{"id":9031,"date":"2019-07-16T11:18:47","date_gmt":"2019-07-16T18:18:47","guid":{"rendered":"https:\/\/www.hollingsworthllc.com\/?p=9031"},"modified":"2019-11-26T14:04:56","modified_gmt":"2019-11-26T22:04:56","slug":"how-to-plan-a-successful-bfcm-campaign","status":"publish","type":"post","link":"https:\/\/www.hollingsworthllc.com\/how-to-plan-a-successful-bfcm-campaign\/","title":{"rendered":"How to Plan a Successful BFCM Campaign"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row type=&#8221;container&#8221;][vc_column][vc_column_text]<\/p>\r\n<p>Black Friday and Cyber Monday (BFCM) may be months away, but e-commerce businesses can&#8217;t risk falling behind in their planning for the biggest sales weekend of the year. In <a href=\"https:\/\/news.adobe.com\/press-release\/experience-cloud\/adobe-analytics-data-shows-cyber-monday-broke-online-sales-record-79\">2018 <\/a>alone, Black Friday saw $6.2 billion in revenue, while Cyber Monday shattered records with $7.9 billion in revenue.<\/p>\r\n<p>\r\n\r\nBoth of these numbers ignore the staggering $3.7 billion in revenue hauled in on Thanksgiving Day.<\/p>\r\n<p>\r\n\r\nSales don&#8217;t increase each year by accident. Major businesses are adept at planning ahead, ensuring their sites are streamlined for quick sales and devoting enough resources to prevent slow or crashing websites.<\/p>\r\n<p>[\/vc_column_text][vc_single_image image=&#8221;9093&#8243; img_size=&#8221;full&#8221;][vc_column_text]<\/p>\r\n<p>Before the weekend begins, your business should:<\/p>\r\n<ul>\r\n<li>Have your website ready to go.<\/li>\r\n<li>Create a marketing plan that targets shoppers through email and online advertising.<\/li>\r\n<li>Set key performance indicators (KPIs) and have a plan to reach them.<\/li>\r\n<\/ul>\r\n<p>But planning the marketing and goals of your BFCM campaign is only part of the battle. How are you going to fulfill sales during the busiest time of the year for sales and shipping? How will your supply chain react to the sudden increase in activity \u2014 and the subsequent drop?<\/p>\r\n<p>To run a successful BFCM campaign, your business needs to work with its <a href=\"https:\/\/www.hollingsworthllc.com\/what-is-3pl\/\">third-party logistics (3PL) provider<\/a> to create an end-to-end plan.<\/p>\r\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;container&#8221;][vc_column][vc_column_text]<\/p>\r\n<div class=\"blog-heading-bar\">\r\n<h2>Conduct Demand Forecasting<\/h2>\r\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9094 alignnone\" src=\"https:\/\/www.hollingsworthllc.com\/wp-content\/uploads\/2019\/07\/h2.png\" alt=\"\" width=\"150\" height=\"150\" \/><\/p>\r\n<\/div>\r\n<p><!--.blog-heading-bar -->[\/vc_column_text][vc_column_text]<\/p>\r\n<p>Before you offer mind-boggling deals or start carrying the hottest item of the year, you&#8217;ll want to get an idea of how many sales you can expect to generate.<\/p>\r\n\r\n<p><a href=\"https:\/\/www.hollingsworthllc.com\/demand-forecasting-how-to-forecast-your-supply-chain\/\">Demand forecasting<\/a> is the process of predicting what shoppers will demand, telling you what should be supplied. Multiple forms of demand forecasting exist, from seasonal planning to trend analysis. Of course, seasonal forecasting is easy; you&#8217;re preparing for BFCM, after all! But <em>exactly<\/em> how much of a material or good you should carry is the key.<\/p>\r\n\r\n<p>It may sound difficult, but demand forecasting tools are typically available in most supply chain management software (SCMS). <a href=\"https:\/\/www.hollingsworthllc.com\/how-to-find-the-right-3pl-partner-fulfillment-questionnaire\/\">Your 3PL<\/a> should be conducting demand forecasts to find the perfect levels of goods you should be carrying and preparing to sell.