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Matt Edmundson: Well, hello there
and welcome to the e-Commerce podcast

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with me your host, Matt Edmundson.

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Now, today's episode is
a little bit different.

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Oh, yes.

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It is a little bit different.

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If you're a regular to the show, you
will know or will have heard me talk

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about e-commerce cohort, which is a
membership group for E-com entrepreneurs,

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uh, and owners that I, I think
everyone in e-commerce should join.

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That's just me's personal thing, but
you know, that's just the way it is.

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Uh, and so, uh, I thought today we
would do a little bit of a mashup.

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Now this month we have been, uh, talking
about Black Friday marketing in cohort.

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And so every month we kind
of have this q and a section.

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And so I thought we'd do that as a podcast
and then I thought, I need an expert.

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Oh, yes.

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And then I thought, who better to
have in on the show then the amazing

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Chloe Thomas who has been on the
guest, who has been on the eCommerce

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podcast several times already.

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Uh, and Chloe, we, a few years ago
we did this sort of Black Friday

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chat, so I thought, let's get Chloe
again, from e-Commerce Master Plan.

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Now I'll read your bio, Chloe,
and then we'll get into it.

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Uh, Chloe is a globally recognized
e-commerce marketing problem solver,

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author of several bestselling books,
keynote speaker and host of both the

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award-winning e-commerce Master Plan
podcast and keep optimizing podcast.

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Chloe is no round legend
and actually Chloe.

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Mm-hmm.

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. What I'm really psyched about is this
week we actually met for the first

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time.

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Chloe Thomas: WE did Yes.

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Full on in real life, in person chat.

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Yeah.

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Matt Edmundson: Rather than
just Zoom or whatever software

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it is we're using these days.

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Chloe Thomas: It

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was, I

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know, I know how tall you are now.

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. I know that.

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Matt Edmundson: It's always a really

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interesting piece.

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Uh, what happened, uh, was Chloe
arranged this week, uh, for several

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of us ecom podcasters in the UK to
get together for breakfast in London.

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Uh, in London.

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In London, . And it
was brilliant actually.

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It was really good to see everybody.

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Um, so there was Nick wasn't
there was no, I trust that.

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Yeah.

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Nick was there.

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Tim was there and James was there.

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Right.

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All from various e-commerce podcasts.

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We links them all actually
in the show notes.

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Give 'em all a good shout out
cause they're all top blokes.

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And you were the only lady in the group.

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How was that for you?

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Chloe Thomas: Well, it Was pretty
much my normal life really.

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No, it's, it's interesting cuz
there aren't, there aren't that

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many women e-commerce podcast
around podcasters around the globe.

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And, um, it was the first ever time we've
done it and I am working on getting some

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women to come and join us next time,
but there aren't that many to pick from.

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Um, and um, and I think, I think
women have, um, more of a, will it

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be worth it, uh, filter than men do.

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Matt Edmundson: men are
just like, there's food.

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I'm there.

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What's wrong with you people?

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Chloe Thomas: There's,

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there's food.

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It's fine.

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I'll, Yeah.

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Cool.

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Um, no, I, I think women have
more of a, can I be bothered to

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go to London for this or not?

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Will this be worth it or should
I just stay in the office?

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But I may be massively stereotyping
that, but, um, but no, I, I grew

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up with, um, with brothers and, um,
best mates at uni were all boys, so

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I'm I'm all right amongst the boys.

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Yeah, it was okay.

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Matt Edmundson: Yeah,
it was lovely actually.

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It was lovely to see

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everybody and meet everybody.

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So thank you for arranging that.

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Uh, that's cool.

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And it was all quite
coincidental in terms of timing.

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I thought to myself, what I should
have done was taken like four or

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five microphones down and plonked
them in the middle of the table,

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And I said right!

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We're gonna have a conversation.

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Uh, and then never did, uh, we never
talked about podcasting, which was

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the irony of that, that meetup.

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Chloe Thomas: No,

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no.

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We did, we did manage to talk a
little bit about eCommerce, but

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almost not at all about podcasting.

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Um, but I think it, I think very good.

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Was a good first meeting.

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And we'll do, we'll do more,

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I think.

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Matt Edmundson: Yeah.

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Yeah.

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We will.

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I'm looking forward to it.

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Right.

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Let's get into these questions cuz we have
quite a few questions about Black Friday.

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Uh, and so thank you for being with me
again in the, in the q and A section.

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So, um, Let, Are you good?

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Are you good to go with this?

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Jump straight in.

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Chloe Thomas: I'm ready to Go.

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I have been, I've been talking
about Black Friday for probably

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two months now and Okay.

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I think this Black Friday has changed,
or the tone of conversation has changed

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more this year from when we started
talking about it to now than ever before.

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So, um, it's very cool to be doing
something that's going out quite quickly.

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Yeah.

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To give people the, the right advice.

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As of now,

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, 
Matt Edmundson: it may change.

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Chloe Thomas: Yeah, you probably will.

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Matt Edmundson: probablyWill.

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It is funny isn't it, because
it's time of the year.

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You, you're running your
eCommerce site and you're

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thinking, Oh crap, Black Friday.

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And you, you've, I know a lot
of people that have done that.

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I'm just putting it off, putting it
off, putting it, and now they're going

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and it's getting closer and closer
and they're starting, the cold sweats

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are starting and so, um, it, it, it
tends to be a common theme around

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this time of year.

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Chloe Thomas: Well, it is.

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Difficult piece.

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You know, normally I, I always
won't wonder when should we put

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out our Black Friday content?

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When should we put it out?

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Because to be honest, everyone should
be starting to plan Black Friday

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from the week after Black Friday.

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Right?

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That's when your planning should start.

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Yeah.

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And you should by the end of
August for, you know, not if

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you're not a massive retailer.

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By the end of August, you should
have your plans locked down.

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Know what product you're discounting,
what the discounts are gonna be,

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what the segments are, what the
marketing methods are, and then

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you've got a solid foundation on
which to twist and pivot, which you're

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inevitably going to do this year.

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Anyone who was, who was good in
inverted coms and who had their plan

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in place by the end of August, It
shouldn't be what you're putting in

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place, what you're actually gonna run.

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It should have changed by now, um,
in one way or in one way or another.

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So it's kinda like that irony.

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If you have, you should
start planning early.

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So you are in control, but
being in control means changing

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your plans quite regularly.

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So this is one of those years where
if you're not a planner, you've

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got quite a massive get outta jail
free card because plans have been

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rewritten so many times, possibly
come off better than the rest of us

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Matt Edmundson: But it's
not a strategy we advocate.

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Advocate.

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Maybe it's one of those things, isn't it?

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That the longer that we've been
going on, the more Black Fridays

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we've done certainly as Brits.

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Cause it's not a common, it
wasn't a common thing until

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a few years ago, was it?

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Um, and the, the sort of, the more we
get used to it, the more comfortable

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we are, seem to be feeling with it.

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And I think the better off
we are preparing for now.

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I think I feel more prepared for
Black Friday than I ever have done.

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Chloe Thomas: Yeah, I think
I, I think there's, there's

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kind of two reasons for that.

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One is that we've kind of realized,
and Black Friday has evolved, so as

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it can be whatever you want it to be.

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So there's movements against Black Friday.

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There's definitely a movement against
the big blanket discounts that only

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last for 24 hours and things like this.

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So there's definitely, um, I
think everyone now feels like

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they have permission to create
the promotion that works for them.

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And then the second side of it is, I
think we as an industry have got much

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savvier, organizing the operations
side of it, you know, um, changing the

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postage methods, changing the messaging
on speed of delivery, working with

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our couriers, our three pls, our own
in-house warehouses to be ready and

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to manage that bump when it comes and.

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Those third parties, we use couriers,
um, uh, software, uh, the, um, simply

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the, you know, the three pls, et cetera,
have become a lot better prepped for

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that being a very, very busy weekend.

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So I think those for me are the two bits.

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We've become smarter at the op side
of things and we've also started

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creating our own version of Black Friday
rather than just doing something silly

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Matt Edmundson: I like that.

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Rather than just doing something silly.

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Yes.

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Uh, no, I think it's very

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true.

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There is nothing stupider as a
business than going, Oh look,

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everyone else is doing that.

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I'd better do it too.

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Yeah, yeah, yeah.

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You know, nothing stupider.

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So, um, yeah, don't do the silly thing.

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Do what works for your business.

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Yeah.

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So first tip right there, right?

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Uh, . So question number one.

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These questions by the way,
are in no particular order.

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So, uh, I've not, I've not done
that due diligence and gone, I'll

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put these in a logical order.

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I've just whacked them
on a piece of paper.

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Uh, and so

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Chloe Thomas: well, and Matt and that if
this goes like any of our other chats,

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we'll probably be answering question
20, um, by accident in question one.

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Anyway, , so, you know,

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Matt Edmundson: yeah, more than
likely, uh, and we probably

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won't get to question four.

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Uh, see the thing that
will probably happen.

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So some of these are quite,
uh, detaily type questions.

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Voucher codes.

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Should you do voucher codes, uh, for
your Black Friday off for yes or no?

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Pros and pros and, uh, cons.

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Chloe Thomas: Pros are that it enables
you to give the offers to the people

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you want to give the offers to.

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In theory anyway, you know, if you
want to, If you've got limited stock

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and you wanna give the best discounts
to a selected segment of customers,

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then a voucher code is a great way
to do that because they're the only

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ones who've got the voucher code.

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It's also a good way of protecting a bit
of margin, because even if you give the

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customer a voucher code, some of them
will forget to use it and will pay full

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price or whatever it is anyway, so I think
they have a really good role to play.

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The downsides of it, it will lower
response rate because, People won't

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have a voucher code and it will
inevitably get picked up on a voucher

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code website, which means all your
carefully targeted segmentation and

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margin control and marketing channel
control methods will go wrong.

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Um, and it will end up, you know,
the sales will end up getting

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double count in different places.

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Now if you've got a massive
overstock and you desperately want

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to clear it, then that's fine.

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But if you haven't got much extra
product and you are trying to use what

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margin you can afford to give away
in the best possible way, then you've

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just gotta be really careful with that.

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So, I, I definitely wouldn't
be running in that scenario.

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I definitely wouldn't run a
voucher code that lasts for

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the whole month of November.

238
00:10:43,880 --> 00:10:43,970
Mm-hmm.

239
00:10:44,450 --> 00:10:49,040
. But I might run a voucher code that's
24 hours only for this group of

240
00:10:49,450 --> 00:10:52,820
customers because when it's short
time bounded like that, you've got

241
00:10:52,820 --> 00:10:55,070
less CPI to other marketing channels.

242
00:10:55,590 --> 00:10:56,910
Yeah, that's very true.

243
00:10:56,910 --> 00:10:57,810
It depends, Matt.

244
00:10:57,930 --> 00:10:58,490
Matt Edmundson: It depends.

245
00:10:58,490 --> 00:10:59,040
It depends as

246
00:10:59,040 --> 00:11:01,140
all these questions, this
just answer all the questions.

247
00:11:01,140 --> 00:11:01,530
It depends.

248
00:11:02,040 --> 00:11:04,260
Uh um, no, it's totally right.

249
00:11:04,260 --> 00:11:07,740
I mean, I remember once we did a voucher
code around Black Friday, uh, and it

250
00:11:07,740 --> 00:11:12,660
did get onto a voucher website and we
came in and saw thousands of people

251
00:11:12,660 --> 00:11:17,880
had used this code and we were like,
Oh my Lord, what on earth has happened?

252
00:11:17,910 --> 00:11:21,210
We didn't , I just didn't expect it.

253
00:11:21,510 --> 00:11:23,880
And so we spent days trying to
pick up the pieces from that.

254
00:11:24,360 --> 00:11:27,990
The other thing that I've found
with voucher codes, Chloe, I don't

255
00:11:27,990 --> 00:11:32,580
know if you've seen this, is, is
actually people you can give out

256
00:11:32,580 --> 00:11:35,850
voucher codes and it does give you
some more cuz people don't use them.

257
00:11:35,850 --> 00:11:39,900
But those people can then contact
customer service and go, I'm terribly

258
00:11:39,900 --> 00:11:44,670
sorry I didn't use my voucher code,
which increases around Black Friday.

259
00:11:44,675 --> 00:11:48,480
The workload on your already
busy customer service team, yeah.

260
00:11:48,960 --> 00:11:50,400
Uh, quite dramatically.

261
00:11:50,880 --> 00:11:54,405
And um, And we've noticed actually
with voucher coasts, not only does

262
00:11:54,805 --> 00:11:58,245
customer service increase, but
customers can feel a little bit cheated.

263
00:11:59,745 --> 00:12:00,615
Chloe Thomas: Yeah, it can.

264
00:12:00,944 --> 00:12:03,885
They're one of those tricky things.

265
00:12:03,944 --> 00:12:08,385
These days I tend to advise against
using them, um, generally because

266
00:12:08,390 --> 00:12:11,595
there's all these nuances that
people miss, you know, extra work

267
00:12:11,600 --> 00:12:13,305
on customer services and so forth.

268
00:12:13,725 --> 00:12:19,755
Um, there are now, uh, apps like AI chat
bots and negotiation chatbots, which can

269
00:12:20,895 --> 00:12:25,694
reference the database to give people back
the va the coupon code so they can go,

270
00:12:25,845 --> 00:12:29,655
Hello, have you forgotten your voucher
code, and then give you a voucher code.

271
00:12:29,655 --> 00:12:32,175
But of course, that's also gonna
pop up to people who you never give

272
00:12:32,180 --> 00:12:33,765
about code to in the first place.

273
00:12:34,125 --> 00:12:36,615
And I've seen other retailers
having in the check.

274
00:12:37,260 --> 00:12:40,410
You know, you've got the promo code or
the voucher code box and then having

275
00:12:40,800 --> 00:12:43,770
a link underneath it that goes, Have
you forgotten your voucher code?

276
00:12:43,830 --> 00:12:44,610
Click here.

277
00:12:44,790 --> 00:12:49,830
That just gives them a voucher code, which
can be a good ploy if you are heavily

278
00:12:49,830 --> 00:12:53,310
embedded in voucher codes as a business
to make sure you get the checkout.

279
00:12:53,310 --> 00:12:57,210
But if you don't usually use them, you're
just giving margin away at that point.

280
00:12:57,230 --> 00:12:57,390
Yeah.

281
00:12:57,750 --> 00:13:03,330
So there are, they are a tricky
little game voucher codes, I suppose.

282
00:13:03,330 --> 00:13:04,770
They're a tricky little game to play.

