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The most anticipated time of the year for shopping enthusiasts - Black Friday and Black Week - is approaching. This is a special period that has become a permanent part of the shopping calendar of Poles. Shoper has analyzed the plans of retailers preparing for record sales.
Last year during Black Week, online stores using the Shoper platform increased their turnover by 27%, achieving record sales. (For: Shoper: "The season for sales. What are retailers preparing Shoper for Black Week and the holidays?") Forecasts for 2024 promise more records, especially in industries that already dominated the fourth quarter a year ago, i.e. books and multimedia, electronics, children's goods, computers, delicatessen or gifts and accessories.
Rising advertising budgets and informed planning a recipe for success during Black Week
According to a report by Shoper, online retailers are well aware that success during Black Week requires not only attractive promotions, but also a strategic approach to marketing and customer service. That's why they prepare for this time well in advance, such as investing more budget in online advertising during this period.
As indicated by data from the "Sales Season" report from Shoper - Google Ads campaigns and social media such as Facebook and Instagram are of particular interest. Last year, it was in the fourth quarter that online store owners Shoper allocated as much as 30% of their annual advertising budgets to promotional activities, which allowed them to significantly increase their reach and revenue. At the same time, entrepreneurs are placing great emphasis on multi-channel sales. Presence on multiple sales platforms helps to reach a wide audience and enables them to better match diverse customer expectations.
Customer satisfaction is key to e-commerce success
An integral part of successfully preparing for Black Week is ensuring the convenience of online shopping and the quality of customer service. Mobile payments, such as Blik or Apple Pay, and fast order processing (within 24 hours) are already standards that customers increasingly consider a necessity. Store owners are also investing in innovative solutions, such as virtual fitting rooms and product recommendation systems, which help enhance the online shopping experience. In addition, more and more retailers are paying attention to environmental issues, introducing, for example, recycled packaging, reducing plastic or using eco-friendly fillers.
- Black Week is not only an opportunity to realize spectacular promotions, but above all a moment when we can show that we understand the needs of shoppers. Every action we take - from cutting-edge solutions to eco-friendly packaging to fast order fulfillment - should be planned with customer satisfaction in mind. It's not just numbers or sales increases, it's a a true dialogue between sellers and buyersthat builds trust and satisfaction. - Comments Barbara Kaleńczuk, Corporate Communications Specialist with Shoper
The full Black Week report is available for download at: https://www.shoper.co.uk/static/reports/season-on-sales-2024.pdf.
About the company Shoper
Shoper is a leader in e-commerce solutions in Poland. The company provides the necessary infrastructure for e-commerce. In addition to software for running an online store, it also offers a range of services to support sales. These include online payments, Digital Ads, logistics services and business financing. Among others, brands such as Gym Glamour, WK Dzik, Irving and Doppelherz operate on the Shoper platform. Since July 2021, Shoper has been listed on the Warsaw Stock Exchange and has been part of the sWIG80 index since December 2021. Check out more information about the company at: www.shoper.pl
Paulina Kaszuba
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