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How to sell more games this Black Friday – eebz – business news

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Peter Laughton,
CEO of eebz

Peter Laughton, CEO of eebz, explains how to get the most out of special sales events using the right tools and smart optimization techniques…

With its origins in North America, Black Friday is now an integral part of the international retail calendar. And 2021 is expected to be an exceptional year in the post-pandemic world.

In the UK, research by the Future’s The Lens panel has shown that 82% of Britons will be at least as engaged in Black Friday in 2021.

54% of those 2,000 respondents said they would shop online, with online marketplaces, branded websites and independent online stores occupying the top three positions for buyer journeys. Additionally, 42% said they would use Black Friday shopping for this year’s Christmas gifts.

A quarter expect their Christmas and / or Black Friday budgets to increase, with over 70% having the same amount of extra money to spend on Black Friday and 78% having the same amount on Christmas, for example. compared to 2020.

With research estimating the British population to have £ 198 billion in foreclosure savings, 82% of the panel said they would spend part or all of this on Christmas or Black Friday.

Competition for consumer eyeballs in 2021 will be extremely fierce. Making sure your games are visible in online stores is essential.

So let’s recap some of the approaches we’ve covered in our previous articles, namely the Four Pillars of Visibility that will help you stay front and center of the store and of minds.

1 / SERP (Search Engine Ranking Position) – These are the search engines of the websites of the retailers. Simply put, the higher your product ranks on a retailer’s website, the more likely it will be considered for purchase. This means optimizing the name and titles of your products in store listings, taking into account local translations, generic names versus brand names, special characters or knowing that a retailer themselves is choosing to use Spiderman instead of Spider-Man.

2 / Ranking of product landing pages – Product Landing Pages (PLP) don’t just rank products based on sales volume. If that was the case, the new versions would never have the chance to be found and sold. In reality, PLPs classify products according to various criteria, which often are not even known to the retailer’s buyers. However, this does not mean that it is not possible to influence the ranking of a product within the PLP, using tactics such as re-release, promotions or a name change – constant monitoring is essential. to increase and maintain sales.

3 / Recommendations – There is no sales tool more powerful than peers who recommend a game. On e-commerce sites, recommendation panels are often found at the bottom
of a list of products – they are essentially the “end of the gondola” of the online world. Above all, the recommendation panels are intended for
most have not yet been released by retailers. So that they
represent a great opportunity to drive sales by using some
simple optimization techniques.

4 / Precision of search words – You need to understand how buyers search for your game online. Use these keywords in your title or description to make sure search engines will deliver results with your games up. In Russia, for example, Spider-man is usually listed as “Chelovek-Pauk”. do not display the game

Staying on top of the four pillars is not easy. Additionally, “supply fluidity” should be seen as part of the online shopping experience: not only are offers everywhere during Black Friday, but product prices and availability are constantly fluctuating.

You’ll need the right tools to spot these moves and adjust your own offerings immediately, based on real-time demand and the competitive environment. Taking into account live information on all trading partners and competitors for all your products, including pricing, stock availability, ranking position and more.

Eebz solutions can help you implement the above techniques to ensure you stay on top of your competition, not just during Black Friday, but 24/7 around the world.

eebz is the world’s first product relationship management system that integrates bricks and mortar, e-commerce and digital channels on an equal footing.

To learn more, visit www.eebz.com or contact eebz for unique Black Friday information for your products. send an email to [email protected] or call 020 3886 0265