283
00:13:05,610 --> 00:13:06,570
Matt Edmundson: Yeah, they are.

284
00:13:06,670 --> 00:13:09,450
And I, and like you say, it depends,
doesn't it, on what's right for

285
00:13:09,450 --> 00:13:10,740
your business in your customers.

286
00:13:11,340 --> 00:13:14,580
Um, like I say, for us, I just know
over Black Friday, our customer

287
00:13:14,580 --> 00:13:18,210
service team are already rammed
and whenever you use voucher codes,

288
00:13:18,360 --> 00:13:20,190
you are gonna add to that problem.

289
00:13:20,340 --> 00:13:23,670
Uh, and so you just have to think
that through a, a little bit.

290
00:13:24,240 --> 00:13:24,360
Yeah.

291
00:13:24,390 --> 00:13:29,130
Um, so I think this year actually
we decided not to do voucher codes.

292
00:13:29,520 --> 00:13:32,760
Um, you're just gonna, the offer is
what the offer is, and actually we're

293
00:13:32,760 --> 00:13:33,870
gonna do different landing pages.

294
00:13:34,709 --> 00:13:36,890
. Um, and so we drive

295
00:13:36,890 --> 00:13:38,069
track the way of doing it.

296
00:13:38,339 --> 00:13:38,729
Yeah.

297
00:13:38,880 --> 00:13:39,180
Chloe Thomas: Yeah.

298
00:13:39,569 --> 00:13:41,430
A little bit more work up front.

299
00:13:41,490 --> 00:13:41,640
Yeah.

300
00:13:41,670 --> 00:13:45,270
But there's the message, one
less box to fill in, which

301
00:13:45,275 --> 00:13:46,920
should increase conversion rate.

302
00:13:46,949 --> 00:13:47,040
Mm-hmm.

303
00:13:47,310 --> 00:13:50,760
, you can segment your marketing and point
people to the correct landing pages.

304
00:13:50,765 --> 00:13:53,819
Then you can make it a little bit more
exclusive, cuz you can put exclusive

305
00:13:53,819 --> 00:13:55,469
on the page, reiterate the deal.

306
00:13:55,800 --> 00:13:59,099
So yeah, I think that's, um, if you've
got the time to set up the landing

307
00:13:59,099 --> 00:14:03,510
pages, a much more controllable
way of running your offers.

308
00:14:03,990 --> 00:14:04,469
Matt Edmundson: Yeah.

309
00:14:04,709 --> 00:14:04,979
Yeah.

310
00:14:04,984 --> 00:14:05,849
Well, I'll let you know.

311
00:14:06,839 --> 00:14:09,750
Chloe Thomas: Well, and also presumably
if you're doing it with landing

312
00:14:09,750 --> 00:14:14,640
pages, you can actually have a unique
SKU on sale so you can limit the

313
00:14:14,640 --> 00:14:16,319
amount of stock you've got for each.

314
00:14:17,250 --> 00:14:20,150
So if you were only planning on
selling a hundred of your thousand

315
00:14:20,155 --> 00:14:23,579
units at that discount, you don't
come in and discover it's ended up on

316
00:14:23,829 --> 00:14:27,240
a voucher code site and you sold all
a thousand, which was your stock to

317
00:14:27,240 --> 00:14:30,780
last you through toward May, February
or something at that discount level.

318
00:14:30,780 --> 00:14:34,589
So, um, yeah, look, control is
always good on Black Friday.

319
00:14:35,339 --> 00:14:35,760
Matt Edmundson: It is.

320
00:14:35,765 --> 00:14:38,579
And scarce actually doing things
like we've only got a hundred

321
00:14:38,579 --> 00:14:41,609
and people can see a countdown on
the website is very, very good.

322
00:14:41,640 --> 00:14:44,729
That sort of scarcity, is
it, it isity, isn't it?

323
00:14:44,734 --> 00:14:45,270
Yeah, yeah, yeah.

324
00:14:45,270 --> 00:14:47,219
That sort of scarcity
mentality type thing, isn't it?

325
00:14:47,219 --> 00:14:49,680
And you kind of, you do
have those countdown times.

326
00:14:49,680 --> 00:14:52,410
So yes, landing pages give
us a little bit more control.

327
00:14:52,680 --> 00:14:55,589
There is a little like, say a little
bit more work up, up the front.

328
00:14:55,589 --> 00:15:00,150
Cause you have to think about who am I,
who I do in this landing page for, Right.

329
00:15:00,150 --> 00:15:03,959
You have to segment, um, and then
figure out the different offers, but.

330
00:15:05,520 --> 00:15:07,560
, it's actually a lot more
straightforward for us cuz we've

331
00:15:07,650 --> 00:15:09,930
only got a small SKU catalog.

332
00:15:10,140 --> 00:15:13,410
Um, as opposed to, we don't have
the beauty company anymore, so

333
00:15:13,410 --> 00:15:16,080
I've not got 10,000 beauty products
that I need to think about.

334
00:15:16,530 --> 00:15:18,449
Um, it's, it's much more straightforward.

335
00:15:18,455 --> 00:15:21,510
So, um, so yes, uh, voucher codes.

336
00:15:21,515 --> 00:15:22,020
There you go.

337
00:15:22,620 --> 00:15:26,699
Okay, So sh here's a question for you.

338
00:15:26,699 --> 00:15:32,460
Why, why did this question, should I keep
capturing emails during a site-wide sale?

339
00:15:33,360 --> 00:15:35,490
That's an interesting, I'm not
quite sure they entirely mean,

340
00:15:35,495 --> 00:15:36,720
but have a go answering that.

341
00:15:38,085 --> 00:15:41,595
Chloe Thomas: I would assume that means
should I turn off my email sign up

342
00:15:41,895 --> 00:15:45,885
or should I, should I go fully tunnel
vision on getting the sale rather

343
00:15:45,885 --> 00:15:47,145
than try and get an email account?

344
00:15:47,150 --> 00:15:48,525
So I'm gonna assume it's that.

345
00:15:48,705 --> 00:15:48,885
Yeah.

346
00:15:48,885 --> 00:15:52,995
Um, no, you should still be, um, aiming
to collect email addresses cuz there will

347
00:15:52,995 --> 00:15:58,605
still be people coming to your site who
aren't yet ready to, uh, to purchase.

348
00:15:58,605 --> 00:16:01,725
And who do go, Oh no, the
offer's not quite what I wanted

349
00:16:01,725 --> 00:16:02,846
it to be or No, I'm not sure.

350
00:16:02,851 --> 00:16:04,185
Julie would actually like that.

351
00:16:04,215 --> 00:16:07,005
I'll sign up and I'll get it because
you might convert them later.

352
00:16:07,335 --> 00:16:12,825
Um, assuming you are still running that,
I would just be careful of being aware

353
00:16:12,825 --> 00:16:17,235
of what codes or offers, if any, you've
got on the email sign up and I might,

354
00:16:17,745 --> 00:16:21,944
um, I might pause a, a, um, signup popup.

355
00:16:22,485 --> 00:16:24,075
Might pause a signup popup.

356
00:16:24,075 --> 00:16:28,875
I might not, would depend on the brand,
but if you are not pausing it, so you're

357
00:16:28,875 --> 00:16:33,285
expecting quite a few signups during
that time period, I might change the

358
00:16:33,285 --> 00:16:36,165
first email in that welcome campaign to.

359
00:16:37,140 --> 00:16:41,250
It's Black Friday, amazing
offers only last until Saturday

360
00:16:41,250 --> 00:16:42,449
evening or whenever it is.

361
00:16:42,449 --> 00:16:45,719
So you are just going, you'll get
the rest of our welcome campaign

362
00:16:45,719 --> 00:16:48,719
later, but you need to know about
our Black Friday office now.

363
00:16:48,989 --> 00:16:53,699
Um, and you know, and if you've got any
restrictions on, you know, someone who's

364
00:16:53,704 --> 00:16:56,939
just signed up, doesn't get your normal
broadcast, and you've got a load of

365
00:16:56,939 --> 00:17:01,469
normal broadcast about Black Friday going
out, I'd remove that restriction as well

366
00:17:01,469 --> 00:17:05,069
because they are arguably your hottest,
some of your hottest buyers at that point.

367
00:17:05,190 --> 00:17:05,220
Mm.

368
00:17:05,349 --> 00:17:08,010
But yeah, I would still be, I
wouldn't turn off email collection.

369
00:17:08,730 --> 00:17:10,169
Matt Edmundson: Yeah,
I'm, I'm with you on that.

370
00:17:10,169 --> 00:17:15,810
The one, the one thing maybe I would
turn off is the popups that I, again, I

371
00:17:15,810 --> 00:17:19,740
see them a lot, you know, put your email
address and get 10% off, especially if

372
00:17:19,740 --> 00:17:21,690
you're already discounting on the site.

373
00:17:22,230 --> 00:17:23,069
Um, you might just want.

374
00:17:24,415 --> 00:17:26,415
Rephrase that or, or re redo that.

375
00:17:26,564 --> 00:17:29,655
Um, but like, yeah, And again,
this is where actually landing

376
00:17:29,655 --> 00:17:30,885
pages is really helpful.

377
00:17:30,885 --> 00:17:33,524
So you, if you're sending your
existing customers to a different

378
00:17:33,524 --> 00:17:37,185
landing page or you know, the best
customers to this landing page, you

379
00:17:37,185 --> 00:17:41,235
don't obviously need the email sign
up, uh, because they're already there.

380
00:17:41,355 --> 00:17:41,685
Right.

381
00:17:42,075 --> 00:17:46,814
Um, but when you are using, uh, like
with our paid media campaigns, we know

382
00:17:46,814 --> 00:17:48,225
where all the new customers are going to.

383
00:17:48,225 --> 00:17:50,774
So we might wanna make the
email sign up a little bit more

384
00:17:50,774 --> 00:17:52,455
prominent maybe on that page.

385
00:17:53,325 --> 00:17:53,534
Chloe Thomas: Yeah.

386
00:17:53,534 --> 00:17:56,774
And you might, um, you know, if you've
got specific landing pages for those

387
00:17:56,774 --> 00:18:02,415
new customer acquisition campaigns, you
might, uh, run and be running a delay pop.

388
00:18:02,820 --> 00:18:06,930
So you or an exit popup so it doesn't
come up unless they wanna leave

389
00:18:06,930 --> 00:18:08,670
that page and not take your offer.

390
00:18:09,060 --> 00:18:13,350
Um, so yeah, be a, being a little bit
strategic about it and just thinking

391
00:18:13,350 --> 00:18:17,550
through, hold on, what, how does
this campaign affect our activity?

392
00:18:17,640 --> 00:18:23,500
And um, and if, if you're only running a
one day Black Friday and you're a small

393
00:18:23,505 --> 00:18:27,420
team, I'm just gonna put this out there,
just, just so you know, you can just

394
00:18:27,420 --> 00:18:31,590
go, It would be really nice to rebuild
our welcome campaign, but actually

395
00:18:31,710 --> 00:18:34,230
let's just turn it off for 24 hours.

396
00:18:34,380 --> 00:18:34,530
Yeah.

397
00:18:34,590 --> 00:18:37,770
Um, or it'll be really nice to
rebuild all of that, but that's

398
00:18:37,775 --> 00:18:39,570
not gonna be worth it for us.

399
00:18:40,320 --> 00:18:43,830
Feel free to know, be as, do as
much or as little of what Matt and

400
00:18:43,830 --> 00:18:47,280
I are talking through here, cuz
some of this is quite big business.

401
00:18:47,610 --> 00:18:50,310
Um, crossing the i's
and dotting the T stuff.

402
00:18:50,880 --> 00:18:51,090
Matt Edmundson: Yeah.

403
00:18:51,090 --> 00:18:56,550
Some of it you definitely need a team for,
uh, would be, In fact, one of the things,

404
00:18:56,640 --> 00:18:58,980
um, Chloe that's come up in cohort.

405
00:18:59,370 --> 00:19:04,020
Uh, in the, in the, we do this workshop
in cohort, and one of the things, in

406
00:19:04,020 --> 00:19:06,750
fact, this month I did the workshop,
one of the things that we talked

407
00:19:06,750 --> 00:19:11,970
about in the workshop was you can have
permission to not do Black Friday.

408
00:19:12,450 --> 00:19:12,600
Yes.

409
00:19:12,690 --> 00:19:17,640
You, you can, and you can just feel the
weight just disappear off a number of

410
00:19:17,645 --> 00:19:20,400
shoulders, just kind of going, Oh, really?

411
00:19:21,570 --> 00:19:21,629
Yeah.

412
00:19:21,660 --> 00:19:22,290
Okay.

413
00:19:22,620 --> 00:19:26,790
So there are questions around that and,
and you mentioned this at the start.

414
00:19:26,790 --> 00:19:32,040
So, um, what advice do you give
to people who go and go, I don't

415
00:19:32,040 --> 00:19:33,390
know if I wanna do Black Friday?

416
00:19:35,070 --> 00:19:37,500
, 
Chloe Thomas: if you've got a good
reason not to do it, don't do it.

417
00:19:37,620 --> 00:19:41,370
I mean, and a good reason could be
it doesn't fit with our brand, it

418
00:19:41,370 --> 00:19:43,110
doesn't fit with our sales model.

419
00:19:43,170 --> 00:19:46,530
Um, we only have a
limited amount of stock.

420
00:19:46,620 --> 00:19:50,520
Uh, during the pandemic, I was doing a
lot of work with, uh, Wentworth Jigsaw

421
00:19:50,525 --> 00:19:56,010
Puzzles who manufacture their own jigsaws
and who were really struggling for stock.

422
00:19:56,580 --> 00:19:58,740
So they didn't do Black Friday.

423
00:19:58,740 --> 00:19:58,830
Mm-hmm.

424
00:20:00,265 --> 00:20:02,595
. It's because that was the
right decision for them.

425
00:20:02,685 --> 00:20:05,895
Um, other brands I've known haven't done
it and they've still had great sales

426
00:20:05,895 --> 00:20:11,055
days on that day because the cus their
customers were holding their spend waiting

427
00:20:11,060 --> 00:20:14,505
to see what the offers were and when
there wasn't an offer they bought anyway

428
00:20:14,505 --> 00:20:16,215
because that was the product they wanted.

429
00:20:16,635 --> 00:20:22,905
There is a, there is a big, um, customer
intention to spend money on that

430
00:20:22,905 --> 00:20:25,305
day, whether you run an offer or not.

