How ABOUT YOU is using WhatsApp for Black Friday 2023 [November 23]

Our clients made €3 million on Black Friday with WhatsApp in 2022. This year, we expect these numbers to go 💥 Here's ABOUT YOU's advice on how to plan for a successful Black Week in 2023.

ABOUT YOU is a German online fashion retailer based in Hamburg. Founded in 2014, it quickly expanded its presence to 24 European countries, and is now a dynamic force in the industry.

It's also a charles client ❤️

ABOUT YOU started its WhatsApp journey with us in early 2022. In September, to share its successes and learnings for other curious markters, we did a webinar together about: "How to plan for a successful Black Week."

In the webinar, Steffen Sieber, Senior CRM manager at ABOUT YOU gave valuable insights into how WhatsApp works at ABOUT YOU. He shared his team's Black Friday plans and some tips for how to maximize revenue success in WhatsApp. Take a look on YouTube or in the video below.

Watch the ABOUT YOU webinar on how to plan for Black Week on WhatsApp

Guide to Black Friday 2023 in WhatsApp

Before you see how ABOUT YOU is tackling Black Friday in 2023, feel free to take a look at our complete guide to Black Friday in WhatsApp: How to turn one-time leads into all-time customers.

Learn how to:

• Plan well: A strategy to implement that complements (not replaces) your other marketing channels
• Campaign well: Advice for how WhatsApp campaigns that stand out and optimize for Black Friday revenue generation
• Retain well: Tips to keep these excited customers engaged in the long term for stable revenue generation
  
  

Now back to ABOUT YOU.

Setting the scene: ABOUT YOU's need

ABOUT YOU is now a very large brand. Strategy is important. Here's an insight into its business needs and goals. 

Make every customer feel special

ABOUT YOU's aim is to give customers a direct line to ask questions and get help in real-time. It wants to recreate the cozy feeling of shopping in a store but online.

Boost shop earnings and customer happiness

ABOUT YOU has 2 main business objectives:

1. Personalize the customer experience – by understanding individual needs and having direct one-on-one conversations with customers
2. Enhance customer engagement and rekindle customer interest – by replacing traditional and crowded email communication channels with a fresh one: WhatsApp marketing

“Conversational messaging is the single biggest paradigm shift taking place in the communications between brands and consumers”

1. Integrate WhatsApp into your marketing stack

This is the process ABOUT YOU took to add WhatsApp to its marketing mix: 

1. Determine the market: The first step was market research. ABOUT YOU conducted a thorough market analysis to determine where WhatsApp would most effectively fit into its communication strategy.
2. Get a WhatsApp Number: Next, ABOUT YOU obtained a dedicated WhatsApp number.
3. Partner with charles: Partnering with charles was a crucial part of ABOUT YOU's strategy. This collaboration not only streamlined the integration but also significantly expedited the process. In fact, with charles' support, ABOUT YOU managed to set up WhatsApp in just 48 hours. 

2. Collect opt-ins at a low cost

The second critical step was the acquisition of opt-ins, ensuring full compliance with GDPR regulations and respecting customer privacy:

• Launch opt-In campaign: The primary objective was to channel all ABOUT YOU customers towards WhatsApp. So ABOUT YOU launched an "opt-in campaign," cleverly tapping into the "fear of missing out" (FOMO) trend. Working in collaboration with its label partner Guido Maria Kretschmer Fashion, it unveiled this campaign with an engaging Instagram story that directed users to a dedicated link.
• Bring customers into WhatsApp: This link offered customers access to an exclusive code, attainable upon WhatsApp sign-up. The magnetic appeal of exclusive offers and behind-the-scenes insights from celebrated influencers was the key in driving sign-ups and fostering a sense of community.

Brands have the flexibility to explore a range of marketing approaches. These can include seamless shop integrations and CRM channels like newsletter banners and integrations.

Companies can also venture into innovative methods, such as Meta's click-to-chat ads and strategically placing QR codes on posters, to heighten customer engagement.

These multifaceted efforts underscore their dedication to delivering a dynamic and personalised shopping experience.