<\/p>\r\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;container&#8221;][vc_column][vc_column_text]<\/p>\r\n<div class=\"blog-heading-bar\">\r\n<h2>Prepare to Scale<\/h2>\r\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9095 alignnone\" src=\"https:\/\/www.hollingsworthllc.com\/wp-content\/uploads\/2019\/07\/h3.png\" alt=\"\" width=\"150\" height=\"150\" \/><\/p>\r\n<\/div>\r\n<p><!-- .blog-heading-bar -->[\/vc_column_text][vc_column_text]<\/p>\r\n<p>E-commerce businesses rarely experience smooth, steady growth. Spikes in sales occur seasonally, and the holiday season accounts for <a href=\"https:\/\/www.supplychain247.com\/article\/addressing_challenges_of_scalability_ecommerce_omnichannel_warehouse\">at least 25%<\/a> of all online sales. Is your business ready to handle that huge increase in sales?<\/p>\r\n\r\n<p>Businesses know that they need to scale up during busy times, but doing so is easier said than done \u2014 one reason why <a href=\"https:\/\/www.hollingsworthllc.com\/outsourcing-vs-in-house-shipping\/\">outsourcing supply chain operations<\/a> can be a huge money saver.<\/p>\r\n\r\n<p>Prepare your business to start scaling early, too. <a href=\"https:\/\/www.emarketer.com\/Article\/Do-US-Consumers-Shop-Holidays\/1014711\">Nearly half<\/a> of BFCM shoppers start planning their shopping as early as October, so they&#8217;re ready to buy once the deals begin.<\/p>\r\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;container&#8221;][vc_column][vc_column_text]<\/p>\r\n<div class=\"blog-heading-bar\">\r\n<h2>Offer Incredible Deals<\/h2>\r\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9096 alignnone\" src=\"https:\/\/www.hollingsworthllc.com\/wp-content\/uploads\/2019\/07\/h4.png\" alt=\"\" width=\"150\" height=\"150\" \/><\/p>\r\n<\/div>\r\n<p>[\/vc_column_text][vc_column_text]<\/p>\r\n<p>No BFCM campaign would be a success without crazy deals! Your business will have an idea of how to price goods to remain competitive without sacrificing the bottom line. But BFCM is much more than just low-cost items.<\/p>\r\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;container&#8221;][vc_column][vc_row_inner content_placement=&#8221;top&#8221; el_class=&#8221;small-icon-title&#8221;][vc_column_inner][vc_raw_html]JTNDZGl2JTIwY2xhc3MlM0QlMjJpY29uLXRpdGxlJTIyJTNFJTNDaW1nJTIwY2xhc3MlM0QlMjJhbGlnbmxlZnQlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy5ob2xsaW5nc3dvcnRobGxjLmNvbSUyRndwLWNvbnRlbnQlMkZ1cGxvYWRzJTJGMjAxOSUyRjA3JTJGaS0wMS5wbmclMjIlMjAlMkYlM0UlMEElM0NoMyUzRVNoaXBwaW5nJTIwRGVhbHMlM0MlMkZoMyUzRSUwQSUzQyUyRmRpdiUzRQ==[\/vc_raw_html][vc_column_text]<\/p>\r\n<p>Shipping and delivery continue to be a dominant factor in customer satisfaction. According to a <a href=\"https:\/\/www.dropoff.com\/blog\/consumers-favor-retailers-with-same-day-delivery-this-holiday\">2018 survey<\/a>, 78% of BFCM shoppers were more likely to purchase a gift that offered same-day delivery, and 92% of shoppers expressed the importance of on-time deliveries.<\/p>\r\n<p>Timely shipping isn&#8217;t the only factor to consider. According to <a href=\"https:\/\/www.retaildive.com\/news\/7-lessons-from-cyber-monday\/511770\/\">Salesforce<\/a>, 85% of the 2019 BFCM orders they tracked had free shipping.<\/p>\r\n<p>Your supply chain needs to be ready to offer fast, free shipping to remain competitive. Scaling up, getting more warehouse space, and increasing warehouse and fleet workers are all critical at this time of year.<\/p>\r\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=&#8221;top&#8221; el_class=&#8221;small-icon-title&#8221;][vc_column_inner][vc_raw_html]JTNDZGl2JTIwY2xhc3MlM0QlMjJpY29uLXRpdGxlJTIyJTNFJTNDaW1nJTIwY2xhc3MlM0QlMjJhbGlnbmxlZnQlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy5ob2xsaW5nc3dvcnRobGxjLmNvbSUyRndwLWNvbnRlbnQlMkZ1cGxvYWRzJTJGMjAxOSUyRjA3JTJGaS0wMi5wbmclMjIlMjAlMkYlM0UlMEElM0NoMyUzRVNhbGVzJTIwRGVhbHMlM0MlMkZoMyUzRSUwQSUzQyUyRmRpdiUzRQ==[\/vc_raw_html][vc_column_text]<\/p>\r\n<p>Your supply chain and what&#8217;s readily available could help determine some of your sales deals. Existing inventory that has been sitting in a <a href=\"https:\/\/www.hollingsworthllc.com\/business-units\/warehousing\/\">warehouse<\/a> costs money, and selling it at an incredibly low price could be more cost-effective than continuing to hold on to it.