431
00:20:25,725 --> 00:20:30,115
So you will probably see a sales
uplift even if you don't do anything.

432
00:20:30,120 --> 00:20:30,255
Yeah.

433
00:20:30,525 --> 00:20:33,795
But you don't have to, or
you might do something tiny.

434
00:20:33,795 --> 00:20:38,955
Like we've got, you know, we've got some,
you know, you basically rebrand your sale

435
00:20:38,955 --> 00:20:42,585
as your Black Friday offers in, clear
out some stock you wanna clear out or

436
00:20:42,585 --> 00:20:47,565
you, you know, you, you, you look at the
dead stock in the back of the warehouse

437
00:20:47,565 --> 00:20:49,785
and you do some mystery boxes, you.

438
00:20:50,490 --> 00:20:54,090
Content's worth a hundred pounds,
we'll charge you 20 pounds for it.

439
00:20:54,090 --> 00:20:58,230
And you, you know, your finance director's
going, Yes, we finally cleared that

440
00:20:58,235 --> 00:20:59,820
dead stock and turned it into cash.

441
00:21:00,450 --> 00:21:04,110
You have permission to do it,
to leverage that customer buying

442
00:21:04,110 --> 00:21:06,720
intent in whatever way you want to.

443
00:21:07,260 --> 00:21:12,060
Even if that means doing nothing
and just feeling quite smug.

444
00:21:12,510 --> 00:21:16,080
Um, yeah, , whilst everyone
else is running around

445
00:21:16,080 --> 00:21:16,230
going,

446
00:21:16,590 --> 00:21:17,790
Matt Edmundson: everyone's
going utterly crazy.

447
00:21:18,180 --> 00:21:22,950
We actually ran some tests at Jersey,
um, on Black Friday, some Black Fridays.

448
00:21:22,950 --> 00:21:24,870
We did stuff and some
Black Fridays we didn't.

449
00:21:25,530 --> 00:21:29,700
And what we found was that yes,
when you did Black Friday off sales

450
00:21:29,700 --> 00:21:34,320
increase, but when you didn't do Black
Friday sales, sales also increased.

451
00:21:34,500 --> 00:21:37,170
Cuz like you say, that buying
intent now, they increased more

452
00:21:37,170 --> 00:21:40,320
when you did do Black Friday office,
but your margin was a lot less.

453
00:21:41,040 --> 00:21:44,820
Uh, and so we found actually,
if we were protecting margin

454
00:21:44,850 --> 00:21:47,430
and also we were protecting.

455
00:21:48,825 --> 00:21:53,055
, um, cuz a lot of our customers that
would buy on Black Friday would buy more.

456
00:21:53,325 --> 00:21:53,595
Right?

457
00:21:53,595 --> 00:21:55,965
So they'd increase the average order
value then, but that means they wouldn't

458
00:21:55,965 --> 00:21:58,605
be buying in January, which is when
we normally would expect them to buy.

459
00:21:58,605 --> 00:22:00,945
So I'm offsetting the future
purchase a little bit.

460
00:22:01,485 --> 00:22:06,615
So when we weighed all of that,
um, together, we actually, with the

461
00:22:06,615 --> 00:22:10,515
beauty company, stopped doing Black
Friday because it was more profitable

462
00:22:10,515 --> 00:22:12,345
for us as a business not to do it.

463
00:22:12,345 --> 00:22:18,585
Now we, we did engage the customers
leading up to Black Friday and let

464
00:22:18,585 --> 00:22:21,555
them know what was going on and we
found actually doing offers closer

465
00:22:21,560 --> 00:22:22,695
to Christmas was better for us.

466
00:22:23,265 --> 00:22:26,625
Um, but yeah, it was a really, really
interesting experiment for us to do.

467
00:22:26,625 --> 00:22:31,275
And so that permission to not do back
Friday, as Chloe said, if it's not right

468
00:22:31,275 --> 00:22:33,135
for your business model, don't do it.

469
00:22:33,945 --> 00:22:34,215
There's no

470
00:22:34,435 --> 00:22:34,475
pressure.

471
00:22:34,475 --> 00:22:34,675
Yeah.

472
00:22:34,675 --> 00:22:37,785
There's no rule book that says
you have to run Black Friday.

473
00:22:38,415 --> 00:22:38,625
No.

474
00:22:38,625 --> 00:22:39,525
It's your business.

475
00:22:39,735 --> 00:22:40,575
You make the rules.

476
00:22:41,355 --> 00:22:48,960
So what are some of the, um,  campaigns
that you think if you are gonna do

477
00:22:48,960 --> 00:22:51,570
Black Friday, some of the offers,
some of the campaigns that you've

478
00:22:51,629 --> 00:22:54,330
heard talked about this year that
you think actually they're, they're

479
00:22:54,330 --> 00:22:56,070
quite clever or they're gonna win or,

480
00:22:58,830 --> 00:22:59,580
Chloe Thomas: Yeah.

481
00:22:59,820 --> 00:23:04,980
Um, yeah, it's a difficult one this year
in particular because I know there's

482
00:23:04,980 --> 00:23:13,020
a lot of businesses who have overstock
because they weren't anticipate the

483
00:23:13,020 --> 00:23:14,190
point where they place the orders.

484
00:23:14,190 --> 00:23:18,179
They weren't anticipating the
slowdown of the economy that they have

485
00:23:18,179 --> 00:23:20,399
experienced in some sectors already.

486
00:23:20,399 --> 00:23:20,460
Yeah.

487
00:23:21,270 --> 00:23:25,409
So they've got stock, they need to clear
into cash, in which case going big and

488
00:23:25,409 --> 00:23:29,190
deep with Black Friday is good because
you, you need the cash, even if the

489
00:23:29,190 --> 00:23:32,370
margin's bad, you need the cash or you're
not surviving the year potentially.

490
00:23:33,030 --> 00:23:36,750
But then there's other brands who are
doing, um, who are doing quite well.

491
00:23:38,040 --> 00:23:41,280
Or doing better than average who
are having to make these decisions.

492
00:23:41,280 --> 00:23:43,770
So I think we're gonna see
a really mixed up campaign.

493
00:23:44,190 --> 00:23:49,050
The piece of tech that I'm most
interested in seeing the results of

494
00:23:49,110 --> 00:23:52,680
is one I only came across a couple
of weeks ago at E-Commerce Expo.

495
00:23:52,950 --> 00:23:53,280
Hmm.

496
00:23:53,340 --> 00:23:54,480
Which is called Nibble.

497
00:23:54,485 --> 00:23:55,560
Have you come across Nibble?

498
00:23:57,300 --> 00:23:57,570
Okay.

499
00:23:57,570 --> 00:24:03,590
So Nibble is an AI chatbot that
negotiates with your customer.

500
00:24:03,590 --> 00:24:03,679
Matt Edmundson: Yes.

501
00:24:03,760 --> 00:24:07,470
I, This is why I was looking slightly
conf, cuz I'm like, this sounds familiar.

502
00:24:07,740 --> 00:24:10,410
And I'm thinking, is that
the negotiation software?

503
00:24:10,415 --> 00:24:10,810
It's

504
00:24:11,370 --> 00:24:12,210
Chloe Thomas: the negotiation one.

505
00:24:12,210 --> 00:24:12,570
Yeah.

506
00:24:13,410 --> 00:24:19,830
Which I think if it's deployed in
the right way could be amazing.

507
00:24:19,830 --> 00:24:22,200
And there are some amazing case
studies and they're, you know,

508
00:24:22,200 --> 00:24:25,590
they're busy gathering people to
test this on Black Friday for them.

509
00:24:25,889 --> 00:24:28,290
And I think it could be, you
know, we talked about, you know,

510
00:24:28,295 --> 00:24:29,399
is your voucher code missing?

511
00:24:29,399 --> 00:24:33,810
If you've got a chat bot going, do
you, would you like a deal on this?

512
00:24:33,815 --> 00:24:33,930
Mm-hmm.

513
00:24:34,560 --> 00:24:38,970
And it knows the remit can go to, in that
product, it should have a very positive

514
00:24:38,970 --> 00:24:41,820
impact on conversions and it should
save a bit of margin here and there.

515
00:24:41,820 --> 00:24:46,170
If I wasn't doing Black Friday, you know,
a big Black Friday event, I might deploy

516
00:24:46,170 --> 00:24:48,480
it just on Black Friday for a laugh.

517
00:24:49,139 --> 00:24:50,040
You know, not for a laugh.

518
00:24:50,040 --> 00:24:52,350
Sorry for a good, for a
really interesting test.

519
00:24:52,350 --> 00:24:52,860
Yeah, yeah.

520
00:24:52,920 --> 00:24:53,490
And go.

521
00:24:54,420 --> 00:25:00,030
It can take 10% off if a customer delays
for X amount of time on the site and

522
00:25:00,030 --> 00:25:03,420
isn't checking out, go, Were you hoping
we were running a Black Friday deal?

523
00:25:03,420 --> 00:25:06,180
Sh don't tell anyone, but
we could do something.

524
00:25:06,180 --> 00:25:07,830
What would you like type thing.

525
00:25:08,190 --> 00:25:11,909
So I'm, I'm very intrigued on
that because I haven't seen that.

526
00:25:11,970 --> 00:25:13,860
I haven't ever seen that done effectively.

527
00:25:13,860 --> 00:25:16,290
I've seen dynamic pricing and that
kind of stuff played around with, but

528
00:25:16,290 --> 00:25:20,399
I think that could be very interesting
and I'm hoping we will see some

529
00:25:20,460 --> 00:25:24,389
good segmentation because there's no
excuse not to do good segmentation.

530
00:25:24,389 --> 00:25:24,990
Not anymore.

531
00:25:25,409 --> 00:25:25,680
No.

532
00:25:25,770 --> 00:25:29,100
Um, but, We shall see.

533
00:25:29,770 --> 00:25:30,379
, I suppose

534
00:25:31,080 --> 00:25:34,080
Matt Edmundson: that's the, that's
the crux of the matter, isn't it?

535
00:25:34,080 --> 00:25:36,990
So goods, so good segmentation, right?

536
00:25:38,040 --> 00:25:40,649
How would you de define good segmentation?

537
00:25:40,649 --> 00:25:42,810
What are some of the segments
that you would be looking at?

538
00:25:43,169 --> 00:25:44,820
Uh, for e-commerce brands?

539
00:25:46,620 --> 00:25:47,669
Chloe Thomas: Caveating this with it.

540
00:25:47,669 --> 00:25:50,250
It depends on, you know, how much
you've got to shift, how much

541
00:25:50,250 --> 00:25:53,790
margin you give away, what your
overall business targets are.

542
00:25:53,790 --> 00:25:58,860
But I would be, you know, trying
to, trying to find the offers which

543
00:25:58,865 --> 00:26:03,720
are gonna turn inquiries who haven't
previously purchased into buyers.

544
00:26:03,899 --> 00:26:04,020
Mm-hmm.

545
00:26:04,320 --> 00:26:08,340
. So Black Friday's one thing, it's a chance
to get the people who've been sitting

546
00:26:08,340 --> 00:26:12,179
on the fence all year to get off that
fence and spend some money with you.

547
00:26:12,179 --> 00:26:12,240
Yeah.

548
00:26:12,870 --> 00:26:17,040
So I, and you know, and if you've,
I was gonna say aggressively, if

549
00:26:17,040 --> 00:26:21,500
you've been cleverly gathering
email addresses all year, then you

550
00:26:21,504 --> 00:26:24,750
should, you know, have a decent
size list to be sending that out to.

551
00:26:25,110 --> 00:26:29,460
The other thing I would be doing at
the moment is I would be focusing on,

552
00:26:29,610 --> 00:26:36,300
um, kind of reactivation campaigns,
because when the economy's a bit tougher,

553
00:26:36,305 --> 00:26:39,300
people are more likely to spend money
with businesses they already trust.

554
00:26:39,690 --> 00:26:45,240
And your past customers, those who've
lapsed, should be ready to trust you.

555
00:26:45,240 --> 00:26:45,659
Mm-hmm.

556
00:26:46,065 --> 00:26:47,540
to, uh, buy again.

557
00:26:47,540 --> 00:26:49,409
So it should be an easier conversion.

558
00:26:49,409 --> 00:26:52,860
Therefore, you shouldn't need
to use to give away so much

559
00:26:52,860 --> 00:26:54,240
margin to get that conversion.

560
00:26:54,240 --> 00:26:58,590
And if you can reactivate them now, it's
the end of November when we hit Black

561
00:26:58,590 --> 00:27:01,740
Friday, you still theoretically got time
to do another sale before the end of

562
00:27:01,740 --> 00:27:06,270
the year, and certainly to get them back
in to help you with the sale clearance

563
00:27:06,270 --> 00:27:08,100
and everything that comes next year.

564
00:27:09,330 --> 00:27:13,980
those are the two pots I would focus on
most heavily, getting that right for them.

565
00:27:14,460 --> 00:27:19,639
Um, and I would also make sure that
within all those marketing messages, as

566
00:27:19,639 --> 00:27:23,940
well as working out the right promotion
and the right products to be shifting, I

567
00:27:23,940 --> 00:27:29,040
would be using a lot of the kind of the
neuro marketing language within it all.

568
00:27:29,040 --> 00:27:36,600
So, fomo, scarcity, deadlines,
new exclusive, Yeah.

569
00:27:36,605 --> 00:27:36,629
Yeah.

570
00:27:36,720 --> 00:27:38,970
Social proof, all that kind of stuff.

571
00:27:38,970 --> 00:27:43,260
Because that's the, it's the
grease that oils the checkout.

572
00:27:43,320 --> 00:27:48,210
And if you get those right, then I reckon
I have no stats to back this up at all.

573
00:27:48,240 --> 00:27:51,450
I'm sure I could find them if I went
and read a couple of books, but if

574
00:27:51,540 --> 00:27:56,680
you get them right, then you can, you
should be able to protect a bit of

575
00:27:56,685 --> 00:27:59,639
margin and increase your conversion
rate, because that's what they do.

576
00:27:59,639 --> 00:28:03,240
They are, they are things which
we as humans are programmed

577
00:28:03,270 --> 00:28:04,650
to reactivate well to.

578
00:28:04,650 --> 00:28:04,740
Mm-hmm.

579
00:28:05,220 --> 00:28:07,160
, so they should.

580
00:28:08,520 --> 00:28:13,470
Theoretically you should be able
to reduce, to reduce your promotion

581
00:28:13,470 --> 00:28:17,370
rate, save a few more percentage
points of margin by using those

582
00:28:17,790 --> 00:28:19,860
rather than having to go deeper.

