In Your Shoe is an e-commerce fashion brand helping Millennials & Gen-Z to express themselves through fashion in a unique way. Me & Ezz (My Cofounder), believe that being from the same age, same culture & speaking the same language as our customers, make us the ideal people to be In Your Shoe.
In Your Shoe is 3 Black Friday years old brand, and I would love to share a couple of insights we learned during the journey.
Why Black Friday is a big deal?
Black Friday is the one time out of the year where brands can lower their prices, without losing the brand integrity. It might come as a surprise for you, but our main objective in Black Friday isn’t more sales or revenue, it’s all about focusing on bringing new customers and convincing them with all the red sales tags into placing their first order from In Your Shoe. Revenue comes next.
To understand the importance of Black Friday for us, 3 years ago on our first Black Friday, it was the day we decided to leave our jobs and focus full time on the brand, after the potential we saw in the sector. Back then, we had only an Instagram page & 12 socks’ variants. As of today, we have more than 500 variants of products from head to toe on the website.
Why did we start so early?
In the last couple of years, many retailers begin their Black Friday offers a month or so before the actual Black Friday, so it became more of a Black November. Doing so has so many advantages, such as people get into the shopping mood early this month, so you better start your offers early as well to catch their pockets while they’re still full. It also gives you more time into acting towards customer actions and modifying your tactics based on their behavior.
We started early as well, announcing a sale on a different product line every week, till we reached the weekend of Black Friday where all discounts were active for the whole weekend.
D I F F E R E N T I A T E
This is the most exciting part, always put yourself in the customer’s shoe. All brands are doing huge discounts, so you need to be smart with your brand’s tactics in order to win their cash. It’s all about communication, sometimes ’50% off’ is stronger than ‘Buy 1 Get 1’, or maybe there is even a sexier way to say it, at the end it’s the exact same offer! You don’t need to have the biggest percentage sale to win, you just need to communicate it the right way.
Play It Smart & Simple
While we were planning our strategy for the big day, we were afraid of Al Ahly Vs. Zamalek match time, as we were expecting a huge loss on traffic & engagement on the usual peak (9-11 PM), because everyone will be either watching or talking about the match on social media, and we didn’t want to lose two hours from the big day
Two hours before the match we had an instant idea, posting the below story at 9:00 PM sharp, communicating a flash 15% extra off on all discounted products, with no cap only for the next two hours.
The conversion went crazy because basically, it helped people across the funnel to go and complete their purchase right away. Most of the purchases came from people who previously checked the products, added to their cart, or initiated checkout without completing the purchase. It also helped to get new people to enter the funnel and complete their purchase quickly, fearing of missing out on a great deal.
We ended up getting orders in those two hours of the match, as much as we got throughout the whole day. We reached our all-time peak, selling an item every 53 seconds for two hours straight, turning the lowest expected point to the highest peak we got in the brand’s journey so far.
Ship Fast Fast Fast
This is so tricky, as an online business we always need to ship orders as fast as possible, as people are waiting for their orders and we all get grumpy when there is a delay.
Cash On Delivery is something we kind of invented here in the region, it’s a service that does not exist in Europe & USA for example, where you need to complete your payment before receiving your order.
COD is a double weapon, it gives people who don’t have credit cards or still not comfortable paying online the opportunity to shop online, but it has a couple of disadvantages as well when it comes to operations. Simply the customer is not committed to the purchase, which means they can cancel it anytime without bothering to inform the business (those are horrible people, please don’t do this).
So why is the percentage of the canceled order higher during discounts’ season? Some people keep ordering stuff and they are supposed to pay for all of them on delivery, and then they find out they’re shopping high or they ran out of cash, so they either inform the courier they don’t want the order or stop answering their calls (Those are horrible people too).
I am already excited for the next Black Friday, or you know what, it doesn’t have to be black and doesn’t have to be Friday 😉
Let’s talk e-commerce, let’s talk growth.