From the Digity Blog

The Good, the Bad, and the Ugly for Black Friday Campaigns

  • By Ashley Timms
  • 02 Dec, 2016

Despite all the offers in shops, UK shoppers opted for online sales this Black Friday. Sales on the high street were down 7% compared to last year and down 5% in shopping centres.

But, online sales on Black Friday were up an incredible 25% compared to 2015. With a clear preference for online shopping, retailers focused their efforts into marketing for online sales and it worked. 

While the campaigns for the shopping holiday were fairly underwhelming this year, we’re bringing you the good, the bad, and the ugly to show what works with shoppers.

The Good

Patagonia, the US-based outdoor apparel company, has always been committed to giving back. In addition to the 1% of annual sales they already donate, they vowed to donate 100% of global sales on Black Friday this year to grassroots environmental groups.

Breaking a record, and their prediction, Patagonia will be donating a whopping $10 million to organisations all around the world. In addition to offering discounts to their customers, they’ve made a declaration of their devotion to the environment.

This type of advertising can only be good for business. Their quality products have been matched with quality people choosing to do high-quality things for our world. A*!

The Not-So-Bad

Cards Against Humanity, dubbed the party game for horrible people, is filled with surprises as is their Black Friday marketing - the company deploy a new prank each year. With the CEO admitting that they all “hate Black Friday,” each stunt seems more extravagant than the last. The company started in 2012 and, for 2013, they actually raised their prices by $5 on Black Friday. In 2014, 30,000 people all paid $6 each for the Black Friday deal to be mailed a box of excrement (yes, really). Last year, 1,199 people donated over $70k which the team spread equally among themselves (you can see what they bought with the money here . )

This year, they’ve opted for more donations. Raising over $100k, the money instead goes towards digging a really massive hole, affectionately called the Holiday Hole. You can see how it all went here

The reason this Black Friday campaign is “not-so-bad” is because the company already donate massive amounts of money to charities and organisations. While the consumer gets nothing out of these “deals” (well, you could count pride of a hole, -$5, and a box of excrement as something ), Cards Against Humanity receives tons of press and recognition each year. This method may work for your business, but we highly recommend proceeding with caution (and maybe consult us first, yeah?).

The Ugly

It seems nothing will slow the sales of Apple. Globally, they have sold over 1 billion iPhones as of April this year. That doesn’t even count their laptops, desktops, tablets, and accessories such as software or iTunes.

This tech giant is sought after for all demographics from students to professionals and with a price to match. On the more expensive end of the device spectrum, it’s no wonder many people waited until Black Friday to make their holiday purchases. But, I hope they didn't hold their breath.

Despite many stockists lowering the prices of the Apple products in stores and online, Apple itself did not drop their prices a single cent. Instead, they included gift cards in their sales. The more expensive the purchase, the more the gift card value but they seemed to top out near the £100 mark.

Overall, Apple didn’t provide any tangible incentive to their customers. By dishing out gift cards, they merely solidified future purchases. While this may have worked for some customers, especially those really seeing the value in Apple products, many have gone for 3rd party vendors to save some cash.

´╗┐How to Make It Work

Your industry and your market dictate what will and won’t work for Black Friday deals. In some cases, it pays (literally) to go big. In other cases, publicity might be all you need. It's all about knowing how, when, and where to market. Leave it to us to manage this grey area for you. Get in touch with us today to book in a free consultation.



Digity Blog

By Chris Lunn 18 Aug, 2017
GDPR is coming next May and it's been eye-opening for me to see just how much there is to consider to ensure you're fully compliant.

I've heard lots of comments about the fact that companies 'should be already doing all of this' and whilst I agree, the simply truth is, I can't think of many that actually are in full.  There's also quite a lot naivety about Brexit and the impact but the fact is, this is 100% happening.

We're getting close to appointing our official partner to help support clients so if you answer no to one or more of the below questions, get in touch and we'll let you know how we can help.

  1. Do you have a data protection policy?

  2. Does your team get regular data protection training?

  3. Is data protection covered in your company handbook?

  4. Regarding data storage, do you have an up-to-date document which outlines where the data is stored?

  5. Are all files (Excel/Word etc) which have contact data within them encrypted and protected?

  6. Are your personnel contracts compliant with GDPR?

  7. Do you have a documented process for handling subject access requests?

  8. Do you know exactly where your data is stored via 3rd party systems or applications i.e. MailChimp, Accounting System, CRM system etc?

  9. Regarding the systems you may be using which hold contact details, do you know if they are GDPR compliant?

  10. Do you have a clear audit trail for how people joined your mailing list?

  11. Do you have a clear unsubscribe mechanism on your marketing email communications?

  12. Do you have a documented process for how to handle a data protection breach?

  13. Is your office secured effectively to avoid anyone entering and stealing devices with data on them?

  14. Are your mobile phone and tablets secured effectively?

  15. Can you deactivate your mobile/tablet devices remotely to avoid data breaches?

  16. Do you have a data retention policy detailing how you will store data on an individual, how long for and what you'll do when you no longer need those details?

  17. Do you have a privacy statement and terms of use on your website?

  18. Do you have an up-to-date cookie policy on your website detailing what information you will be storing and for what purpose?

This list is the tip of the iceberg but if you've answered 'no' or 'not sure' to any of the questions above, we'd recommend getting in-touch to find out more about how we can help.  We have different specialist consultants to ensure you can soon answer 'yes' to all of the above questions & more which will come your way.  As the deadline closes in, demand will rise for these services so don't wait until the new year, get in-touch today.

Contact us to find out more about GDPR.
By Ellie McDaniel 08 Aug, 2017
Google Analytics tracks users and views to provide key insights into acquisition and behaviour flow, making it a very powerful tool for website owners. If you have installed Google Analytics into your website but haven't looked at the data, or do not understand what the data is telling you, this post is for you. 

Firstly we'll cover the key terms you'll need to understand and some of the key information you can extract from the Analytics tool. 
By Catherine Dove 04 Aug, 2017

Our Brighton office is buzzing with excitement as Pride approaches this weekend. Rainbows are everywhere, from banners and flags to buses and balloons, and so many small businesses are showing their support for this massive event.

Celebrating Gay Pride as a business is not a new concept, but it is something that is becoming more and more popular, as businesses become more comfortable being part of the celebrations and realise the benefits that can come alongside it.

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