583
00:28:19,860 --> 00:28:23,520
So a bit of clever copywriting, a
bit of decent design work, and you

584
00:28:23,520 --> 00:28:25,139
can protect a bit of margin as well.

585
00:28:25,139 --> 00:28:29,159
And I think that's the winners this
year will be those who manage to

586
00:28:29,340 --> 00:28:32,159
get the sales whilst protecting
as much margin as possible.

587
00:28:32,429 --> 00:28:33,419
Matt Edmundson: Yeah, no, I agree.

588
00:28:33,800 --> 00:28:34,330
I agree.

589
00:28:34,330 --> 00:28:36,149
It's um, I like that.

590
00:28:36,270 --> 00:28:36,870
I like that.

591
00:28:36,870 --> 00:28:40,919
So, And I like, I'm really
curious actually, to see if I

592
00:28:40,919 --> 00:28:43,919
do go on any websites and come
across that negotiating software.

593
00:28:43,919 --> 00:28:47,159
I've seen it work a couple of
times and I've, I've tried my hand

594
00:28:47,159 --> 00:28:50,010
buying something once with it, just
having, I was just totally crazy

595
00:28:50,010 --> 00:28:51,149
with it, but it was just good fun.

596
00:28:51,780 --> 00:28:54,000
Um, and it does create that
talking point, doesn't it?

597
00:28:54,000 --> 00:28:54,990
That whole Yeah.

598
00:28:55,290 --> 00:28:56,340
Negotiation thing.

599
00:28:56,340 --> 00:29:00,449
So really keen to see if that comes,
uh, a little bit more to the forefront.

600
00:29:00,540 --> 00:29:01,860
Very good, very good.

601
00:29:02,970 --> 00:29:06,540
Um, so on in cohort Chloe, one of
the things that we talked about was

602
00:29:06,540 --> 00:29:09,870
building trust, uh, with your customer.

603
00:29:10,770 --> 00:29:14,669
Um, conversion rates, obviously for
first and foremost all about trust.

604
00:29:14,669 --> 00:29:16,199
How much does this customer trust you?

605
00:29:16,730 --> 00:29:24,270
Um, what, 29:what are some of the ways
that people can increase trust on the

606
00:29:24,274 --> 00:29:26,310
website for say, the first time buyers?

607
00:29:27,929 --> 00:29:30,600
Chloe Thomas: Social
proof, most obviously.

608
00:29:30,689 --> 00:29:34,320
Um, but social proof comes
in so many different flavors.

609
00:29:34,649 --> 00:29:35,459
You know, you've got.

610
00:29:36,330 --> 00:29:40,500
The overall score of the site, you know,
four and a half stars out of whatever

611
00:29:40,679 --> 00:29:42,300
on whatever platform you're using.

612
00:29:42,300 --> 00:29:48,011
You've got actual quotes from actual
customers to put in places and I would

613
00:29:48,015 --> 00:29:51,750
take some control over what appears on
the homepage and what is on your emails.

614
00:29:51,750 --> 00:29:55,470
I know you can get widgets that just
feed things through, but I would take

615
00:29:55,470 --> 00:29:59,939
a little bit of control over that
and maybe go, this is a particularly

616
00:29:59,939 --> 00:30:03,240
good one we're gonna put on that
banner when people land on the site.

617
00:30:03,720 --> 00:30:07,830
Um, I would also, you know, make sure
you've got that on individual products.

618
00:30:07,835 --> 00:30:11,700
We hear from all the sources in
the world that one review on a

619
00:30:11,705 --> 00:30:15,960
product page massively increases
the conversion of that product page.

620
00:30:16,020 --> 00:30:17,129
Go find some of that.

621
00:30:17,669 --> 00:30:20,250
Um, make sure you know
you've got it on product.

622
00:30:20,254 --> 00:30:23,159
If you've got best selling products or
products you think should be best sellers

623
00:30:23,159 --> 00:30:27,720
that haven't yet got any reviews, work a
bit harder on trying to get those in play.

624
00:30:29,024 --> 00:30:34,995
And then also, you know, we see
increasing amounts of, uh, U GC or user

625
00:30:34,995 --> 00:30:37,274
generated content photography and video.

626
00:30:37,605 --> 00:30:38,325
You've got that.

627
00:30:38,325 --> 00:30:39,555
Use that in the marketing.

628
00:30:39,555 --> 00:30:44,325
Use it on the website as relevant
to get that customer giving

629
00:30:44,325 --> 00:30:45,735
a real view of your product.

630
00:30:45,795 --> 00:30:48,524
So that's kind of the, the big
kind of user generated content,

631
00:30:48,524 --> 00:30:51,264
the big social proof stuff
that comes from your customers.

632
00:30:51,495 --> 00:30:54,825
Then you've got the social proof
that comes from PR and places

633
00:30:54,825 --> 00:30:57,284
you've been featured, famous
customers, that sort of thing.

634
00:30:58,274 --> 00:31:03,705
Um, I watched a presentation by Biscuit
Tears last week who have a quote from

635
00:31:03,710 --> 00:31:08,295
Claudia Winkleman saying, um, if you don't
like biscuit ears, there's something.

636
00:31:08,295 --> 00:31:10,965
Basically, I paraphrase, if
you don't like biscuit ears,

637
00:31:10,965 --> 00:31:12,045
there's something wrong with you.

638
00:31:12,284 --> 00:31:14,955
Tell customer services,
they have my number.

639
00:31:14,955 --> 00:31:18,315
We'll have a chat about your problems,
, or something along those lines,

640
00:31:18,675 --> 00:31:23,175
which is just like, it's on brand
Claudia Winkleman and yeah, totally.

641
00:31:24,000 --> 00:31:27,480
and she is so on brand for their cu
for their, their company as well.

642
00:31:27,480 --> 00:31:29,880
I would have that all over their
homepage and on every email.

643
00:31:29,880 --> 00:31:29,940
Yeah.

644
00:31:30,810 --> 00:31:34,260
Um, so, you know, famous customers,
quotes, places you've been

645
00:31:34,260 --> 00:31:36,090
featured include some of that.

646
00:31:36,180 --> 00:31:41,100
And then, um, one of the things which
gets kind of neglected on the trust

647
00:31:41,105 --> 00:31:43,200
front can often be founders story.

648
00:31:43,230 --> 00:31:46,350
How long you've been around, how
many orders you've shipped, how

649
00:31:46,350 --> 00:31:47,850
many happy customers you've had.

650
00:31:48,570 --> 00:31:51,630
Cuz you know, if you are trying to
commit, convince those new people, you

651
00:31:51,630 --> 00:31:55,260
need to do everything you can to show
them that other people have purchased

652
00:31:55,260 --> 00:31:57,090
your products and been happy about it.

653
00:31:57,420 --> 00:31:57,750
Yeah.

654
00:31:58,620 --> 00:32:02,070
Anything you can do to show that and
to reveal the humanity behind the

655
00:32:02,280 --> 00:32:04,350
business should work well for you.

656
00:32:04,800 --> 00:32:05,940
Yeah, but don't, Absolutely.

657
00:32:05,940 --> 00:32:07,800
Don't try and put it
all on one page though.

658
00:32:09,210 --> 00:32:11,730
, you know, make it balanced.

659
00:32:11,760 --> 00:32:12,690
Matt Edmundson: Yeah, yeah, yeah.

660
00:32:14,400 --> 00:32:16,470
. Now this reviews thing is an
interesting thing, isn't it?

661
00:32:16,470 --> 00:32:17,820
Because especially.

662
00:32:18,480 --> 00:32:23,640
. Um, if you are gonna be doing an
offer on some stock that you've got

663
00:32:23,700 --> 00:32:28,110
and they, and you haven't got reviews
on that stock, you, you've got a few

664
00:32:28,110 --> 00:32:30,480
weeks to go and get them, but not many.

665
00:32:31,110 --> 00:32:33,030
You need to, you need to go and get those.

666
00:32:33,030 --> 00:32:33,540
Really.

667
00:32:33,840 --> 00:32:36,150
And I think, I mean, it depend
on your website, doesn't it?

668
00:32:36,150 --> 00:32:39,510
And my experience is you need
probably at least between five

669
00:32:39,510 --> 00:32:41,850
and 15 to get going with, and

670
00:32:42,510 --> 00:32:46,740
Chloe Thomas: well, you say that, but
um, at the same event that Biers were

671
00:32:46,740 --> 00:32:50,910
speaking at someone from John Lewis was
speaking and she was saying they, if they

672
00:32:50,910 --> 00:32:55,350
had one review on a product, it increased
the conversion rate of that page by 10%,

673
00:32:55,350 --> 00:32:56,730
I think was the number she was saying.

674
00:32:56,735 --> 00:32:56,760
Yeah.

675
00:32:56,760 --> 00:32:57,160
Yeah.

676
00:32:57,330 --> 00:33:03,420
And I had, uh, the person who was in
charge of reviews at Argos on the podcast

677
00:33:03,960 --> 00:33:05,720
Oh, is that couple years back, back now.

678
00:33:05,780 --> 00:33:07,000
And Diane.

679
00:33:08,205 --> 00:33:09,764
Matt Edmundson: Joanna, Joanna Steel.

680
00:33:09,915 --> 00:33:10,125
Yeah.

681
00:33:10,125 --> 00:33:11,135
Yeah, so

682
00:33:11,135 --> 00:33:11,535
Chloe Thomas: not dianna.

683
00:33:11,535 --> 00:33:11,835
Brilliant.

684
00:33:11,980 --> 00:33:12,554
Joanna Steel.

685
00:33:14,145 --> 00:33:18,135
And she was saying how even a
one star review on a product

686
00:33:18,655 --> 00:33:19,605
increase the conversion rate.

687
00:33:20,175 --> 00:33:24,735
So, so yes, there, there's certainly
some, you know, a flywheel impact

688
00:33:24,735 --> 00:33:28,544
that happens after you get a certain
number, but to get one is brilliant.

689
00:33:28,605 --> 00:33:31,605
If you've got a group, you know, if
you've managed to build a community of

690
00:33:31,605 --> 00:33:36,585
some description of particularly great
customers, loyal customers who you can

691
00:33:36,585 --> 00:33:41,804
talk to, sending out an email to that v
i P group and saying, Oh, you know, if

692
00:33:41,810 --> 00:33:45,135
you've got 'em in a Facebook group or
something else, um, or, you know, the

693
00:33:45,135 --> 00:33:48,375
founder's got a good Instagram following,
put one out going, We're gonna be doing a

694
00:33:48,375 --> 00:33:51,014
great Black Friday offer on this product.

695
00:33:51,075 --> 00:33:53,985
If you've bought it, we'd really
appreciate a review because it

696
00:33:53,985 --> 00:33:57,705
will help us sell more units and
help the new customers understand

697
00:33:57,710 --> 00:33:59,115
the real benefits of the product.

698
00:34:00,230 --> 00:34:03,060
I bet that will work if you're
build, you know, if you've got those

699
00:34:03,440 --> 00:34:05,100
customers who love it, direct them.

700
00:34:05,100 --> 00:34:06,389
Tell them you need their help.

701
00:34:06,389 --> 00:34:09,870
It's a very powerful way of getting
people to do things over and above.

702
00:34:09,875 --> 00:34:16,280
Just ping out another boring review
request email, you know, send it, read.

703
00:34:16,280 --> 00:34:17,460
Yeah, yeah, yeah.

704
00:34:17,670 --> 00:34:19,080
Send it from a good group of people.

705
00:34:19,259 --> 00:34:20,310
Don't fake it.

706
00:34:20,580 --> 00:34:21,690
Please don't fake it.

707
00:34:22,170 --> 00:34:26,009
Um, it's morally bad if nothing else.

708
00:34:26,100 --> 00:34:26,520
Wow.

709
00:34:26,790 --> 00:34:28,440
Matt Edmundson: Just,
it's just wrong, isn't it?

710
00:34:28,440 --> 00:34:30,420
It's just, let's just, it's just wrong.

711
00:34:30,630 --> 00:34:31,170
Don't do it.

712
00:34:31,620 --> 00:34:36,300
Um, be genuine, be authentic, but just
go and get people to review your product.

713
00:34:36,420 --> 00:34:38,310
Um, I would agree that one review is good.

714
00:34:38,310 --> 00:34:42,150
We found in our testing that the
same sort of thing, actually one view

715
00:34:42,150 --> 00:34:43,710
makes a big difference to conversion.

716
00:34:43,920 --> 00:34:46,830
And then when we sort of, depending
on the product is if we sort of

717
00:34:46,835 --> 00:34:50,070
hit five to 15, that would take
it to the next sort of stage.

718
00:34:51,090 --> 00:34:55,630
Um, and so we always have the little
groups, the little groups of hardcore

719
00:34:55,634 --> 00:34:59,970
fans, uh, and we're like, Right, let's
go get these guys to write reviews.

720
00:34:59,970 --> 00:35:02,430
And if we were ever doing a new product,
we would send the product out and

721
00:35:02,430 --> 00:35:05,040
go, Please review this product even
before we've launched the product.

722
00:35:05,800 --> 00:35:09,840
Um, and so, yeah, all kinds of
little tricks that you can do.

723
00:35:09,990 --> 00:35:11,910
But I like Jeff Founder's Instagram thing.

724
00:35:12,000 --> 00:35:12,570
Put it out there.

725
00:35:12,570 --> 00:35:14,130
People will review it, it's not a problem.

726
00:35:14,610 --> 00:35:16,050
Uh, but they get your reviews,

727
00:35:16,930 --> 00:35:18,450
Chloe Thomas: you know,
you could even use it.

728
00:35:19,259 --> 00:35:23,910
Double bubble bump and send out an email
to your VIPs going, We'll give you X

729
00:35:23,910 --> 00:35:28,470
percentage off this product if you can buy
it and leave a review in the next week.

730
00:35:28,709 --> 00:35:28,830
Yeah.

731
00:35:28,859 --> 00:35:32,129
So you get like a little mini
uplift before then you use

732
00:35:32,134 --> 00:35:33,600
that for the Black Friday bit.

733
00:35:33,990 --> 00:35:34,049
Yeah.

734
00:35:34,055 --> 00:35:36,689
And if you're gonna do that, don't
bother tracking whether they get ran

735
00:35:36,694 --> 00:35:39,600
leaving your review or not, but do
send them an email reminding them

736
00:35:39,600 --> 00:35:41,279
that they got a discount for a review.

