possible in that brief amount of time. For example, we’re introducing a campaign where you can text us for hair and beauty advice on our new Oz hotline service, which entails a whole conversational exchange pretty much like an SMS with your friend – gathering the information you need about topics related to your own hair type or whatever details you may need.”
“There is one inarguable truth about doing business no matter what industry we’re in – people buy from people they trust,” says Knight. “Of the consumers that we surveyed, 83 per cent stated that the ability to message a business helps them feel more confident about a brand. Their confidence comes from forging relationships with brands that feel human and engaging on their own terms with timely, personalised communications. Conversational messaging allows businesses to do that at scale, so this will become an increasingly critical way for retailers to bond with their customers.”
As retailers navigate this year’s BFCM, they’re best off paying attention to the evolving landscape of customer expectations. Shoppers today demand more than just transactions; they seek engaging, value-added interactions with their favourite brands. To succeed, retailers must adopt a year-round, omnichannel approach to customer communication, which entails enhancing the entire customer journey – from pre-sales promotions to post-sales experiences – and providing options for customers to engage on their preferred channels while maintaining centralised conversation management. This is the path to lasting customer relationships and retail success.
“My advice – and while it’s aimed at cyber weekend, it’s also appropriate across the entire SMS strategy – is just to keep it simple,” says Haddad. “An SMS is 160 characters – so keep it straightforward, find what works and do more of that, and then adjust and optimise as you need to.”
For more information about Sinch MessageMedia and BFCM, click here.
