Author: Franz Malten Buemann

Surging inflation and interest rate increases are making American consumers cautious about spending. According to JungleScout’s Consumer Trends Report, 55% of consumers admit that the current inflation has impacted their gifting and spending plans for this year. Such trends can spell trouble for brick-and-mortar stores and eCommerce sites alike. This piece discusses the challenges posed…
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Black Friday this year will be 2022 in a nutshell. The Internet is bursting at the seams with predictions and strategies. In this article, we present you with six of the most prevalent, relevant, or simply interesting ones. We also present you with our take on them. But, most importantly, we suggest what to do about them.

Honorable mentions include toys will go like hot cakes, clothes will sell better than electronics, sales will start early, happen often, and last longer.

You are probably an experienced marketer who knows Black Friday inside out. We will not bore you with unnecessary details. Instead, we decided to point out a few interesting expectations for eCommerce on Black Friday 2022 that experts have frequently noted. These expectations suggest that Black Friday has evolved so that it is no longer just about the prices. We have observed an increasing role of values, Customer Experience, trust, and, finally, Customer Intimacy. 

 

1. You will offer the best deals . . . or the highest prices ever

 

Internet predicts

 

Even with skyrocketing inflation, prices will be better than last year—so goes one common prediction. This prediction is based on the assumption that the supply chain issues plaguing eCommerce last year will not impact this year’s sales. Some have observed that this year, many retailers, including Walmart, Target, Gap, Nordstrom, Macy’s, and Kohl’s, have a glut of inventory. If they cannot unload it in the coming month, which is unlikely, they will likely offer it at steep discounts on Black Friday and Cyber Monday. Consequently,  customers should expect Black Friday–level savings in addition to “official” promotions.

However, we cannot ignore the impact inflation will have on deals. “Stores are suffering,” says Priya Raghubir, professor of marketing at New York University’s Stern School of Business. “Their fixed costs remain high, and the revenue is shrinking. So they can’t afford to offer deep deals.”

Inflation has hit some specific categories of goods harder than others. For example, food prices have increased more than clothing prices. Shoppers may find that the quality of deals depends on what they buy. 

 

Our take on it

 

Of course, how you set Black Friday prices varies greatly depending on your industry. It is unrealistic to expect that your inventory in energy carriers or top-tier graphic cards will expand, while fashion and clothing eCommerce will be in an entirely different situation. 

In this case, your transparency and honesty in communication with customers will be important. We will elaborate on this later in this article, but trust is the key. If you can’t afford steep discounts, don’t make hasty promises. Instead, focus on the quality of service. A brilliantly executed, hyper-personalized campaign based on genuine knowledge about customers’ needs will not only carry you through Black Friday but also strengthen your efforts to achieve Customer Intimacy with your clients. 

 

2. You won’t break any record . . . or reach $158 billion!

 

Internet predicts

 

Future Publishing predicts that Black Friday will raise $158 billion in sales this year. The study projects that 76% of American consumers plan on shopping for deals on Black Friday with an average budget of $574. Even though the Black Friday tradition has been expanded to other countries, US consumers are still among the biggest spenders. This year, according to Adobe, year-over-year online sales are predicted to increase by 2.8%, reaching $34.8 billion overall.

Others are more reserved in their predictions. Although Black Fridays and Cyber Mondays have typically seen sales records, we should not expect them this year. While it is true that Cyber Monday set a record for online sales for that single day last year, Black Friday sales decreased for the first time. Additionally, customers are pulling back from unnecessary purchases and spending less in general.

In addition, in 2022, sales in eCommerce are expected to go down for the first time. And we also should not forget the differences between the United States and Europe. Countries such as the United Kingdom are expected to see a shrink in holiday spending. According to a report by Metapack, UK shoppers are predicted to hold back their spending by 22%, with a $5.05 billion cutback in holiday shopping.

 

Our take on it

 

Breaking sales records in the case of European eCommerce seems unrealistic. This outlook, of course, will push CMOs and marketing teams to do anything to prove otherwise. We strongly dissuade from bullying customers with spray-and-pray strategies. 

Clothing and toys are expected to sell better than electronics this year, even, or should we say, especially if your industry has been disfavored in 2022, you will gain the most by planning your campaign according to Lean Marketing principles. Hitting precisely will, at the end of the day, cost you much less, leaving much more room for profit.

 

3. You will provide value – and values

 

Internet predicts

 

Since the beginning of the pandemic, we have seen customers’ growing preference for a frictionless buying experience. They gravitated toward online shopping and curbside pickup. It is expected that in 2022, they will go even further in seeking comfort, convenience, and lower prices, which can all be provided much more easily by eCommerce than by retail.