737
00:35:41,279 --> 00:35:45,509
But you know, slapping your customer's
knuckles for not having the time

738
00:35:45,509 --> 00:35:48,839
to put a review when you gave them
some money off is not a good idea.

739
00:35:49,410 --> 00:35:52,109
I feel that at times of
stress and everyone's tired

740
00:35:52,109 --> 00:35:52,979
like they are at the moment.

741
00:35:53,339 --> 00:35:56,149
It sounds obvious, but it
needs to be said sometimes.

742
00:35:56,339 --> 00:35:57,209
Matt Edmundson: It it does.

743
00:35:57,209 --> 00:35:57,509
It does.

744
00:35:57,959 --> 00:35:58,200
Yeah.

745
00:35:58,200 --> 00:36:02,040
We don't need to police this, uh,
to the crazy levels sometimes.

746
00:36:02,100 --> 00:36:02,609
Um,

747
00:36:05,850 --> 00:36:09,750
Okay, so question, another question here.

748
00:36:09,839 --> 00:36:10,259
Chloe.

749
00:36:10,290 --> 00:36:12,359
Tips for selling after Black Friday.

750
00:36:14,924 --> 00:36:18,765
, 
Chloe Thomas: all the normal stuff,
guys, , all the normal stuff.

751
00:36:19,395 --> 00:36:24,375
Um, it's, I think this is one of the
things which people who are newer to

752
00:36:24,379 --> 00:36:28,334
the industry get that kind of fear
of, Oh my God, the customers will,

753
00:36:28,395 --> 00:36:31,665
will remember it was 20% off on Friday
and they won't buy it on Monday.

754
00:36:32,595 --> 00:36:35,625
As a human being in your own
buying, have you ever done that?

755
00:36:35,685 --> 00:36:36,194
No.

756
00:36:36,705 --> 00:36:38,625
, you've just gone, I'll
just buy it on Monday.

757
00:36:38,924 --> 00:36:41,805
So business carries on as
normal post Black Friday.

758
00:36:41,805 --> 00:36:45,765
But the good, the, the great thing
is you should have some fresh buyers,

759
00:36:46,095 --> 00:36:50,325
maybe first time buyers, second time
buyers, third time buyers who want

760
00:36:50,325 --> 00:36:54,075
and are ready to buy from you, who
are having that good experience.

761
00:36:54,555 --> 00:36:56,745
So the first thing, I guess
is make sure they have a good

762
00:36:56,745 --> 00:36:59,354
experience from, from that sale.

763
00:36:59,354 --> 00:37:03,825
So the parcel arrives on time, customer
services ready to help them with delivery

764
00:37:03,825 --> 00:37:05,444
if they need it, et cetera, et cetera.

765
00:37:05,805 --> 00:37:08,834
And then carry on with all the normal
marketing that you would normally,

766
00:37:09,134 --> 00:37:10,785
that you do in the run up to Christmas.

767
00:37:11,625 --> 00:37:12,305
And it's.

768
00:37:12,839 --> 00:37:13,890
Simple and straightforward.

769
00:37:13,890 --> 00:37:14,730
Is that really?

770
00:37:15,120 --> 00:37:15,299
Yeah.

771
00:37:15,299 --> 00:37:16,410
By mis you think, Matt?

772
00:37:16,415 --> 00:37:17,490
Is that too obvious?

773
00:37:17,759 --> 00:37:18,231
Matt Edmundson: No, no, no.

774
00:37:18,236 --> 00:37:20,310
Obvious is good, Chloe obvious is good.

775
00:37:20,310 --> 00:37:22,740
And I, I do wanna jump in here
a little bit and say, Listen, if

776
00:37:22,745 --> 00:37:23,910
you're on cohort, don't worry.

777
00:37:23,910 --> 00:37:27,629
We're recovering this, uh,
in next month's sprint.

778
00:37:27,629 --> 00:37:31,799
So, uh, we are gonna, you know, how
do you write your welcome sequences

779
00:37:31,830 --> 00:37:34,890
and all that sort of stuff for your
new customers post Black Friday.

780
00:37:35,400 --> 00:37:37,830
Um, but yeah, I think
you're totally right.

781
00:37:37,830 --> 00:37:40,770
I think it's, it's all the
straightforward, normal

782
00:37:40,770 --> 00:37:41,670
stuff is just do it.

783
00:37:41,670 --> 00:37:45,870
Well just treat people how you want to
be treated and they'll keep coming back.

784
00:37:45,870 --> 00:37:51,145
Now you are gonna have some people
who are, um, How can I call 'em?

785
00:37:51,145 --> 00:37:52,004
They're just the bargain hunters.

786
00:37:52,004 --> 00:37:53,355
They're just out for the bargain.

787
00:37:53,384 --> 00:37:55,694
They're gonna buy cuz it
was super cheap or whatever.

788
00:37:55,964 --> 00:37:59,024
And after that they almost
become a waste of space.

789
00:37:59,265 --> 00:37:59,895
That's fine.

790
00:38:00,254 --> 00:38:02,205
Just take 'em off your email
list and leave 'em alone.

791
00:38:02,535 --> 00:38:04,274
They might come back
black next Black Friday.

792
00:38:04,424 --> 00:38:05,955
Uh, and that's okay.

793
00:38:05,955 --> 00:38:06,375
You know,

794
00:38:07,095 --> 00:38:12,044
Chloe Thomas: the one thing I would
do is I would have some postcards

795
00:38:12,044 --> 00:38:18,194
printed or some a five flyers
that have a, an incentive to buy

796
00:38:18,200 --> 00:38:21,464
before Christmas that goes in all
those parcels of the Black Friday.

797
00:38:21,975 --> 00:38:22,995
Um, lot.

798
00:38:23,355 --> 00:38:23,475
Yeah.

799
00:38:23,475 --> 00:38:27,165
It might be a free delivery on your
next order or a, uh, you know, a

800
00:38:27,165 --> 00:38:29,385
free upgrade to Speedy Delivery.

801
00:38:29,385 --> 00:38:32,985
Or it might be a, here's five
pounds off your next order.

802
00:38:32,985 --> 00:38:35,415
That looks like a fiver or something.

803
00:38:36,135 --> 00:38:42,195
But just to put that in there, to kind of,
as they open it, they go, Oh yeah, I could

804
00:38:42,195 --> 00:38:43,845
buy more before Christmas, couldn't I?

805
00:38:43,845 --> 00:38:47,565
Just to remind them that they don't
have to forget about you until January.

806
00:38:47,895 --> 00:38:50,715
They could do something that's got
your last order dates for Christmas

807
00:38:50,715 --> 00:38:52,125
delivery and that sort of thing on it.

808
00:38:52,125 --> 00:38:55,635
And any key messages, you know, if you,
if you find the Black Friday, people are

809
00:38:55,640 --> 00:38:57,405
mainly buying for themselves point out.

810
00:38:57,675 --> 00:38:59,115
You can do gift deliveries.

811
00:38:59,115 --> 00:38:59,175
Yeah.

812
00:38:59,175 --> 00:39:01,845
If you do gift deliveries
and, and things like that.

813
00:39:01,845 --> 00:39:06,435
So a, a visual reminder in that
unboxing experience that you are

814
00:39:06,435 --> 00:39:11,925
allowed to buy again from me this
year is, um, a very, very cheap and

815
00:39:11,925 --> 00:39:13,755
highly cost effective marketing.

816
00:39:14,850 --> 00:39:15,450
Matt Edmundson: Very good.

817
00:39:15,480 --> 00:39:16,980
Very true as well.

818
00:39:17,250 --> 00:39:17,610
Very, very.

819
00:39:17,610 --> 00:39:18,060
I like that.

820
00:39:18,060 --> 00:39:18,840
Put it in the box.

821
00:39:18,840 --> 00:39:19,800
Let them know it's fine.

822
00:39:20,160 --> 00:39:23,850
I saw IKEA do this once,
uh, really well, not online.

823
00:39:24,300 --> 00:39:29,760
Uh, but I, I remember a couple years ago
they did this offer where if you bought

824
00:39:29,760 --> 00:39:33,330
a Christmas tree from them, and I can't
remember the price of the Christmas tree,

825
00:39:33,330 --> 00:39:35,070
let's say it was like 70 bucks, right?

826
00:39:35,640 --> 00:39:40,830
If you bought the Christmas tree off
them for 70 bucks, they gave you a

827
00:39:40,835 --> 00:39:45,000
70, uh, pound gift voucher, right?

828
00:39:45,005 --> 00:39:46,890
You kind of think, Well, I've
got a free Christmas tree.

829
00:39:47,490 --> 00:39:52,170
But of course the gift voucher had
to be used between, you know, 2:36 PM

830
00:39:52,170 --> 00:39:57,550
and 4:32 PM  on whichever day they had
their slowest sales throughout the year.

831
00:39:57,550 --> 00:39:59,640
I mean, there was, I mean, it wasn't
quite that bad, but there were some

832
00:39:59,640 --> 00:40:01,020
strict terms and conditions with it.

833
00:40:01,830 --> 00:40:04,560
Um, and you can do things like.

834
00:40:05,160 --> 00:40:05,910
That.

835
00:40:06,300 --> 00:40:09,060
And we, we've done it in the past where
it's like, well this is really clever.

836
00:40:09,060 --> 00:40:13,590
If you spend this, we will give you
this sort of obscene amount of money in

837
00:40:13,840 --> 00:40:17,760
a gift voucher if you spend it between
here and here and this time or that time.

838
00:40:18,270 --> 00:40:21,810
Um, and I've seen gifts with purchase
work really well with this as well.

839
00:40:21,810 --> 00:40:29,310
So it's like if you buy from us before
Christmas, um, then, uh, this gift

840
00:40:29,310 --> 00:40:31,200
voucher entitles you to get this.

841
00:40:31,440 --> 00:40:34,080
We did it with candles cuz candles
were easy and everyone wants

842
00:40:34,080 --> 00:40:35,400
a candle at Christmas, right?

843
00:40:35,460 --> 00:40:35,550
Mm-hmm.

844
00:40:36,000 --> 00:40:38,430
, uh, the candles were sold on
the site for like 30 bucks.

845
00:40:38,640 --> 00:40:39,440
I can't remember what it was.

846
00:40:39,440 --> 00:40:40,380
It was like 22, actually.

847
00:40:40,380 --> 00:40:41,520
22 pounds, something like that.

848
00:40:42,030 --> 00:40:44,280
Um, but we were like, If you use
this gift voucher, we'll send you a

849
00:40:44,285 --> 00:40:46,020
candle free of charge with any order.

850
00:40:46,410 --> 00:40:49,920
Um, and they're like, But
the candle's worth 22 pounds.

851
00:40:49,920 --> 00:40:52,230
I could buy something for 10 pounds
and get a candle for 22 pounds.

852
00:40:52,235 --> 00:40:53,040
Yes, you could.

853
00:40:53,220 --> 00:40:55,560
I don't think you, I mean, there
was maybe one or two people that

854
00:40:55,620 --> 00:40:56,820
the majority of people didn't.

855
00:40:57,480 --> 00:41:00,360
And um, and that worked
really, really well as well.

856
00:41:00,390 --> 00:41:03,530
So yeah, those sort of added
value things, I think work.

857
00:41:04,485 --> 00:41:05,445
Work insanely well.

858
00:41:06,075 --> 00:41:10,185
Chloe Thomas: Free Gifts are hugely
powerful when you get the free gift right

859
00:41:10,185 --> 00:41:12,015
and when you buy the free gift, right?

860
00:41:12,015 --> 00:41:12,495
Mm-hmm.

861
00:41:13,115 --> 00:41:17,475
. So a free gift, you are in control
of how much it's costing you.

862
00:41:17,585 --> 00:41:18,025
Mm-hmm.

863
00:41:18,031 --> 00:41:19,065
, which is awesome.

864
00:41:19,835 --> 00:41:24,945
Um, so the, so on that side of it, make
sure it fits in your normal parcels.

865
00:41:25,185 --> 00:41:28,005
Cause you, it's not incredibly
heavy either cuz that's

866
00:41:28,005 --> 00:41:29,085
gonna cost you more money.

867
00:41:29,175 --> 00:41:29,445
Yeah.

868
00:41:29,535 --> 00:41:31,515
You don't want some causes
more delivery problems.

869
00:41:31,515 --> 00:41:34,125
So if your parcels usually go
through the letter box, don't get

870
00:41:34,125 --> 00:41:38,385
a free gift that's the size of a
mug, cuz that's gonna be a problem.

871
00:41:38,475 --> 00:41:41,685
Yeah, I know it worked for sports Direct,
it's not gonna work for everybody.

872
00:41:41,895 --> 00:41:42,015
Yeah.

873
00:41:42,045 --> 00:41:44,925
Um, then you and you buy it.

874
00:41:44,925 --> 00:41:48,525
Well, so like a free gift if
you, if it's should, should only

875
00:41:48,525 --> 00:41:49,965
cost you a couple of pounds.

876
00:41:50,145 --> 00:41:50,265
Yeah.

877
00:41:50,325 --> 00:41:52,065
Like literally one or two pounds.

878
00:41:52,245 --> 00:41:56,085
Find something really low cost
so you are totally in control

879
00:41:56,265 --> 00:41:57,555
of how much that's costing you.

880
00:41:58,215 --> 00:42:03,660
And then, A free gift, like your
candle mat should be something which

881
00:42:03,660 --> 00:42:06,090
can be re-gifted really easily.

882
00:42:06,090 --> 00:42:08,070
It's like a vanilla product.

883
00:42:08,490 --> 00:42:11,970
Anyone is interested you, you know,
it's one of those things which you

884
00:42:11,970 --> 00:42:15,450
stash in the bottom drawer for when
you've forgotten someone's birthday.

885
00:42:16,140 --> 00:42:21,240
Um, you know, it's back when I worked
for PAs, it was stuff like draw liners

886
00:42:21,570 --> 00:42:26,700
and uh, pori and things like, it was
just that really vanilla, Oh God,

887
00:42:26,700 --> 00:42:28,000
it's the mother-in-law's birthday.

888
00:42:28,005 --> 00:42:33,270
What am I gonna give to her type scenario
Or that can be self used for yourself.

889
00:42:33,270 --> 00:42:38,430
So bath salts, um,
candles, note look cards.

890
00:42:38,790 --> 00:42:41,800
I'm probably dating myself with
my past times knowledge here.

891
00:42:41,805 --> 00:42:48,040
But, um, yeah, those sort of things or
socks or hand warmers or, you know, yeah.

