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We're proud to be the first logistics company to offer Sustainable Aviation Fuel (SAF) with GoGreen Plus, a service that helps small businesses to lower the carbon emissions associated with their shipments. So whether you're already using recyclable packaging or participating in carbon offsetting, you now have another opportunity to take steps towards a more sustainable future.
Ready to Ship Yellow to GoGreen? Reach out to learn more about GoGreen Plus.
What is and Why SAF?
Unlike conventional kerosene-based aviation fuel, Sustainable Aviation Fuel (SAF) is derived from more environmentally friendly sources such as waste cooking oil, and forest and agricultural residue. Once processed, it is blended with traditional aviation fuel and supplied to airports and aircraft. A remarkable innovation in aviation is that an airplane flying on SAF emits up to 80% less CO2 over time than flying on traditional fossil fuels.
We've established a goal to achieve a minimum 30% SAF fuel blend by 2030 as part of our sustainability roadmap. This is a high bar for sustainability in logistics, and we are the only logistics company currently utilizing SAF, leading the charge toward greener operations.
GoGreen Plus: Simplifying Sustainability for Canadian SMEs
We've heard from many small businesses that the quest to reduce greenhouse gas emissions can be fraught with challenges. You're already juggling running your business and having to wade through complex environmental regulations, a lack of governmental support, overhead costs, and information overload.
But you know sustainability isn't just the right thing to do—it's also a business advantage.
50% of digital buyers state that environmental concerns impact their purchasing decisions1 and 77% of buyers are willing to pay more for a product that is sustainable2.
GoGreen Plus addresses these challenges and opportunities for you head-on by making it easy for you to commit to change:
Simplified Process:
DHL's GoGreen Plus service streamlines emissions reduction by removing the barriers that typically prevent small businesses from taking action.
Certifiable Benefits:
When you ship with GoGreen Plus, you receive a certificate detailing the emission reduction value. You can use this certificate for your reporting, brand marketing, and more.
From Offsetting to Embracing Insetting:
Offsetting and CO2 compensation, like planting trees, don’t cut CO2 emissions. In contrast, insetting, such as through GoGreen Plus, involves investing in reducing CO2 within your supply chain.
Contribution to a Green Future:
By choosing GoGreen Plus, small businesses directly contribute to a more sustainable future, aligning with the growing consumer demand for eco-friendly business practices.
The Horizon Ahead: Embracing Sustainability with GoGreen Plus
The message is clear: sustainability is within reach, and it doesn't have to be complicated. Our GoGreen Plus initiative is more than just a service; it's a movement towards a more sustainable logistics industry. By leveraging SAF, we're reducing our carbon footprint and empowering small businesses to do the same.
Ready to Ship Yellow to GoGreen? Reach out to learn more about GoGreen Plus and start making a positive impact with your next shipment.
1 (source: globalWebIndex)
2 (source: IBM)
We spoke with Nile Coffee Club founders Jahmal, Sandrine, and Taher to learn more about their plans for using the $20K prize—$10K dedicated to international shipping and support and $10K to work with a business coach.
Here's a glimpse into their journey and their vision for growing global.
Pouring Potential, the Caffeinated Expansion
Nile Coffee Club envisions using the winnings to further prove their concept in Toronto before expanding to other parts of Canada and, notably, the world. "The stipend will help offset some of the shipping costs that often hold us back from doing other things," they explained. "For many Canadian small businesses, shipping is very tight and difficult. This support will help big time." Most of their business happens online, and they see this program as an opportunity to expand. "We met as friends – on a coffee bench. So, coffee and community are our first loves. We're looking to expand our lifestyle offering to reach new audiences and surprise and delight our current ones."
Brewing Beyond Local Borders
Nile's founders emphasized the necessity for Canadian small businesses to look beyond local markets. "For Nile, especially as a Black business, it's about creating a brand that appeals to folks like us and connecting with like-minded, creative individuals globally." There's a lot to love in Toronto, and Nile's founders want to share that. "It's a big wide world with many people, and we all see this brand as an opportunity to talk to those people and connect with them."