<\/p>\r\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=&#8221;container&#8221;][vc_column][vc_column_text]<\/p>\r\n<div class=\"blog-heading-bar\">\r\n<h2>Make an Effort With Customer Service<\/h2>\r\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-9097\" src=\"https:\/\/www.hollingsworthllc.com\/wp-content\/uploads\/2019\/07\/h5.png\" alt=\"\" width=\"150\" height=\"150\" \/><\/p>\r\n<\/div>\r\n<p>[\/vc_column_text][vc_column_text]<\/p>\r\n<p>Yes, you should always be making an effort with customer service, but BFCM is a hectic time, and keeping up with each customer request can be overwhelming.<\/p>\r\n\r\n<p>However, this is the most important time of the year for customer service. Most businesses will see large sales spikes during this time, involving both new and existing customers. Making them happy can mean consistently higher sales from growing your customer base.<\/p>\r\n\r\n<p>One effective way your business can address customer service is via social media. The <a href=\"https:\/\/www.jdpower.com\/business\/press-releases\/2013-social-media-benchmark-study\">majority of consumers<\/a> have communicated with a brand via social media, so having a constant presence interacting with customers can have a profound effect.<\/p>\r\n\r\n<p>Your supply chain, from shipping to distribution, will also represent your business for better or for worse. Pick a 3PL that has a record of delivering on their promises, or you may risk losing future customers.<\/p>\r\n<p><br \/><\/p>\r\n<p style=\"text-align: center;\"><strong>[Download Infographic: <\/strong><a href=\"https:\/\/www.hollingsworthllc.com\/wp-content\/uploads\/2018\/10\/Hollingsworth-OrderFulfillment-1200.png\"><strong>An Essential Guide to Order Fulfillment<\/strong><\/a><strong>]<\/strong><\/p>\r\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;container&#8221;][vc_column][vc_column_text]<\/p>\r\n<div class=\"blog-heading-bar\">\r\n<h2>Automate Everything You Can<\/h2>\r\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-9098\" src=\"https:\/\/www.hollingsworthllc.com\/wp-content\/uploads\/2019\/07\/h6.png\" alt=\"\" width=\"150\" height=\"150\" \/><\/p>\r\n<\/div>\r\n<p>[\/vc_column_text][vc_column_text]<\/p>\r\n<p>The less you have to focus on, the better.<\/p>\r\n\r\n<p>Optimize your supply chain to automate everything you can. For example, <a href=\"https:\/\/www.hollingsworthllc.com\/10-best-practices-for-optimizing-warehouses\/\">automating warehouses<\/a> reduces the number of times any stocked items are touched. Every time an item is touched, the risk of damaging or losing the item increases. Automation saves time and decreases this potential risk.<\/p>\r\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;container&#8221;][vc_column][vc_column_text]<\/p>\r\n<div class=\"blog-heading-bar\">\r\n<h2>Plan Beyond BFCM<\/h2>\r\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-9099\" src=\"https:\/\/www.hollingsworthllc.com\/wp-content\/uploads\/2019\/07\/h7.png\" alt=\"\" width=\"150\" height=\"150\" \/><\/p>\r\n<\/div>\r\n<p>[\/vc_column_text][vc_column_text]<\/p>\r\n<p>BFCM may be the busiest time of the year, but it only lasts a few days. Preparing for sales throughout December and the inevitable change of pace that comes with the New Year is just as important as planning for BFCM.