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Black Friday is coming up on November 29, 2024 - a day that not only generates record sales in the B2C sector, but also represents a significant sales opportunity in B2B. To participate successfully, however, early and well thought-out planning is essential. Many companies believe that such promotions don't work for consumables - after all, customers buy these products, such as in the wholesale building trade, exactly when they need them.
The assumption is that a campaign would only reduce margins without increasing sales figures. However, this is a widespread misconception. It is important to stay in the customer's mind, because in addition to consumables, there are often machines and other products for which impulse purchases are made. Even if this is not the case, it could make sense to put together a small bundle - such as offering an additional accessory during the promotional period. This keeps the conversation positive.
1. start planning at an early stage
Success on Black Friday begins long before the event. Experts recommend starting planning at least two to three months in advance. For B2B companies, this means not only defining the marketing strategy, but also optimizing the logistical processes. A key point in this phase is to check stock levels: How high is the demand for certain products and how can timely delivery be guaranteed? A sell-out that jeopardizes the business relationship should be avoided at all costs.
2. communication: inform customers and partners in good time
Early communication is the key to a successful Black Friday strategy. Retailers should inform their customers about planned special offers at least two weeks before the event. The best way to do this is via various channels such as newsletters, social media platforms and direct emails. This allows B2B customers to prepare for the upcoming discounts and plan their orders in good time.
Another important aspect is the cooperation with partners and intermediaries. They also need to be informed about the offers and the Black Friday process at an early stage in order to ensure smooth cooperation. Clear coordination between all parties involved prevents bottlenecks and misunderstandings.
3. announce offers in good time
Another crucial step in the preparation is the early activation of the offer functions. This should be done at least two weeks before Black Friday. This gives customers the opportunity to take their time to look at the discounts and, if necessary, place orders before the big day. This approach not only helps to get an overview of demand, but also relieves the rush on the actual Black Friday.
4. design targeted offers: The focus is on relevance
For the B2B sector, prices are not the only decisive factor - it is much more about the added value that the offerings provide to customers. B2B customers are looking for solutions that will improve their business processes in the long term. The offers should therefore not only focus on price discounts, but also on specific benefits that make the customer's day-to-day work easier. Which products or services are particularly relevant for the target group? Which needs can be covered by Black Friday offers? These questions should be clarified in advance.
Black Friday also offers B2B retailers an excellent opportunity to increase sales and strengthen customer loyalty - provided that preparations are well thought out and initiated early on. With a clear communication strategy, well-thought-out offers and forward-looking stock planning, you can not only benefit from the short-term sales potential, but also retain your customers in the long term.