Tips for Small Businesses Looking to Go Global
The founders of Nile Coffee Club shared some valuable insights for other small businesses aiming to expand internationally:
- Brand Partnerships: Testing new markets through partnerships can provide a nice welcome. For example, Nile Coffee Club did a pop-up inside KOTN in New York, which helped validate their entry into a new market: "We didn't have a brand presence in New York, but we could see through our collaboration that there was an audience there for us."
- Community Feedback: Nile Coffee Club is a big advocate of bringing their community into building their brand. Some brands use fun surveys to engage with their audience collaboratively to help determine interest. "Asking questions like, 'Where do you want to see us next?' can reveal new opportunities through your community."
- Phased Approach: Nile Coffee Club has been operating for four years now, growing their presence with other like-minded and unexpected partners and has an eye on opening up a physical location in the near future. "We want to do everything all at once, but we recognize our ambition needs to be tempered in a very thoughtful way, which is why we're very intentional about how we scale."
Feeling inspired to take your business global? We're here to support your ambitions for growth and keep you connected to the world.
Pouring Into New Markets with a $20K Prize
With the $20K winnings provided by DHL, Wild Folk is looking to expand its global reach by enhancing its logistics. "We're aiming to streamline our distribution and marketing efforts in new regions where we don't have a physical presence," says founder Dalia Kohen. “Figuring out how to position our product in unfamiliar markets is crucial. This fund will support everything from business logistics to ensuring our products reach new customers smoothly and efficiently."
Navigating the Global Non-Alcoholic Cocktail Scene
As a small business, Wild Folk has faced significant hurdles in their journey toward international expansion. "Financing and funding are major challenges," Kohen explains. "Ensuring a smooth flow of funds while managing stock before it reaches customers is tough. The payment waiting period can be up to 60 days, which adds another layer of complexity."The $10K of business coaching services will help Wild Folk navigate these issues, ensuring they have the resources to manage growth effectively. Dalia is looking to coordinate various logistical aspects, such as border licensing, to ensure shipments make it to their destination. "I have an export plan in place thanks to a trade accelerator program, but piecing it all together is another challenge — the guidance of a business coach helping me out with regional marketing strategies will be invaluable."
Botanical Wisdom for Fellow SMEs with Global Ambitions
For Wild Folk, thinking beyond local markets is essential for growth. "Calgary has been a very supportive community — and community support is vital," says Dalia. "However, there's potential for more growth and more significant impact in larger, international markets, providing an exciting opportunity for us."
As a Grow Your Global campaign winner, Dalia encourages other Canadian small businesses to remain open to support and new opportunities. "It's easy to get bogged down in daily operations," Dalia advises. "Seek out connections and socialize with others who can uplift you. There will always be ups and downs, but staying connected and thinking big can make all the difference."
Ready to grow global? We're here to fuel your growth and connect you with opportunities around the world.
WHAT IS SINGLES' DAY?
Move over Valentine’s Day, the singles want some fun, too! China’s Singles’ Day on 11 November (11/11 – all the singles!) was originally conceived by a group of college bachelors who wanted a dedicated holiday to celebrate their singledom. Then in 2009, spotting an opportunity, China’s leading e-commerce marketplace Alibaba began marketing Singles’ Day as a special sales event. Since then, it's become an annual shopping bonanza where it’s not unusual for sales to reach ten times that of an average shopping day in China.
So, how can your e-commerce business take a slice of this very lucrative pie?
Perhaps you’re already selling to Chinese buyers through an online marketplace such as Amazon or Alibaba, or maybe you ship internationally to customers there via your own e-commerce website. Either way now is the time to prepare. Here’s how…
SINGLES’ DAY 2023: WHAT YOU NEED TO KNOW
It’s the world’s biggest shopping day
Singles’ Day sales are bigger than Amazon’s Prime Day and Black Friday combined!(1) In 2021, online sales on JD.com and Alibaba – the country’s leading e-commerce sites – reached US$139 billion(2), setting a new record.
