How to achieve a successful Peak

Black Friday is less than 5 weeks away, with Christmas not far behind, but for a lot of retailers the preparation for the Golden Quarter is already done. According to recent data from IMRG, more and more brands are preparing earlier for Black Friday, with 53% more retailers starting their campaigns earlier in 2023, than in 2022. 16% of those surveyed said they would run campaigns as early as the first week of November and this is apparent with brands such as Currys launching their Black Friday deals before the 1st of November.

What does this mean for retailers?

With so much competition in retail, the pressure is certainly on to make sure customers choose your business for their Black Friday purchases. It’s necessary to make sure you’re ahead of the game and planning ahead for Peak is crucial- this limits mistakes and allows things to run as smoothly as possible. Retailers need to be prepared for more people shopping online and to ensure maximum visibility for your brand and products during this period, retailers should make sure their feed is up to date with the correct products and up-to-date promotional pricing.

Here are our top 5 tips for a successful Peak:

• Ensure that your feed is optimised, including adding missing GTINs, relevant attributes to your titles/descriptions to increase relevancy. Read our feed management optimisation blog for our top tips.
• Make sure that your feed is regularly updated to reflect stock changes and promotional pricing.
• Use omnichannel to your advantage – enhance your PMax campaigns to drive online sales, targeting audiences across a range of channels, and take advantage of Local Inventory Ads (LIAs) promoting in-store as well as online.
• Move customers through the funnel, with key touch points along the way to reduce drop out.
• Use a 3rd party CSS, like Productcaster, to make sure you’re getting more for your money vs through Google.

Implementing just a few of the tips above could be the difference between a customer and a missed opportunity, and in such a competitive market, having the advantage is key.

If you want to learn more about how to succeed this Peak or how to get a 20% discount on your CPCs, drop us a message on LinkedIn or email info@productcaster.com.

Written By Jasmine Bardshaw