892
00:42:48,045 --> 00:42:52,230
All these things which can be used
or can be regifted so the person's

893
00:42:52,235 --> 00:42:53,670
not going, Oh, but I don't want that.

894
00:42:54,300 --> 00:42:54,930
They're going.

895
00:42:55,995 --> 00:42:59,175
Or I could use that, or I could
give it to X, Y, or Z person.

896
00:42:59,295 --> 00:43:00,645
So it's useful to them.

897
00:43:00,645 --> 00:43:02,685
Otherwise it's got, you
know, no power at all.

898
00:43:02,685 --> 00:43:09,885
So yeah, cheap universal appeal and
fits in the parcel and then go for it.

899
00:43:10,725 --> 00:43:12,015
Matt Edmundson: I like
that fits in the parcel.

900
00:43:12,015 --> 00:43:12,885
The amount of times we've.

901
00:43:14,135 --> 00:43:15,725
Yeah, it's so easily done.

902
00:43:15,725 --> 00:43:18,755
We've, and you, you did, you've got
this great offer, this give with

903
00:43:18,755 --> 00:43:22,835
purchase and you go, Oh bugger,
this doesn't fit in this LA box.

904
00:43:23,105 --> 00:43:25,385
I now need a new box to go.

905
00:43:25,775 --> 00:43:26,345
Ah.

906
00:43:27,335 --> 00:43:30,035
Chloe Thomas: And he's gone off
a bracket in the postage pricing

907
00:43:30,035 --> 00:43:31,625
and it just like, Oh, it costs

908
00:43:31,625 --> 00:43:33,395
Matt Edmundson: me, you know,
whatever, a buck to buy it.

909
00:43:33,395 --> 00:43:37,055
But it's like 14,000 pounds
to ship the blinking thing.

910
00:43:37,775 --> 00:43:38,705
I'm never doing that again.

911
00:43:39,395 --> 00:43:41,255
And that was always, that was
one of the things actually

912
00:43:41,260 --> 00:43:42,215
we learned with the candles.

913
00:43:42,275 --> 00:43:44,855
Uh, you know, we gave decent size
candles the first year and we're

914
00:43:44,855 --> 00:43:45,815
like, We're not doing that again.

915
00:43:45,815 --> 00:43:47,195
Cuz they weigh an absolute ton.

916
00:43:47,435 --> 00:43:51,245
So we, you go with the smaller ones and
Okay, now that makes a bit more sense.

917
00:43:51,905 --> 00:43:53,345
Um, so these things you learn

918
00:43:54,995 --> 00:43:57,245
Chloe Thomas: and hopefully we are
fast tracking that for everyone

919
00:43:57,250 --> 00:43:59,555
listening a little bit anyway.

920
00:43:59,615 --> 00:43:59,795
Yeah,

921
00:43:59,800 --> 00:44:00,395
Matt Edmundson: absolutely.

922
00:44:01,595 --> 00:44:03,005
Um, next question.

923
00:44:03,295 --> 00:44:06,635
Do you treat Black Friday
differently to Cyber Monday?

924
00:44:09,815 --> 00:44:11,965
Chloe Thomas: Depends on
what your objectives are.

925
00:44:12,795 --> 00:44:16,395
And how much time and effort
you have within your business.

926
00:44:17,085 --> 00:44:21,585
Um, if you've got, if you're
running, you know, promos that run

927
00:44:21,585 --> 00:44:24,675
on specific product lines and you're
gonna try and keep it interesting.

928
00:44:24,675 --> 00:44:25,905
So you've got a lot of stock to clear.

929
00:44:25,905 --> 00:44:31,545
So, you know, like day one is
product X, day two is product y,

930
00:44:31,575 --> 00:44:33,795
day three is Product Z and so forth.

931
00:44:34,155 --> 00:44:36,435
Then yeah, you're gonna be promoting
a different product, moving it

932
00:44:36,435 --> 00:44:40,125
onto the homepage, focusing on that
landing page, et cetera, to clear it.

933
00:44:40,125 --> 00:44:42,555
So you might cycle through
offers in that way.

934
00:44:42,915 --> 00:44:45,915
Uh, you might change the banner
on the homepage to switch it from

935
00:44:45,915 --> 00:44:47,835
Black Friday to Cyber Monday.

936
00:44:48,255 --> 00:44:51,525
Um, and you probably change
the messaging in the emails.

937
00:44:51,585 --> 00:44:53,595
Do you need to run a
totally separate promotion?

938
00:44:53,925 --> 00:44:54,255
No.

939
00:44:54,885 --> 00:44:56,115
Be kind to yourself.

940
00:44:56,565 --> 00:45:01,155
Um, , you know, fundamentally
change a couple of graphics.

941
00:45:02,445 --> 00:45:05,355
You've gotta create a different
email anyway, but don't feel

942
00:45:05,355 --> 00:45:08,445
like you need to come up with a
whole raft of different deals.

943
00:45:08,465 --> 00:45:08,955
Yeah.

944
00:45:08,955 --> 00:45:13,215
You know, or, or you might do, you might
have something in your back pocket, which

945
00:45:13,215 --> 00:45:16,695
is, if we've not cleared as much stock
as we wanted to, or the sales haven't

946
00:45:16,700 --> 00:45:22,815
come in on Monday, we'll add a extra
five pound off or an extra free delivery.

947
00:45:22,815 --> 00:45:24,855
Or an extra free gift Yeah.

948
00:45:24,855 --> 00:45:28,185
To every order just to get those who
are sitting on the fence to move off.

949
00:45:28,185 --> 00:45:28,815
But no, you don't.

950
00:45:28,815 --> 00:45:31,215
You can do a Black Friday, Cyber
Monday event, you can just do a

951
00:45:31,215 --> 00:45:34,095
Black Friday event and just have
it lasting as long as you want.

952
00:45:34,485 --> 00:45:34,634
Yeah.

953
00:45:34,634 --> 00:45:36,615
It's your, your event.

954
00:45:36,945 --> 00:45:37,365
Do what you

955
00:45:37,365 --> 00:45:37,634
need to do.

956
00:45:38,174 --> 00:45:38,835
Matt Edmundson: Exactly.

957
00:45:39,015 --> 00:45:39,674
Exactly.

958
00:45:39,765 --> 00:45:40,904
Very good point.

959
00:45:40,965 --> 00:45:41,745
Very good point.

960
00:45:42,825 --> 00:45:46,815
So, I mean, not like for
five hours, but  Fair enough.

961
00:45:47,535 --> 00:45:54,165
So the, um, so be kind to yourself
I thought was top advice, Right?

962
00:45:54,195 --> 00:45:58,035
Uh, uh, during this crazy busy
period for me, Black Friday.

963
00:45:58,215 --> 00:45:58,665
Um.

964
00:46:00,180 --> 00:46:03,750
I think of it now as a two week event
rather than just a one off event.

965
00:46:03,810 --> 00:46:06,810
And we, we plan for Black
Friday according leads.

966
00:46:06,810 --> 00:46:10,319
It's like the week before and the week
after, and we have to think about these

967
00:46:10,319 --> 00:46:14,310
sort of two weeks, um, rather than
just thinking about Friday and Monday.

968
00:46:14,549 --> 00:46:17,490
Uh, for me, I, I, I do like to
think of it as a much bigger thing.

969
00:46:19,109 --> 00:46:20,399
So here's a question.

970
00:46:20,399 --> 00:46:23,490
What are , So I've not actually
read this question, but I should

971
00:46:23,490 --> 00:46:26,370
have read it before it came on , um,
before I had the record one.

972
00:46:26,549 --> 00:46:30,870
What are some of the worst Black
Friday fails you have seen?

973
00:46:32,490 --> 00:46:35,310
Chloe Thomas: Ah, I mean, there's, there's
no one who specifically comes to mind.

974
00:46:35,310 --> 00:46:35,549
Okay.

975
00:46:35,549 --> 00:46:39,990
So I'm not naming and shaming here,
but the ones that make my heart sink

976
00:46:40,049 --> 00:46:47,040
is when I see a, we've taken 40% off
everything , and you're like, unless

977
00:46:47,040 --> 00:46:53,745
you are this close to going under,
, there is no excuse for doing that.

978
00:46:53,745 --> 00:46:55,125
It's a bad idea.

979
00:46:55,125 --> 00:46:59,955
Yeah, because you will have some stock
that you've got like three months coverage

980
00:46:59,955 --> 00:47:03,134
of, and some stock you've got one week's
coverage of, and some stock you've

981
00:47:03,535 --> 00:47:07,875
accidentally got 12 months coverage of,
you know, So the discount level shouldn't

982
00:47:07,875 --> 00:47:09,645
be the same across everything else.

983
00:47:09,674 --> 00:47:12,615
You know, which products you wanna
clear, which ones you don't want to

984
00:47:12,620 --> 00:47:16,995
clear, you know, um, you know which
customers you want to give the best

985
00:47:16,995 --> 00:47:21,225
offers to, or you, maybe you're in a big
acquisition, so it is gonna be something

986
00:47:21,225 --> 00:47:22,754
that's, you know, open to everybody.

987
00:47:23,115 --> 00:47:26,444
But yeah, 40% of
everything, not a good idea.

988
00:47:26,475 --> 00:47:29,774
The other one, which I've seen, I can't
remember who did this, but someone did

989
00:47:29,774 --> 00:47:37,214
this, is they, they closed their website
for the day as an anti-Black Friday piece.

990
00:47:37,935 --> 00:47:38,495
Matt Edmundson: Oh yeah.

991
00:47:38,495 --> 00:47:40,214
Ray, the outdoor clothing brand.

992
00:47:40,785 --> 00:47:43,694
And it just had the notice,
didn't it, saying We're outdoors,

993
00:47:43,785 --> 00:47:44,805
Why don't you come and join us?

994
00:47:45,720 --> 00:47:46,050
Chloe Thomas: Yeah.

995
00:47:46,470 --> 00:47:48,210
It wasn't them, but
that's a really good one.

996
00:47:48,360 --> 00:47:48,390
Okay.

997
00:47:48,390 --> 00:47:50,820
There was someone else who'd done
something very similar and it's like

998
00:47:50,880 --> 00:47:57,270
you just destroyed your SEO and all your
links and created a whole pile of work.

999
00:47:57,480 --> 00:47:57,600
Mm-hmm.

1000
00:47:58,020 --> 00:48:01,710
, you know, by all means, say if
have a big banner that goes, We are

1001
00:48:01,710 --> 00:48:03,660
not doing any Black Friday deals.

1002
00:48:04,230 --> 00:48:07,140
Um, but don't, don't shut the website.

1003
00:48:07,145 --> 00:48:07,920
That's just silly.

1004
00:48:08,000 --> 00:48:08,480
Yeah.

1005
00:48:08,480 --> 00:48:11,520
And it will pay, It won't
pay you, pay you back.

1006
00:48:11,670 --> 00:48:13,920
It will be a plane in
the net, in the neck.

1007
00:48:13,920 --> 00:48:16,710
You'll be going, Oh, well, our
Google traffic's disappeared.

1008
00:48:17,010 --> 00:48:17,730
Yes, it has.

1009
00:48:18,030 --> 00:48:21,450
And then someone will have forgotten
to turn off the ad spend, so you'll

1010
00:48:21,450 --> 00:48:24,660
have spent a load of money sending
people to a landing page that will

1011
00:48:24,660 --> 00:48:28,470
have an impact on your algorithmic
performance in your ad campaigns as well.

1012
00:48:28,470 --> 00:48:29,670
Is just, Yeah.

1013
00:48:29,880 --> 00:48:30,750
Don't, don't do.

1014
00:48:31,575 --> 00:48:34,695
And to be honest, if you wanna take
a stand against Black Friday, do

1015
00:48:34,695 --> 00:48:37,515
something like, we're not running
Black Friday, but we're gonna plant

1016
00:48:37,515 --> 00:48:39,225
a tree for everyone who orders today.

1017
00:48:39,445 --> 00:48:39,645
Mm-hmm.

1018
00:48:39,725 --> 00:48:43,065
. Or if you've got a high aov, we're gonna,
you know, for every 10 orders we get,

1019
00:48:43,070 --> 00:48:44,985
we're gonna save an acre of rainforest.

1020
00:48:45,705 --> 00:48:47,805
You know, do something like that.

1021
00:48:47,805 --> 00:48:49,875
Or we're gonna give
money to local food bank.

1022
00:48:50,595 --> 00:48:53,645
Do something more interesting
than just going, We're not, Yeah.

1023
00:48:53,650 --> 00:48:57,015
If you are gonna make a point of
not, if you're just gonna carry on

1024
00:48:57,015 --> 00:48:58,965
as per normal, that's totally cool.

1025
00:48:58,965 --> 00:49:02,235
But if you're gonna go, We're not doing
Black Friday stays, There's no discount.

1026
00:49:02,625 --> 00:49:03,915
Do something good.

1027
00:49:04,290 --> 00:49:05,640
Instead of discounts.

1028
00:49:05,709 --> 00:49:05,910
Matt Edmundson: Yeah.

1029
00:49:05,970 --> 00:49:06,240
Yeah.

1030
00:49:06,240 --> 00:49:06,450
Come.

1031
00:49:06,569 --> 00:49:06,899
Yeah.

1032
00:49:06,899 --> 00:49:07,470
I like that.

1033
00:49:07,649 --> 00:49:10,620
I like that we, we often
talk about promoting charity.

1034
00:49:10,770 --> 00:49:13,020
You know, if you're gonna not do
Black Friday, just use it as an

1035
00:49:13,020 --> 00:49:14,549
opportunity to promote charity.

1036
00:49:14,779 --> 00:49:15,270
Yeah.

1037
00:49:15,274 --> 00:49:18,029
Um, and, and, you know,
help, help some good causes.

1038
00:49:18,029 --> 00:49:18,509
Why not?

1039
00:49:18,600 --> 00:49:21,089
You know, the world needs
everyone to help out.

1040
00:49:21,089 --> 00:49:24,959
So, um, so that's, that was one question.

1041
00:49:24,959 --> 00:49:27,299
So what are some of the worst
Black Friday fair You've seen?

1042
00:49:27,419 --> 00:49:31,259
And I would agree right, the, the 40%
offsite wide thing I just think is lazy.

1043
00:49:31,410 --> 00:49:32,310
It's just lazy.

1044
00:49:33,209 --> 00:49:33,479
Yeah.

1045
00:49:33,479 --> 00:49:35,759
It's just lazy marketing and
it's, it's just like, ugh.

