The retailer, which featured in Real Business’ list of UK retailers’ most popular tweets, saw sales grow from an average weekend of 75-100 per weekend to over 500, with a much higher value.
Tom Turner, who’s in charge of online development, says: “We’ve been incredibly busy this year, we only got to start planning it [the Black Friday campaign] the week before and we probably spent around 12 hours on it. We turned it on at midnight and saw unprecedented levels of demand almost immediately.”
The key to the sweet seller’s sales was a hamper giveaway and a series of posts about the products they offer, which fitted with Black Friday being an American phenomenon. The most popular products were chosen for promotion and reduced in price.
“We did a couple of posts, pictures and things, including a collage of the different products. We picked the most popular things and reduced them in price,” says Turner, adding that Facebook was the most important promotional platform.
One of the offers on Facebook noted 100 items were reduced by up to half price: “Sweets, soda, crisps and Christmas gifts are all included in our Black Friday & Cyber Monday sale! MUST END MONDAY! Stock is running out very fast so get your orders in now to avoid disappointment!” No money was spent on advertising during the campaign.
American Fizz’s Facebook page has over 65,000 likes and the retailer has 4,900 followers on Twitter.
Turner says the key is to being successful on social media is interacting with the audience: “You’ve got to stay in contact with your supporter and followers, we get back to them straight away, comment, like and play with them, and we asked them before Black Friday what they wanted to see.”
The popularity of the promotion meant the website’s servers were running at 700 per cent capacity on the morning of Black Friday and then at 300 per cent until normal service resumed on Saturday evening. Website development’s handled in-house and the team worked hard to try and speed up loading times.
After the success of this weekend American Fizz plans to keep a similar level of giveaways in the run-up to Christmas and to double the number of products it offers during the Black Friday next year. It also plans to open a new retail location and start selling to supermarkets:
“We are looking to expand our business into UK supermarkets and we would encourage any supermarket interested in expanding their American range to get in touch with us,” added Turner.
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