Black Friday: Customer experience should be the most important part of your social strategy

A recent study by Emplif reveals that the main objective of social commerce strategies in the B2C market is revenue generation. But that alone is not enough.

Barbara Greggio

Nov 19, 21 | 5 min read

Reading time: 5 minutes
As expect, social mia acts as an important channel for acquiring new customers.

However, if before the role of a social network was mainly to take the consumer to an external purchasing platform (such as an e-commerce), today marketing is done within the networks themselves and it is precisely this reality – which is expanding more and more – that we call social commerce . We are talking about tools such as Instagram Shopping and TikTok Shooping , for example.

According to a recent study by Emplif

(Customer Experience platform), product discovery and purchase through social mia channels is expect to grow by 31.4% annually, between 2020 and 2027.

Companies and consumers see positive liberia email list 100000 contact leads results in the purchasing process being carri out on social networks: this same survey shows that 83% of B2C market organizations are investing in two or more networks as direct sales channels.

For brands, social commerce offers the possibility of attracting customers, providing them with a fast shopping experience, having assertive segmentation, creating and maintaining a close relationship with the audience and obtaining relevant consumer data.

At the same time, this scenario is also favourable for the consumer: it is possible to easily analyse and compare the most diverse options on the market, look for reviews, talk to other consumers and make the purchase easily and quickly, all with just a few clicks. As a result, we have a more active and independent consumer.

Beyond sales
Increasing revenue should not be the strategy, but the result
Experience is the result of customer interactions with the brand
When planning your Black Friday and other holiday campaigns, prioritize customer experience
The focus should be on the customer
Beyond sales
Beyond the profits and facilities that trading on the networks offers, it is necessary to pay attention to the complete strategy.

This same study by Emplif reveals that the main objective of the leaders interview is revenue generation: less than 30% prioritize aspects that are directly relat to customer experience.

Source : Emplif

Ultimately, a strategy that focuses primarily on increasing

sales may be doom to failure in the long run .

By prioritizing only (or primarily) revenue generation, we overlook a critical component of success: delivering value to the customer throughout marketing and accounting: check out 7 reasons to do both! the journey. We cannot allow the focus to become all about selling and not selling with a customer focus.

And when customer experience isn’t prioritiz, revenue can stagnate. You ne to focus on understanding customer nes and delivering the right experience.

Increasing revenue should not be the strategy, but the result
As Rock Content’s Global Customer Experience Analyst, I often say that our customer is our biggest (and best) salesperson. A satisfi customer buys from the company more often, stays longer (in the case of recurring services, for example), leaves by lists good reviews on social mia, and, above all, makes referrals to new customers.