1046
00:49:36,810 --> 00:49:39,089
Although I am personally
quite tempted to buy that

1047
00:49:40,799 --> 00:49:41,069
Chloe Thomas: Yeah.

1048
00:49:41,069 --> 00:49:43,109
I will take advantage of your stupidity

1049
00:49:45,000 --> 00:49:45,870
Matt Edmundson: if that's what you want.

1050
00:49:45,870 --> 00:49:47,069
I'm, I'm, I'm all for it.

1051
00:49:47,229 --> 00:49:47,589
Yeah.

1052
00:49:47,595 --> 00:49:48,029
Chloe Thomas: I'm there.

1053
00:49:48,209 --> 00:49:48,359
I'm

1054
00:49:48,359 --> 00:49:48,720
Matt Edmundson: there.

1055
00:49:49,169 --> 00:49:49,709
Yeah.

1056
00:49:49,770 --> 00:49:51,149
So I, No, I agree.

1057
00:49:51,270 --> 00:49:52,350
I, I agree with you.

1058
00:49:52,350 --> 00:49:56,910
Some of the other things that I've
seen, which just in just beggar's

1059
00:49:56,910 --> 00:50:01,259
belief, things like, um, you
know, where they've put an offer.

1060
00:50:01,785 --> 00:50:04,485
Uh, for a product which they
don't actually have in stock.

1061
00:50:05,895 --> 00:50:06,255
Yeah.

1062
00:50:06,755 --> 00:50:08,835
Why, why, why, why, why, why?

1063
00:50:08,835 --> 00:50:09,615
I can't buy it.

1064
00:50:10,245 --> 00:50:11,745
Email me when it's back in stock.

1065
00:50:11,745 --> 00:50:14,445
No, but today is the
day I get the 40% off.

1066
00:50:14,445 --> 00:50:15,799
Why can I not buy this now?

1067
00:50:16,400 --> 00:50:16,740
Chloe Thomas: Exactly.

1068
00:50:16,755 --> 00:50:19,935
If you are gonna put products up
that you think might go out of stock

1069
00:50:19,935 --> 00:50:24,195
during the day, then you need someone
there ready to shift that product down

1070
00:50:24,195 --> 00:50:27,315
the page, remove it from the Black
Friday deal, put something else in.

1071
00:50:27,735 --> 00:50:31,515
If you're doing that, do not send out
an email that details the products.

1072
00:50:31,725 --> 00:50:34,755
Send out an email that says
CR Black Friday offers on our

1073
00:50:34,755 --> 00:50:36,315
special Black Friday offer page.

1074
00:50:36,375 --> 00:50:36,495
Mm-hmm.

1075
00:50:36,535 --> 00:50:36,855
. Mm-hmm.

1076
00:50:36,861 --> 00:50:40,275
. That just, that's where the
one source of information is.

1077
00:50:40,405 --> 00:50:45,645
It's, you know, it's depressing
all year round to see outta stock

1078
00:50:45,650 --> 00:50:47,115
product at the top of a page.

1079
00:50:47,505 --> 00:50:51,795
It's even more depressing on Black
Friday when you and your team

1080
00:50:51,795 --> 00:50:53,505
are put in a load of work Yeah.

1081
00:50:53,505 --> 00:50:59,175
To try and sell stuff and then you've
put the wrong product or you put Yeah.

1082
00:50:59,445 --> 00:50:59,935
Yeah.

1083
00:51:01,350 --> 00:51:05,790
Matt Edmundson: There is something,
um, that I call the mum test.

1084
00:51:06,060 --> 00:51:09,930
And this is where whenever we put
together our landing pages or our

1085
00:51:09,930 --> 00:51:12,750
offers, I'll send them to my mum
and I'll say, Mum, do me a favor.

1086
00:51:12,870 --> 00:51:14,490
Buy this and tell me what you think.

1087
00:51:15,150 --> 00:51:16,110
Just to see if she can do it.

1088
00:51:16,140 --> 00:51:17,640
Cuz my mum, God love her.

1089
00:51:17,640 --> 00:51:19,890
She's not the most technically
smart person in the world.

1090
00:51:20,010 --> 00:51:22,770
Um, but she's, she's a
beautiful person, right?

1091
00:51:22,770 --> 00:51:25,560
So, you know, she has giftings in
other areas, let's put it that way.

1092
00:51:25,560 --> 00:51:27,810
She makes a mean Sunday roast.

1093
00:51:28,260 --> 00:51:35,370
Now, the reason we do this is because
the amount of times we've come to

1094
00:51:35,370 --> 00:51:39,630
Black Friday and something doesn't
work because it's not been tested

1095
00:51:39,630 --> 00:51:42,220
thoroughly or properly is unbelievable.

1096
00:51:42,240 --> 00:51:42,660
Right?

1097
00:51:42,900 --> 00:51:45,960
And so these are, I don't think
they're the worst Black Friday fails,

1098
00:51:45,965 --> 00:51:49,020
but they are, The common Black Friday
fails is actually, there's just

1099
00:51:49,025 --> 00:51:52,650
not been enough adequate testing
done on the offers that you've got.

1100
00:51:53,190 --> 00:51:55,380
And it just, for whatever
reason, doesn't work.

1101
00:51:55,410 --> 00:51:59,640
And the, and the poor boys and girls sat
there and customer service are just going.

1102
00:52:01,800 --> 00:52:04,800
Chloe Thomas: Like, like a voucher
code that only works with caps

1103
00:52:04,800 --> 00:52:07,740
lock on . That's when that happen.

1104
00:52:08,850 --> 00:52:13,320
Um, a voucher code where there's
lots of zeros and and os Yeah.

1105
00:52:13,325 --> 00:52:15,060
And no one's quite sure which one you put

1106
00:52:15,060 --> 00:52:17,120
Matt Edmundson: in os and ones Yeah.

1107
00:52:17,120 --> 00:52:17,200
Yeah.

1108
00:52:17,200 --> 00:52:18,120
And all that sort of stuff.

1109
00:52:18,120 --> 00:52:18,900
You Oh, come on.

1110
00:52:18,900 --> 00:52:19,260
Chloe Thomas: Yeah.

1111
00:52:19,260 --> 00:52:23,910
And all those kind of bits or, uh,
you've created some smart links.

1112
00:52:24,120 --> 00:52:24,900
Clever idea.

1113
00:52:24,900 --> 00:52:27,570
You can track it all, but no
one checked the smart links.

1114
00:52:28,380 --> 00:52:29,100
Um.

1115
00:52:30,735 --> 00:52:32,415
So many things.

1116
00:52:32,415 --> 00:52:32,695
It's just

1117
00:52:32,695 --> 00:52:34,155
Matt Edmundson: All the
fundamentals, isn't it?

1118
00:52:34,155 --> 00:52:37,605
All the basics that people
just forget because life is

1119
00:52:37,605 --> 00:52:40,155
so busy around Black Friday.

1120
00:52:40,875 --> 00:52:41,115
Um,

1121
00:52:41,125 --> 00:52:42,326
Chloe Thomas: but oh, because
you, you've done it a hundred

1122
00:52:42,331 --> 00:52:44,235
times this year, so it'll be fine.

1123
00:52:44,325 --> 00:52:45,825
And then you're like, Oh dear.

1124
00:52:46,125 --> 00:52:46,305
Matt Edmundson: No.

1125
00:52:46,305 --> 00:52:49,725
And the one day isn't is
Black Friday and you, Yeah.

1126
00:52:50,175 --> 00:52:51,195
You don't want that, do you?

1127
00:52:51,385 --> 00:52:52,125
You don't want that.

1128
00:52:52,125 --> 00:52:52,565
We've all

1129
00:52:52,565 --> 00:52:52,925
Chloe Thomas: done it.

1130
00:52:55,875 --> 00:53:01,935
, 
Matt Edmundson: uh, question I, uh,
so internationally, um, so not just to

1131
00:53:01,940 --> 00:53:03,555
the UK but to international markets.

1132
00:53:03,585 --> 00:53:05,865
Does Black Friday work
in international markets?

1133
00:53:05,925 --> 00:53:07,125
Should I do this internationally?

1134
00:53:08,745 --> 00:53:09,975
Chloe Thomas: Depends on the countries.

1135
00:53:10,365 --> 00:53:13,965
Um, I, I don't know if it
works in all countries.

1136
00:53:13,965 --> 00:53:17,295
I would have a look at what your
competitors in those countries are doing.

1137
00:53:17,655 --> 00:53:21,705
Fundamentally though, people
like a discount, so I suspect

1138
00:53:21,705 --> 00:53:23,535
it will work to some extent.

1139
00:53:24,135 --> 00:53:25,455
Um, yeah.

1140
00:53:27,180 --> 00:53:30,240
Yeah, I wouldn't go to the effort of
creating separate homepages, you know,

1141
00:53:30,240 --> 00:53:36,930
unless you are like 80% sales in country
that hates Black Friday and 20% sales

1142
00:53:36,930 --> 00:53:41,669
in the uk, then I might do separate
landing, you know, separate homepages.

1143
00:53:41,850 --> 00:53:43,710
But otherwise I'd just keep it simple.

1144
00:53:43,830 --> 00:53:44,730
Don't over complicate.

1145
00:53:44,734 --> 00:53:44,839
Yeah,

1146
00:53:45,450 --> 00:53:45,750
Matt Edmundson: yeah.

1147
00:53:45,779 --> 00:53:47,069
No, I'd agree totally.

1148
00:53:47,100 --> 00:53:49,830
I, I would assume it works
since nationally and just like,

1149
00:53:49,830 --> 00:53:50,879
I would assume it works here.

1150
00:53:51,210 --> 00:53:52,080
Um, I dunno, it's not

1151
00:53:52,240 --> 00:53:55,830
Chloe Thomas: like, I mean, Mother's
Day you have to care about, because

1152
00:53:55,830 --> 00:53:57,299
it happens on different days.

1153
00:53:57,359 --> 00:54:00,250
And yeah, people will go, Why
are you sending me a Mother's Day

1154
00:54:00,256 --> 00:54:03,029
offer if you send it out at the
wrong time to the wrong country?

1155
00:54:03,390 --> 00:54:03,660
Yeah.

1156
00:54:03,839 --> 00:54:04,890
This isn't Mother's Day.

1157
00:54:05,279 --> 00:54:07,770
Matt Edmundson: Yeah, not Mother's
Day is not, and Father's Day

1158
00:54:07,770 --> 00:54:10,920
actually, the amount of people that
write in and go, I hated my dad.

1159
00:54:11,040 --> 00:54:12,240
Why are you sending me this offer?

1160
00:54:12,620 --> 00:54:13,049
Oh yeah.

1161
00:54:13,620 --> 00:54:14,730
He was like, Oh, okay.

1162
00:54:15,150 --> 00:54:20,940
Anyway, maybe that's the subject
for another podcast, , but yes,

1163
00:54:20,940 --> 00:54:23,850
uh, Black Friday's, Black Friday,
all over the world, isn't it?

1164
00:54:23,850 --> 00:54:25,589
I'm just going down my
questions here, Chloe.

1165
00:54:25,589 --> 00:54:28,350
I think we are all, Have
we covered them all?

1166
00:54:28,500 --> 00:54:29,400
I think so.

1167
00:54:29,549 --> 00:54:35,940
Um, oh, one question here, someone sent
in, uh, I'll let you answer this one.

1168
00:54:36,450 --> 00:54:39,660
Um, are you planning on buying
anything this Black Friday?

1169
00:54:39,690 --> 00:54:43,560
Are you an avid Black Friday purchaser
or are you too busy checking out

1170
00:54:43,560 --> 00:54:44,819
what everyone's doing to buy.

1171
00:54:46,050 --> 00:54:51,480
Chloe Thomas: I'm, I'm not, I, I , I
tend to not buy anything on Black Friday

1172
00:54:51,480 --> 00:54:53,820
because I'm in the office for the day.

1173
00:54:53,850 --> 00:54:55,290
So I don't think of anything.

1174
00:54:55,295 --> 00:54:59,130
If I see any great software deals,
I'm a sucker for a good software deal.

1175
00:54:59,640 --> 00:55:01,740
I may, um, I may spend on that.

1176
00:55:02,430 --> 00:55:09,540
Um, but I tend, I think thinking now,
there's nothing on my list of things I

1177
00:55:09,540 --> 00:55:17,100
want to buy at the moment that I will be
organized enough to buy on Black Friday.

1178
00:55:18,810 --> 00:55:20,610
there's nothing I've
got like on a wait list.

1179
00:55:20,610 --> 00:55:23,610
There's, I won't be doing my
Christmas shopping that week.

1180
00:55:24,330 --> 00:55:29,100
Um, yeah, I will just, I will mainly
on Black Friday, I will mainly be

1181
00:55:29,100 --> 00:55:32,730
going, Gosh, I'm so glad I'm not
running Black Friday marketing

1182
00:55:32,730 --> 00:55:35,070
campaigns , because I know.

1183
00:55:36,715 --> 00:55:41,565
Unbelievably hard work that is, so
I will be trying to be very quiet

1184
00:55:41,565 --> 00:55:44,955
and not annoying my audience by
giving them things to think about

1185
00:55:44,955 --> 00:55:49,605
when they've got far too much to
do is to be paying attention to me.

1186
00:55:50,715 --> 00:55:52,185
Matt Edmundson: Yeah, I'm with you.

1187
00:55:52,190 --> 00:55:53,205
I'll be in the office.

1188
00:55:53,210 --> 00:55:56,385
We'll be working really hard
on the e-commerce websites.

1189
00:55:56,805 --> 00:56:00,995
I, I tend to try and avoid, unless
there's, I have a really specific

1190
00:56:01,000 --> 00:56:07,335
purchase, I tend not to browse Black
Friday looking for bargains because I'm,

1191
00:56:08,175 --> 00:56:12,825
I'm a sucker impulse purchasing and so I'm
gonna come home and smacked in the head

1192
00:56:12,825 --> 00:56:16,785
by my wife for spending way too much money
on stuff that we didn't actually need.

1193
00:56:17,445 --> 00:56:21,495
Um, and so I, I've learned to
safeguard myself and, and not,

1194
00:56:21,555 --> 00:56:22,875
uh, browse on Black Friday.

1195
00:56:22,875 --> 00:56:26,025
If there's something specific, which I
don't think there is this year actually,

1196
00:56:26,445 --> 00:56:29,475
if there's something specific that I'm
looking to buy, I might look at it.

1197
00:56:30,105 --> 00:56:34,530
Um, . But other than that, I, I
personally am too focused in on,

1198
00:56:34,530 --> 00:56:39,480
on work and, uh, and, and try not
to spend our hard earned money on

1199
00:56:39,480 --> 00:56:40,680
stuff that we don't actually need.