While seeking value in the face of inflation is an obvious strategy, what about values? Research by Sprout Social reveals that nearly 72% of shoppers want brands to contribute positively to society. After employee and customer treatment, a company’s sustainability practices are the topmost factor influencing buying decisions. Actually, the most renowned research and consulting agencies perceive the demand for sustainability as an obvious megatrend. 

 

Our take on it

 

While eCommerce is arguably much greener than retail, and you should ensure that your Black Friday campaigns do not let your customers forget this. Let the message about your sustainability initiatives sink in. 

Chances are that you are utilizing zero-party data. If you are, the Black Friday campaign is a great opportunity to inform your customers that your business is based on the greenest, most ethical datasets possible for 2022. If you are looking for specific arguments concerning this matter, you will find them here. 

 

4. You will be trustworthy and provide an excellent Customer Experience

 

Internet predicts

 

Except for last year, Black Friday and Cyber Monday sales have traditionally increased annually. However, the number of shoppers has decreased simultaneously. For instance, from 2019 to 2021,  the number of shoppers attending those sales dropped by 15%. 

One reason for this decrease is the extended time allotted for sales. Another important reason is much more grievous: customers no longer believe that the best prices are on those days. According to a survey of 1,000 UK shoppers, 62% said they didn’t think Black Friday prices were any lower than they were the rest of the year. 

And they’re not wrong. In a 2019 study, just 5% of Black Friday sales offered a lower price than what was available during other times of the year. Such pricing may have helped create a lack of interest in Black Friday and Cyber Monday among many customers.

 

Our take on it

 

As we wrote earlier in this article—do not jeopardize the trust customers have in your business by making empty promises. Offer genuinely good prices that aren’t just overly exaggerated sales pitches. If you can’t, focus on Customer Experience. Providing honest information about 2022 prices, with a hyper-personalized experience will pay off well beyond Black Friday.

 

5. You will be generous to loyal customers

 

Internet predicts

 

It comes as no surprise that experts see increasing Customer Retention as a viable strategy to counter the effects of inflation.

“Consumers that are members of loyalty programs will probably really benefit from exclusive offers, early access to sales, special discounts, gifts with purchase and all sorts of other types of benefits,” says Heather Dougherty, the vice president of success at Lexer, a customer data platform for retailers. This observation also holds true for eCommerce.

 

Our take on it

 

We see this as an absolute no-brainer. The Customer Intimacy principle demands rewarding long-lasting partners with special care. 

Moreover, offering discounts to loyal customers provides an opportunity to gather more valuable zero-party data. In this article, we describe one such use case in which an email and a landing page are used together to collect product preferences. 

 

6. You will enable to buy now and pay later

 

Internet predicts

 

CNBC reported that, according to Salesforce data, the use of buy-now, pay-later (BNPL) payment methods during Cyber Week 2021 increased globally by 29% from the previous year. Due to this growing interest among consumers, the experts at blackfriday.com expect retailers to promote their BNPL programs intensively around Black Friday, even linking promotions to their use.

 

Our take on it

 

If you have not integrated the BNPL method yet, do it ASAP. We have strongly advocated this payment method since 2021 because it reflects our philosophy of making online shopping as customer-centric as possible, thus strengthening the bond between eCommerce and its customers. In fact, in this era of persistent inflation, it may mean the difference between a deal maker and a deal breaker.

 

So how do you prepare for Black Friday 2022?

 

It turns out that the obvious pricing techniques that have given Black Friday fuel for so long may not do the trick in 2022. Maybe you fell hostage to the realities of the supply chain and the state of your inventory. Maybe your customers no longer find the pricing techniques you have relied on trustworthy. Or maybe you will do just fine by offering solid deals. 

In any case, it is worth remembering that Black Friday 2022 will demand more personalization, more trust, and a stronger bond than ever. It may turn out to be as much about Customer Experience and Customer Retention as it is about prices. 

 

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When it comes to branding, one of the most important aspects is creating a brand character. This is the personality that represents your company. It can be helpful to think of this as an actor who plays your company’s role in all marketing materials and communications.
But how do you identify what this character should be? And once you’ve identified it, how do you design it?
In this article, we’ll explore these questions and provide some examples of well-designed brand characters.

