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3 ways e-commerce brands in the UK can stand out from the crowd on Black Friday

1️⃣ Do something physical

The vast majority of campaigns, marketing and selling will happen digitally.

Social channels will be awash with brands pushing their wares, offers too good to be true*, and our inboxes swamped.

While your competitors are fighting to be heard above the noise, get out into the real world and take your brand essence, excitement and energy to people in the street.

2️⃣ Do a deal, but for life

There was someone way more famous than me who once said when others zig, zag.

What better way to zag when others are zigging than to offer your customers REAL value?

Instead of a one-off, faux exclusive discount* give your most loyal customers a lifetime offer.

This could be a personalised discount that never (ever) expires. Or refills for life if they subscribe. Or every fifth purchase free, forever.

3️⃣ Run an anti Black Friday campaign

Rory Sutherland says the opposite of a good idea, can still be a good idea.

So do the opposite.

That could mean putting out a consistent, simple message over the Black Friday period like:

"We don't do Black Friday, we just give you the best products, at the best prices, with quality you can rely on every day."

Or turn your website into the ultimate anti Black Friday destination and invite people along to block out the Black Friday noise.

(*There was recent research to suggest that Black Friday "deals" aren't actually that deal worthy.)

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