3. Ensure quality leads with low opt-out rates

To ensure that quality leads were consistently generated with minimal opt-out rates, ABOUT YOU implemented a variety of campaign types, each with its unique strengths and outcomes. While these campaigns were not flawless, they served as valuable testing grounds for optimisation:

• FOMO campaign: ABOUT YOU initiated "fear of missing out" (FOMO) campaigns, driving a sense of urgency and exclusivity. While opt-out rates were low, it was considered a valuable testing phase.
• Collection drops: The team introduced "collection drops," a highly targeted campaign that leveraged data from the FOMO campaign. This approach entailed not offering discounts but prioritising the first shoppers for new collections. The campaign yielded positive results.
• Sale campaigns: Sale campaigns were another avenue ABOUT YOU explored, offering early access and promotional codes to customers. This tactic not only provided customers with attractive deals but also achieved a high conversion rate.
• Product finder: A "Product Finder" campaign was devised as a unique approach. This involved directly engaging female customers and seeking their preferences, such as choosing between a summer dress or a two-piece outfit. This personalized campaign resulted in a robust and positive response.

These campaigns exemplified ABOUT YOU's commitment to testing and refining their strategies for lead generation and customer engagement. While not without imperfections, they provided valuable insights for future optimisation.

4. Prepare for Black Friday success

As you gear up for the Black Friday shopping frenzy, it's crucial to ensure your approach is not only effective but also authentic and respectful of your customers. Here's how to get ready:

1. Use opt-in channels for account growth: Utilise opt-in channels to organically grow your customer base. This approach not only expands your reach but also ensures that customers willingly engage with your brand.
2. Create a Feeling of Exclusivity: Black Friday is the perfect opportunity to evoke a sense of exclusivity among your customers. Offer early access, exclusive discounts, or sneak peeks to make them feel special and valued.
3. Multi-Channel Management: Efficiently manage your Black Friday campaigns across various CRM channels. Ensure a consistent and cohesive messaging strategy, allowing customers to interact with your brand seamlessly.
4. Personalization and segmentation: Personalise your messages to cater to individual preferences and shopping behaviours. Effective segmentation ensures that you don't inundate your customers with irrelevant messages. Tailor your offers to what each customer values most.
5. Reliability and authenticity: First and foremost, maintain reliability and authenticity in your communication. Avoid spammy messages and strike a balance between message volume and relevance. Consider sending messages once a month or every two weeks to keep your customers engaged without overwhelming them.
6. Keep it simple: Keep your messages simple and to the point. Clarity is key, especially during the busy Black Friday period when customers are bombarded with offers.
7. Content testing: Different audience segments may respond differently to your messages. Conduct content testing to gauge audience reactions and adjust your approach accordingly. It's essential to understand your customers' preferences and refine your strategy accordingly.

By following these steps, you can make the most of Black Friday while ensuring a positive and respectful shopping experience for your customers.

5. Avoid 5 common WhatsApp marketing pitfalls

Not exactly a step, but a reminder to keep these learnings in mind. As you navigate Black Friday preparations, it's equally important to be aware of potential pitfalls and avoid these common mistakes:

1. Not caring about opt-in handling and data privacy: Don't disregard the importance of opt-in procedures and data privacy. Ensure that you follow proper opt-in practices and respect customer data privacy to maintain trust. (See more in WhatsApp and GDPR: the basics for businesses.)
2. Treating the channel as "another CRM channel": Avoid the mistake of considering WhatsApp as just another CRM channel. Recognize its unique characteristics and capabilities to maximise its effectiveness.
3. Missing out on personalization: Personalisation is key. Failing to personalize your Black Friday messages may lead to missed opportunities. Tailor your offers and recommendations to individual customer preferences.
4. Scaling up too quickly: While it's tempting to scale up rapidly, it's essential to start conservatively. Take the time to understand the channel and its dynamics before expanding. Scaling up too quickly may result in inefficiencies and wasted resources.
5. Ignoring customer feedback: Pay attention to customer feedback. Ignoring their opinions or concerns can lead to customer dissatisfaction. Use feedback to fine-tune your approach and continually improve.

Every WhatsApp campaign should give your customers a positive, trusted experience. Don't let the Black Friday frenzy make you forget basic marketing tenets and ethics.

To sum up: plan well, execute well, retain well

To succeed in WhatsApp on Black Friday, you need to plan ahead. This means creating a dedicated WhatsApp strategy – that fits in with your other channels.

Choose a WhatsApp platform that suits your needs and will be responsive to your requests – and support you on shopping days like this. Without excellent support from your WhatsApp Business Solution Provider (like charles), you may miss creative ideas or overlook platform functionality that will save you time and boost revenue.

By innovating in WhatsApp with charles, ABOUT YOU has opened up a more personal, engaging channel that supports its business strategy.

Watch this space for more results after Black Friday.

If you're looking to stand out on Black Friday and earn customers you'll keep for life, venturing into WhatsApp marketing could be your next step. Get a demo from us now, that address your business goals.