RIVERSIDE GARDEN CENTRE
Slicing through the Black Friday noise
with tasty limited deals
Client: Riverside Garden Centre
Timeframe: Q4 2018
The business problem
Black Friday. Much like marmite, you either love it or hate it as a retailer, but it still happens every year. Customers have become accustomed to this autumnal season of pre-Christmas discounts and deals. Experts put a whopping price tag of £7bn on Black Friday and Cyber Monday shopping in 2018. So you’ve got to be in it to win it!
Competition has become fierce between retailers during this period, with some brands opting for month-long discounts and slashing prices at 50% to reel in sales. So how can a brand stand out when everyone is running deals? Riverside Garden Centre wanted to feed its customers’ appetite with promotions, without compromising on the quality and credibility of its products.
How we solved it
The solution we developed for Riverside Garden Centre was an hourly advertised offer. To reinforce the quality of its products and avoid cheapening the brand, we held back on deals until Black Friday itself.
On the day, we developed a series of tasty, irresistible offers for its best selling products so that customers saw real savings, as opposed to offers on those end of line/last season items.
Each was a limited offer revealed on the hour, lasting for just an hour. This helped us to capitalise on consumer impulse purchase trends. Riverside Garden Centre benefited from its best-ever Black Friday sales yet!
“Big events like January sales, Black Friday and Cyber Monday are extremely competitive periods in retail. In order to succeed you have to set yourself apart with a unique offer – the hourly twist for Riverside kept the campaigns fresh, engaging and more successful than ever.”