The Black Friday of agricultural businesses: marketing strategies

The importance of Black Friday in the agri-food sector should not be underestimated. Take advantage of Black Friday to win over new customers and make the old ones happy.

 

From what emerges from the surveys of Adobe Analytics, the digital tool to understand the behavior of online users, it emerged that in 2020, during Black Friday, online food purchases increased by 397% compared to the daily averages of the previous month. Isn't that good news? By taking advantage of Black Friday, but also the following Cyber Monday, you can try to increase the sales of fruit and vegetables, but also of all those products that, in one way or another, are part of the agri-food chain.

Here, then, are 4 marketing strategies for Black Friday that agricultural businesses should not miss.

  • Up-sell and cross-sell – these two marketing strategies will come in very handy for increasing your sales on Black Friday. By up selling we mean proposing to a customer who has arrived to buy a product, something similar, but of higher quality. By taking advantage of his propensity to consume, you can in fact convince him to buy a more expensive good, which he may never have bought at another time. For example, this is therefore the best time to offer your customers that very expensive wine, which is lying in your warehouse for lack of buyers.

With cross selling, on the other hand, you can sell those slightly niche products that are struggling to take off. Put them on sale at a good price alongside your top offers: those who intend to buy your product are very likely that, since it is there, they will take advantage of it to buy even more. To work, however, you will have to focus on related products: for example, those interested in buying your flours, might find it convenient to also buy those packaged tarallini, which so whet their appetite!

  • Offer a free product – on the Black Friday of agricultural businesses, this is a sales technique that cannot be missed. If your customers decide to buy on Black Friday, gift them with an extra product. If you think your earnings will be high, you can extend this gift to all customers, otherwise set a minimum purchase threshold to be eligible for the gift: your customers will entice you to increase their purchases and you will be more likeable. In addition to guaranteeing you more sales, this Black Friday strategy builds customer loyalty: you'll see, he'll come back!
  • Extend your offers – the big giants of the web, but also the large distribution, extend the Black Friday discounts until Cyber Monday, sometimes even until Christmas. Why shouldn't you do the same? As you have seen, there are many consumers who take advantage of Black Friday to buy groceries: why shouldn't they buy your meats or vegetables even in the following days?
  • Propose new products – many online stores take advantage of this marketing strategy to increase sales. It is about selling a new product, which you have never offered before, which can be perceived as a real opportunity. On Black Friday, farms could offer gift packages of herbal teas or aromatic herbs, packages of wine produced in limited quantities or, again, present a selection of fruit and vegetables for Black Friday, able to satisfy the needs of an entire family.

For agricultural businesses, Black Friday is a great opportunity. Do not deprive yourself of it and conquer your customers with high quality products, sold at affordable Black Friday prices.


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