1200
00:56:41,820 --> 00:56:42,330
Chloe Thomas: Yeah.

1201
00:56:42,570 --> 00:56:42,870
Yeah.

1202
00:56:42,875 --> 00:56:45,540
That is, um, that's the thing.

1203
00:56:45,540 --> 00:56:47,790
It's like, I'm thinking there's not,
there's nothing we really need at

1204
00:56:47,790 --> 00:56:51,180
the moment that I need to go, um,
Black Friday crazy about, I mean,

1205
00:56:51,180 --> 00:56:54,780
I've gone Black Friday crazy in the
past when it first started happening.

1206
00:56:54,780 --> 00:56:54,840
Matt Edmundson: Yeah.

1207
00:56:54,840 --> 00:56:55,620
We all did, didn't we?

1208
00:56:55,800 --> 00:56:59,060
What are some of the, uh, can I ask, what
are some of the impulse purchases that you

1209
00:56:59,065 --> 00:57:00,240
made that you regretted on Black Friday?

1210
00:57:00,240 --> 00:57:01,260
Do you remember any of them?

1211
00:57:01,860 --> 00:57:02,430
I don't.

1212
00:57:03,240 --> 00:57:05,070
Chloe Thomas: Oh, can I
remember any that I regret?

1213
00:57:06,180 --> 00:57:07,320
I don't think so.

1214
00:57:07,380 --> 00:57:11,790
I mean, like the, I clearly remember
the back in, back in the early two

1215
00:57:12,220 --> 00:57:15,360
thousands, Amazon was d did kinda like
countdowns to Christmas just before

1216
00:57:15,360 --> 00:57:19,500
Black Friday came here, and we would
sit in the office and we all got utterly

1217
00:57:19,505 --> 00:57:21,420
obsessed with what Amazon was selling.

1218
00:57:21,840 --> 00:57:26,340
And I, I still have a, um, a
ceramic black rotary watch.

1219
00:57:27,135 --> 00:57:29,475
That I bought, which, I
mean, it's a lovely watch.

1220
00:57:29,535 --> 00:57:30,615
I don't wear black.

1221
00:57:30,765 --> 00:57:32,385
Didn't really wear black at the time.

1222
00:57:32,625 --> 00:57:33,735
Dunno why I bought it.

1223
00:57:34,185 --> 00:57:36,015
. Um, it's very shiny though.

1224
00:57:36,375 --> 00:57:37,755
It's quite nice and shiny.

1225
00:57:38,085 --> 00:57:42,165
But yeah, there's been, and
I've come, come quite close

1226
00:57:42,170 --> 00:57:43,155
to buying some other things.

1227
00:57:43,160 --> 00:57:44,565
I don't, Yeah.

1228
00:57:45,705 --> 00:57:49,455
Oh, and a, a uh, a Sony MP3 player.

1229
00:57:49,605 --> 00:57:49,725
Oh.

1230
00:57:49,725 --> 00:57:54,525
They got a lot of use for a
couple of years and then, um, I

1231
00:57:54,525 --> 00:57:55,425
don't even know where it is now.

1232
00:57:55,485 --> 00:57:56,145
You just don't need

1233
00:57:56,145 --> 00:57:56,775
Matt Edmundson: it anymore, do you?

1234
00:57:57,135 --> 00:58:00,405
Last year, I, I bought, and
I know I bought it, uh, cause

1235
00:58:00,405 --> 00:58:01,665
it's still set on the cupboard.

1236
00:58:01,695 --> 00:58:05,925
I never, for whatever reason, I bought
a Snow Globe bottle of gin, which

1237
00:58:05,925 --> 00:58:07,285
I thought make a great gift for.

1238
00:58:07,915 --> 00:58:08,335
Wow.

1239
00:58:08,335 --> 00:58:09,464
Dunno what I was thinking.

1240
00:58:09,794 --> 00:58:13,254
Dunno what I was thinking
because the gin is awful.

1241
00:58:14,145 --> 00:58:14,694
, is it?

1242
00:58:14,845 --> 00:58:15,335
Yeah.

1243
00:58:15,765 --> 00:58:20,595
It's like, Oh, it was, I suckered
in by the novelty factor.

1244
00:58:20,774 --> 00:58:24,285
Like here, Chloe, I have, I have
a watch, which I've never really

1245
00:58:24,290 --> 00:58:27,345
worn because it looked better on
the screen than it did on my wrist.

1246
00:58:27,734 --> 00:58:28,415
Uh, yeah.

1247
00:58:28,419 --> 00:58:29,294
And does this bit like, ugh.

1248
00:58:30,615 --> 00:58:32,444
So I had a little bit of
buyer's remorse on that.

1249
00:58:32,444 --> 00:58:34,964
So there are definitely a few
things that I've purchased on Black

1250
00:58:34,964 --> 00:58:37,575
Friday that I kind of went, Yeah,

1251
00:58:38,265 --> 00:58:39,134
Chloe Thomas: it's very easily done.

1252
00:58:39,134 --> 00:58:46,095
I mean, and not being to sound too,
too soy, but I do, a little bit of

1253
00:58:46,095 --> 00:58:51,105
me goes co you're trying to help
eCommerce businesses, so buying

1254
00:58:51,105 --> 00:58:54,734
when they've discounted to the max,
probably the wrong thing to do.

1255
00:58:55,935 --> 00:58:57,174
Matt Edmundson: That's very true actually.

1256
00:58:57,174 --> 00:58:57,455
Yeah.

1257
00:58:57,455 --> 00:58:57,694
Yeah.

1258
00:58:57,694 --> 00:59:00,375
But remember a week later when
their prices are back up to.

1259
00:59:01,004 --> 00:59:03,464
Chloe Thomas: Yeah, but then
I also am like, Yeah, but it

1260
00:59:03,854 --> 00:59:05,134
discounts a discount, discounts.

1261
00:59:05,134 --> 00:59:05,475
Don't we all

1262
00:59:05,475 --> 00:59:06,825
Matt Edmundson: need to
save the money, don't we?

1263
00:59:07,365 --> 00:59:08,504
Chloe Thomas: If they put it out there,

1264
00:59:08,984 --> 00:59:09,495
Matt Edmundson: Yeah.

1265
00:59:09,500 --> 00:59:09,615
Yeah.

1266
00:59:10,365 --> 00:59:11,145
They must be happy.

1267
00:59:11,504 --> 00:59:12,404
It's one of those, isn't it?

1268
00:59:12,404 --> 00:59:17,205
And I, wherever possible, and this
is not me being moralistic, but

1269
00:59:17,205 --> 00:59:21,705
wherever possible, I will try and
buy from a local, I won't say local,

1270
00:59:21,705 --> 00:59:25,064
I mean British based e-com website.

1271
00:59:25,064 --> 00:59:29,024
That's not Amazon, and that's not, you
know, one of the big chains kind of

1272
00:59:29,024 --> 00:59:33,165
thing, because I like to, to support
businesses like mine, if that makes sense.

1273
00:59:33,165 --> 00:59:35,805
So, um, I, I idealized to do that.

1274
00:59:35,805 --> 00:59:40,245
So if you can do that, buy for
whatever country you are in and buy

1275
00:59:40,245 --> 00:59:43,875
off a smaller guy than Amazon and
Walmart and all the big guys, right?

1276
00:59:43,875 --> 00:59:46,334
Just be different this Black Friday.

1277
00:59:46,395 --> 00:59:47,384
Just putting that out there.

1278
00:59:49,305 --> 00:59:51,555
Well, Chloe, I think we've
got through all the questions.

1279
00:59:51,615 --> 00:59:56,805
Um, for those that don't already
know, uh, that don't already

1280
00:59:56,805 --> 00:59:58,064
listen to the podcast, one.

1281
00:59:58,890 --> 01:00:02,580
, why not to, uh, you know, the
four people on the planet that

1282
01:00:02,580 --> 01:00:04,140
don't actually know about you.

1283
01:00:04,140 --> 01:00:06,240
Chloe, how do people reach with you?

1284
01:00:06,240 --> 01:00:07,350
How do people connect with you?

1285
01:00:08,010 --> 01:00:08,340
Chloe Thomas: Cool.

1286
01:00:08,400 --> 01:00:11,580
So you can find everything I'm
up to via e-commerce master

1287
01:00:11,580 --> 01:00:13,740
plan.com or find me on LinkedIn.

1288
01:00:13,740 --> 01:00:17,010
I'm, uh, Chloe Thomas, and
you'll, you'll probably fail.

1289
01:00:17,910 --> 01:00:19,259
Fail to not find me.

1290
01:00:19,259 --> 01:00:21,540
If you search Chloe Thomas on
LinkedIn, I'm quite easy to find.

1291
01:00:22,080 --> 01:00:25,770
Um, and, uh, I've got the two podcasts,
e-Commerce Master Plan, which is an

1292
01:00:25,770 --> 01:00:29,790
interview with a different e-commerce,
uh, person every Monday and keep

1293
01:00:29,790 --> 01:00:34,590
optimizing where we focus on a different
marketing method for a month at time and

1294
01:00:34,650 --> 01:00:36,540
interview a different expert each week.

1295
01:00:36,840 --> 01:00:39,600
So, um, yeah, you can find that
on all the user podcast players.

1296
01:00:39,600 --> 01:00:42,509
But eCommercemasterplan.com
is where you'll find all the

1297
01:00:42,509 --> 01:00:43,680
details about everything.

1298
01:00:44,400 --> 01:00:45,000
Matt Edmundson: Absolutely.

1299
01:00:45,000 --> 01:00:46,399
And do check out Chloe's podcast.

1300
01:00:46,415 --> 01:00:47,190
It is great.

1301
01:00:47,610 --> 01:00:51,210
Uh, and you do, I mean, you do learn
lots, which is, this is the whole point

1302
01:00:51,210 --> 01:00:52,150
of the whole thing, isn't it, really?

1303
01:00:52,150 --> 01:00:52,549
It is.

1304
01:00:53,130 --> 01:00:55,560
So, Chloe, thank you so much for being.

1305
01:00:56,325 --> 01:00:56,895
The show.

1306
01:00:56,895 --> 01:01:00,225
We will, of course, link to you and
all your info in the show notes as

1307
01:01:00,225 --> 01:01:03,945
well, which you can get along, Uh,
you can get on the website for free.

1308
01:01:04,335 --> 01:01:06,135
Uh, I've, I've just lost
the ability to talk now.

1309
01:01:06,435 --> 01:01:09,125
Uh, eCommercepodcastnet.

1310
01:01:10,935 --> 01:01:12,405
Oh, it's descending quickly.

1311
01:01:12,675 --> 01:01:14,955
Uh, Chloe, I'm on that bombshell.

1312
01:01:14,960 --> 01:01:17,055
I think I'm gonna, I'm gonna
read the sign out stuff.

1313
01:01:17,055 --> 01:01:18,255
So thank you for joining me.

1314
01:01:18,585 --> 01:01:21,315
Uh, you've been an absolute legend.

1315
01:01:21,975 --> 01:01:23,325
Chloe Thomas: Uh, it's
been brilliant to be here.

1316
01:01:23,325 --> 01:01:27,075
I always love chatting with you, Matt,
and, um, I think we've helped everyone a

1317
01:01:27,075 --> 01:01:27,285
Matt Edmundson: lot.

1318
01:01:27,884 --> 01:01:28,665
Yeah, absolutely.

1319
01:01:28,665 --> 01:01:29,355
We totally have.

1320
01:01:29,775 --> 01:01:30,944
So there you have it.

1321
01:01:31,065 --> 01:01:32,955
Uh, what a great conversation.

1322
01:01:32,984 --> 01:01:33,315
Huge.

1323
01:01:33,315 --> 01:01:35,265
Thanks again, Chloe, for joining me today.

1324
01:01:35,625 --> 01:01:40,665
And also don't forget to check out, uh,
the show sponsor e-commercecohort.com,

1325
01:01:40,935 --> 01:01:44,295
uh, for this sort of more information
about this new type of community,

1326
01:01:44,295 --> 01:01:46,575
which you can and probably should join.

1327
01:01:46,580 --> 01:01:47,595
If you're an eCommerce.

1328
01:01:47,955 --> 01:01:51,975
Uh, be sure to follow the eCommerce
podcast as well as e-commerce master plan

1329
01:01:52,335 --> 01:01:56,325
wherever you get your podcast from because
we've got lots of great conversations

1330
01:01:56,325 --> 01:01:57,615
lined up leading up to Christmas.

1331
01:01:57,620 --> 01:02:00,674
And I don't want to, I don't want
you to miss a single one of them.

1332
01:02:01,005 --> 01:02:04,995
And in case no one has told you yet
today, let me be the first person

1333
01:02:04,995 --> 01:02:07,055
to tell you, dear listener, you are.

1334
01:02:08,865 --> 01:02:09,795
Uh, yes you are.

1335
01:02:10,125 --> 01:02:13,605
Uh, the E-Commerce podcast
is produced by Aurion Media.

1336
01:02:13,605 --> 01:02:17,715
You can find our entire archive of
episodes on your favorite podcast app.

1337
01:02:18,105 --> 01:02:21,325
The team that makes this show possible
is Sadaf Beynon, Josh Catchpole,

1338
01:02:21,350 --> 01:02:23,205
Estella Robin and Tim Johnson.

1339
01:02:23,715 --> 01:02:27,225
A theme song was written by
Josh Edmundson and My Good Self.

1340
01:02:27,285 --> 01:02:31,065
And as I mentioned, if you would like to
read the transcript or show notes, head

1341
01:02:31,065 --> 01:02:37,155
over to the website eCommercepodcast.net,
where coincidentally you could also sign

1342
01:02:37,155 --> 01:02:42,015
up for our newsletter and get all of this
good stuff delivered direct to your inbox

1343
01:02:42,015 --> 01:02:44,865
totally free, which is also amazing.

1344
01:02:45,195 --> 01:02:46,455
So that's it from me.

1345
01:02:46,455 --> 01:02:47,385
That's it from Chloe.

1346
01:02:47,385 --> 01:02:49,365
Thank you so much for joining us.

1347
01:02:49,665 --> 01:02:51,465
Uh, have a great week.

1348
01:02:51,465 --> 01:02:52,905
Have a great Black Friday.

1349
01:02:53,175 --> 01:02:54,315
Uh, I'll see you next time.

1350
01:02:54,585 --> 01:02:55,035
Bye for now.