Shop
Direct is placing a big bet on Black Friday 2014 after last year’s event drove
its biggest ever sales day, generating three orders per second via Very.co.uk
alone during the busiest hour. The business will gear up for Black Friday
with a TV and press advertising campaignfor
Very kicking off 48 hours in advance.
Black
Friday itself, which falls on Friday 28th November, will then feature hourly
deals across all six of Shop Direct’s digital department store brands. These
will run from 7am to 9pm on Very’s site and from 7am to 6pm on the Littlewoods
site – the group’s two biggest brands – across clothing and footwear,
home and leisure, electricals, beauty and gifts. All prices will be live until
midnight, and a radio tie-up will see hourly promotions announced live across
the airwaves nationwide. A further TV advertising campaign for Littlewoods will
continue throughout Black Friday, in conjunction with a print media campaign
for Very.
Sunday
30th November, or ‘Sofa Sunday’, will then kick off ‘Cyber Week’ – a full seven
days of one-day only deals supported by an outdoor and tactical advertising
campaign for Very. Shop Direct is
predicting that Black Friday and Cyber Week will drive millions in incremental
sales as price-conscious customers look for promotions in the run-up to
Christmas. In total, the etailer is investing close to £1m to support the
events.
Jon Owen,
retail brands and trading director at Shop Direct, said: “We tested the water
last year by introducing Black Friday onto Very.co.uk. We worked closely with
our suppliers to buy in must-have products on promotion and had a hunch that
being able to pass on those deals to customers would be a big hit. But the
level of engagement and incremental sales it drove completely blew us away. It
was hands down our busiest ever trading day, generating up to 10,000 orders per
hour on the Very site alone.
“If
anything, customers are even hungrier for deals this year, so it’s a logical
next step for us to roll out Black Friday across all of our brands. And by
extending the event over a further seven days with Cyber Week, we think we’ll
have something to offer every member of the family in the run-up to what we’re
predicting will be another record Christmas for Shop Direct.”
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