SALESmanago Live Product Demo

Wednesday, 10:00 am CEST

SALESmanago Live Product Demo

Wednesday, 10:00 am CEST


Black Winter is Coming. How we are avoiding the F Word


Ladies and gentlemen, gather ’round, and let’s talk about the season that’s about to descend upon us – the notorious “F-word.” No, not that F-word; we’re talking about the one that rhymes with “Smack Shmriday” – you know, the day when shoppers sharpen their elbows and prepare for retail combat. But this year, we’re proposing a different strategy. It’s time to bid adieu to We Know What and embrace the chill of Black Winter – without uttering the F-word. For Black Winter is coming anyway, and, although challenging, it may end up in great profit.


The Origin of the Shopping Circus


Let’s start with a bit of history, shall we? Shopping Circus, in its original form, was a day of deals, discounts, and doorbusters to officially kick off the holiday shopping season. People rushed to brick-and-mortar stores the day after Thanksgiving, hoping to snag the best bargains. The spirit was festive, the competition was fierce, and the chaos was, well, part of the charm.


The Black Week Phenomenon


Over the years, Shopping Frenzy At The End Of The Week has evolved into a week-long extravaganza – a full seven days of shopping madness known as “Black Week.” It’s like a marathon, except instead of running, you’re sprinting through the aisles and shopping online like your Wi-Fi connection depends on it.


Cracking the Code of Commerce Shenanigans


However, savvy consumers eventually caught on to the devious tactics of e-commerce companies. They began doubting the notion that the best prices are exclusively found on Black Friday or Cyber Monday. In fact, a survey of 1,000 shoppers in the U.K. revealed that a whopping 62% of respondents believed that This Day’s prices failed to outshine regular year-round deals.


And guess what? They have good reason to be skeptical. According to a revealing study from 2019, a mere 5% of Black Friday sales actually boasted lower prices than what could be snagged during other times of the year. In essence, The Well-Known shopping extravaganza might be more smoke and mirrors than the deal-hunting spectacle it’s often portrayed to be. This eye-opening revelation has contributed to widespread disillusionment among consumers, fostering a lack of interest in the once-hyped Smack Shmriday and Cyber Monday sales events.


So, as we navigate the retail landscape, armed with this knowledge, it’s clear that shoppers are wisening up to the pricing charades, demanding more transparency, and perhaps even yearning for a shopping experience that goes beyond the fleeting allure of limited-time deals.


The Need for Change: “Avoiding the F Word”


This is precisely why this madness is no longer the coziest option for holiday shopping. We propose avoiding the F-word altogether and opting for a more transparent approach. Imagine a shopping experience where you don’t need a decoder ring to decipher discounts and a “limited-time offer” isn’t just a sneaky way to empty your wallet.


Introducing Black Winter: A Genuinely Cool Concept


Enter “Black Winter,” a shopping experience that lasts all season long. The catch? No catch. With a profound understanding of their customers, companies can offer tailored deals that are meaningful and real, not just smoke and mirrors. It’s like having a personal shopper who knows your every desire, except you don’t have to pay them in compliments and chocolates.

Well, maybe, for many companies, this sounds like the catch – “profound understanding of the customers”. 

Scary, huh? Sounds like a “profound chore”. 

But there are ways, smart ones.


Crafting a Data Saga: Empowering Your Black Winter Strategy


To make this happen, companies need to become data wizards. A Customer Data Platform (CDP) can be their magic wand. With the power of CDPs, businesses can gather and analyze customer data to provide tailored shopping experiences. No more generic recommendations or generic prices – just personalized, genuine deals.


In the realm of data mastery, where businesses aspire to wield the prowess of customer engagement, the Customer Data Platform (CDP) emerges as the strategic compass for your Black Winter journey. Let’s delve into the intricacies of this data saga, where information seamlessly traverses all touchpoints, constructing a narrative known as the Unified Customer Profile.


The Gathering Shadows: From Every Corner of the Landscape


Picture the CDP as your stealthy guide, deftly collecting insights from every corner of your business domain. It navigates through online interactions, explores in-store transactions, and weaves through customer service engagements. No interaction remains untouched; each one contributes to the evolving story of customer data.


The Unified Canvas: Crafting a 360-Degree Black Winter Landscape


Now, envision the grand tableau – a 360-degree Unified Customer Profile, the cornerstone of your Black Winter strategy. Here, the CDP transforms scattered fragments of customer engagements into a cohesive narrative. It’s not merely a profile; it’s a chronicle of preferences, behaviors, and desires – a testament to each customer’s unique journey through the winter landscape.


Winter’s Nexus: Accessible to Every Division


Yet, the narrative extends beyond a singular act; it resonates across the entire company. Customer Service, Marketing, Sales – all divisions share the same vantage point of the unfolding saga. Imagine this: A customer voices a concern to Customer Service. In this interconnected realm, the Marketing team is immediately notified. They don’t inundate the customer with relentless campaigns; instead, they tailor a nuanced response. A personalized offer, perhaps a generous discount on products related to the concern, is extended. The result? Discord addressed, customer content, and a potential tempest diverted.


The Winter Odyssey: Hyper-Personalized Black Winter Strategies


As the Black Winter descends, the Unified Customer Profile steps into the spotlight, orchestrating hyper-personalized campaigns. Marketing strategists, armed with insights from every chapter of the saga, craft tailored experiences resonating with each customer. Picture receiving offers for winter essentials precisely when needed, recommendations attuned to individual preferences, and discounts synchronized with past interactions.


In this grand narrative of data, the Customer Data Platform stands not only as a tool but as the guiding compass, steering businesses toward a crescendo of customer satisfaction throughout the entire Black Winter season. It’s not just data; it’s the narrative waiting to unfold in the winter’s embrace.


So, my friends, as the winds of “Black Winter” start to blow, let’s say goodbye to the F-word and embrace a new era of shopping. It’s time to break free from the shackles of pricing trickery and bask in the warmth of genuine, customer-centered deals. “Black Winter” is upon us, and it’s time to make your shopping season as cozy as a cup of hot cocoa by the fireplace.


SALESmanago is a Customer Engagement Platform for impact-hungry eCommerce marketing teams who want to be lean yet powerful, trusted revenue growth partners for CEOs. Our AI-driven solutions have already been adopted by 2000+ mid-size businesses in 50 countries, as well as many well-known global brands such as Starbucks, Vodafone, Lacoste, KFC, New Balance and Victoria’s Secret.

SALESmanago delivers on its promise of maximizing revenue growth and improving eCommerce KPIs by leveraging three principles: (1) Customer Intimacy to create authentic customer relationships based on Zero and First Party Data; (2) Precision Execution to provide superior Omnichannel customer experience thanks to Hyperpersonalization; and (3) Growth Intelligence merging human and AI-based guidance enabling pragmatic and faster decision making for maximum impact.

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