<\/p>\r\n<p>[\/vc_column_text][vc_row_inner content_placement=&#8221;top&#8221; el_class=&#8221;small-icon-title&#8221;][vc_column_inner][vc_raw_html]JTNDZGl2JTIwY2xhc3MlM0QlMjJpY29uLXRpdGxlJTIyJTNFJTNDaW1nJTIwY2xhc3MlM0QlMjJhbGlnbmxlZnQlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy5ob2xsaW5nc3dvcnRobGxjLmNvbSUyRndwLWNvbnRlbnQlMkZ1cGxvYWRzJTJGMjAxOSUyRjA3JTJGaS0wMy5wbmclMjIlMjAlMkYlM0UlMEElM0NoMyUzRVNjYWxpbmclMjBCYWNrJTNDJTJGaDMlM0UlMEElM0MlMkZkaXYlM0U=[\/vc_raw_html][vc_column_text]<\/p>\r\n<p>Just as you scaled up during BFCM, you&#8217;ll need to scale back once the record-setting time of year is over.<\/p>\r\n<p>Scaling back, when done correctly, should be relatively easy. This involves reducing warehouse stock, cutting seasonal workers, and anticipating sales for the coming months.<\/p>\r\n<p>With a 3PL, most of the factors involved in scaling \u2014 such as warehouses and workers \u2014 won&#8217;t be your problem to deal with. Having a partner that scales well can bring your costs down to where they need to be.<\/p>\r\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=&#8221;top&#8221; el_class=&#8221;small-icon-title&#8221;][vc_column_inner][vc_raw_html]JTNDZGl2JTIwY2xhc3MlM0QlMjJpY29uLXRpdGxlJTIyJTNFJTNDaW1nJTIwY2xhc3MlM0QlMjJhbGlnbmxlZnQlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy5ob2xsaW5nc3dvcnRobGxjLmNvbSUyRndwLWNvbnRlbnQlMkZ1cGxvYWRzJTJGMjAxOSUyRjA3JTJGaS0wNC5wbmclMjIlMjAlMkYlM0UlMEElM0NoMyUzRURlYWxpbmclMjBXaXRoJTIwUmV0dXJucyUzQyUyRmgzJTNFJTBBJTNDJTJGZGl2JTNF[\/vc_raw_html][vc_column_text]<\/p>\r\n<p>The unfortunate reality of BFCM \u2014 and the holiday season as a whole \u2014 is that returns will happen. <a href=\"https:\/\/www.hollingsworthllc.com\/business-units\/reverse-logistics\/\">Reverse logistics<\/a> isn&#8217;t fun for businesses or consumers, but ignoring this step could push potential return buyers away.<\/p>\r\n<p>Reverse logistics is an essential part of a successful supply chain. This wide-ranging field includes:<\/p>\r\n<ul>\r\n<li>Returns<\/li>\r\n<li>Repairs<\/li>\r\n<li>Recycling<\/li>\r\n<li>Refurbishing<\/li>\r\n<\/ul>\r\n<p>Outsourcing reverse logistics is an excellent way to reduce stress. After all, you may be a little fatigued after working through the busiest time of the year!<\/p>\r\n<p style=\"text-align: center;\"><strong>[Related: <\/strong><a href=\"https:\/\/www.hollingsworthllc.com\/guide-reverse-logistics\/\"><strong>Guide to Reverse Logistics<\/strong><\/a><strong>]<\/strong><\/p>\r\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner content_placement=&#8221;top&#8221; el_class=&#8221;small-icon-title&#8221;][vc_column_inner][vc_raw_html]JTNDZGl2JTIwY2xhc3MlM0QlMjJpY29uLXRpdGxlJTIyJTNFJTNDaW1nJTIwY2xhc3MlM0QlMjJhbGlnbmxlZnQlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy5ob2xsaW5nc3dvcnRobGxjLmNvbSUyRndwLWNvbnRlbnQlMkZ1cGxvYWRzJTJGMjAxOSUyRjA3JTJGaS0wNS5wbmclMjIlMjAlMkYlM0UlMEElM0NoMyUzRVByZXBhcmUlMjBGb3IlMjBNb3JlJTIwU2FsZXMlM0MlMkZoMyUzRSUwQSUzQyUyRmRpdiUzRQ==[\/vc_raw_html][vc_column_text]<\/p>\r\n<p>You&#8217;ve offered low prices and incredible shipping deals, and you&#8217;ve engaged with customers online and fulfilled their returns. What&#8217;s next?<\/p>\r\n<p>When done well, all of these factors can have a hugely positive impact on customers. With any luck, some of them will become repeat shoppers, increasing your nonseasonal revenue.<\/p>\r\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p><\/div>","protected":false},"excerpt":{"rendered":"<p>How can you maximize the profits from Black Friday and Cyber Monday sales? Our guide provides helpful tips for e-commerce and brick-and-mortar stores, alike. <\/p>\n","protected":false},"author":57,"featured_media":9989,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[7],"tags":[],"class_list":["post-9031","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guides"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Plan a Successful BFCM Campaign - Optimize Your Supply Chain Management | Hollingsworth<\/title>\n<meta name=\"description\" content=\"How can you maximize the profits from Black Friday and Cyber Monday sales? 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