What is a brand character?
A brand character is the personality of your company. It’s how you want people to perceive your business, and it should be reflected in everything from your marketing materials to the way you answer customer service calls.
Your brand character should be consistent across all channels and unique to your company. It’s important to avoid generic characters, as these will be forgettable. A bland brand character won’t help you stand out from the competition.
Think of your brand character as the actor who plays the role of your company. They should be able to embody all the values and attributes that you want people to associate with your business.
Brand Character Examples
Brand characters are not a one-size-fits-all marketing tool. You can choose cartoon characters, anthropomorphized animals or objects, or even fictional people. If you’re stumped on where to start, we’ve pulled a variety of brand characters to get your creativity flowing.
1. Flo from Progressive

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Flo is a great example of how effective a fictional person can be as a brand character. She’s highly recognizable and always communicates the perks of using Progressive over other insurance companies.
Flo has more than 70,000 followers on Twitter, demonstrating the character’s reach beyond traditional commercials.
2. GEICO’s Gecko

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Not to be left out, fellow insurance company GEICO’s quirky gecko character also has a following of its own. Is he Australian or British? No one knows for sure, but we do know we can save on car insurance by switching to GEICO.
To play up the character’s popularity, GEICO even facilitates Q&As with him via social media, getting the public to engage with the brand in a fun way.
3. Reddit’s Snoo

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Reddit’s Snoo alien character can be found throughout its website and even has its own thread. The genderless and colorless alien has come to represent the company and its target audience: everyone.
Reddit appeals to everyone and serves as a forum where users from any background can share news, their hobbies, and other types of content and host discussions on just about any topic. It’s the internet’s hub for “everyday people” (plus aliens, of course), and Snoo reflects that.
4. Twitter’s Larry the Bird

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It seems fitting that a site named Twitter would choose a bird for its brand character. Larry the Bird was named after basketball great Larry Bird, as co-founder Biz Stone is a Celtics fan. While small, this little blue bird is synonymous with Twitter without having to see the brand name spelled out.
The bird logo is versatile. It’s used not only on website branding but seamlessly tucked into the corner of every individual’s tweet. It’s ubiquitous but not intrusive.
Brand Character vs. Brand Personality
It’s important to understand the difference between a brand character and a brand personality. A brand character is a specific person that you create to represent your brand. A brand personality, on the other hand, is your brand’s overall tone and feel.
Your brand character should embody your brand’s personality in its own unique way. They should share the same values and attributes as your brand but also have their own distinct personality.
Qualities of Brand Character

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When you’re designing your brand character, there are certain qualities that they should possess. These qualities will be unique to your company, but some examples include:

Friendliness. Your brand character should be someone that people would want to interact with. They should be approachable and easy to talk to.
Trustworthiness. People should feel like they can trust your brand character. They should feel like they can rely on them for accurate information.
Expertise. Your brand character should be an expert in their field. They should be someone that people can go to for advice and guidance.
Enthusiasm. Your brand character should be enthusiastic about your products or services. They should be passionate and excited, and they should show that in their interactions with customers.

These are just a few examples of qualities that your brand character could possess. It’s important to choose qualities that are of value to your company and that you want people to associate with your brand.
Identifying a Brand Character for Your Company
Creating a brand character can be a fun and rewarding process. It allows you to really think about what makes your brand unique and what personality you want it to have. It’s also a great way to get your team involved in the branding process.
If you’re not sure where to start, there are a few key questions you can ask yourself to help identify your brand character.

What does my brand stand for?
What is my brand’s personality?
What are my brand’s core values?
How does my brand want to be perceived by the public?
What kind of feeling do I want my customers to have when they interact with my brand?

Answering these questions will give you a better understanding of the type of character you should be creating for your brand.
1. Choose the values of your brand character.
Once you answer these questions, you’ll need to decide what values and attributes you want your character to embody. These should be based on your company’s mission and brand identity. Once you’ve decided on these, you can start brainstorming what kind of personality would best represent your company.
2. Design your brand character.
Once you’ve identified your brand character, you can start thinking about how you want to bring them to life. This is where you’ll need to get creative. You can use illustrations, animations, or even photographs to help represent your brand character. The important thing is that they are visually appealing and recognizable.
3. Implement your brand character.
Your brand character should be included in all of your marketing and advertising materials. They should be featured prominently on your website, social media accounts, and printed collateral.
Make sure that everyone on your team is aware of your brand character so that they can use them consistently across all channels.
Benefits of Brand Character
Building a brand character has many benefits for your company. You’ll be able to create a familiar face for potential customers to associate with your company. Other advantages of brand characters include:

Helping build an emotional connection with your audience. If your character goes on a journey, your emotionally-invested audience goes along with them.
Making your brand more relatable. Your audience may be able to see themselves or their challenges in your brand character.
Helping customers remember your brand. They may remember your character’s catchphrase or design.
Differentiating your brand from competitors. Other companies may provide a similar service, but your brand character belongs to you alone.

Including a Brand Character in Your Marketing Plan
If you’re looking for a way to make your brand more memorable and relatable, consider creating a brand character.
You’ll be able to connect with your audience on an emotional level and increase customer loyalty. When done correctly, brand characters can be a valuable asset to your marketing plan.
Editor’s Note: This post was originally published in August 2018 and has been updated for comprehensiveness.