It’s not just restricted to China
The shopping bonanza is gaining momentum across the world. One analysis tracked 290,000 brands from over 90 countries and regions participating in Tmall’s Singles’ Day sales in 2022(3). Of those, 70,000 were doing so for the first time. Will your business join them this year?
Tmall Global is your gateway to the Chinese market
As the largest e-commerce platform in China, you’ve probably heard of Alibaba4, a B2B business connecting wholesale exporters in China with countries around the world. The bit you should know about is Tmall Global5, Alibaba’s dedicated B2C platform specifically set up for foreign businesses. It allows cross-border sellers to build virtual storefronts and ship products to Chinese customers without the need for a physical entity in the country or a Chinese business license. You can also accept payments in your local currency.
There’s room for everyone
Singles’ Day isn’t just for the big retailers. In the first 28 hours of 2022’s sales, the transaction volumes of 50k small-to-medium sized enterprises (SMEs) and 70k SME merchants increased 100%(6).
Chinese shoppers like to buy from overseas brands
According to a survey of Tmall Global shoppers7, the leading reasons they buy from cross-border brands are:
Important information to consider when you’re planning your Singles’ Day marketing campaign!
Livestreaming is BIG business
Though relatively new in the West, livestreaming has been hugely popular in China for years. Customers enjoy being able to learn about a product in-depth, whilst for businesses, this engagement leads to greater conversions.
The challenge for overseas brands is to find a video hosting platform with the relevant clearance in China. Instead, they could focus on ensuring their product listings feature plenty of high-res photos, video tutorials and how-to guides, whilst being quick to respond to customer queries on social media.
Sustainability is entering the conversation
Despite Singles’ Day being associated with excessive consumption, in 2021, Alibaba turned its focus towards sustainability by partnering with 14 brands to promote greener production.
Consumers are embracing more considered choices, too: over 33 million of them purchased eco-friendly products on Tmall and Taobao during the 2022 Singles’ Day sales8. Meanwhile, keyword searches for green topics including “energy-saving” and “low carbon” surged on JD.com9.
Singles’ Day Strategies to Focus on This Year
- Do your research
To appeal to Chinese consumers, you need to know their buying behaviors and preferences. Luckily, we’ve done the research for you: dive into our dedicated China country guide for all the local insights you’ll need.
- Optimize your e-commerce website for mobile
Mobile commerce dominates Singles’ Day, so ensure your customers have an easy, fast and intuitive experience – otherwise they’ll abandon their carts.
- Translate your content
Ensure your website copy and marketing messaging is converted into the local language for foreign browsers.
- Offer payment in Yuan
Provide payment options and gateways where transactions can be done in the Chinese currency.
- Use the number 11 as a hook
Offering a 11% discount on sale items, for example, will show your brand is joining in the fun!
- Offer fast shipping
Chinese consumers may be deterred from buying from overseas brands as they think their orders will be delayed. By partnering with DHL, you can offer customers Express international delivery. Just be sure to highlight it on your homepage to incentivize shoppers.
- Monitor your inventory closely
If something sells out, you need to be ready to quickly pivot to promote another item instead.
The fun doesn’t stop after Singles’ Day! Peak Season is upon us, with Black Friday, Cyber Monday and Christmas still to come too. For advice to help you prepare, check out our dedicated holiday shipping tips.
References
1 – Forbes , November 2022
2 – CNBC, November 2021
3 - Queue.it, September 2023
4 - Alibaba
5 - Tmall Global
6 - Queue.it, September 2023
7 - Digital Commerce, June 2022
8 & 9 - Queue.it, September 2023
What is subscription marketing?
Subscription marketing is a strategy designed to help businesses acquire new customers and retain existing customers in the long-term. The most common way is via a subscription business model which involves customers paying a recurring fee to access a product or service.
How a subscription model works
A customer will sign up to be charged on a recurring basis for a product or service. They can choose how often they receive the offer – for example, weekly or monthly. When the contract is up, the customer can either renew or cancel the subscription. Some businesses give their customers the flexibility to cancel it at any time.
Types of subscription marketing
Chances are, you have several active subscriptions yourself. There are the obvious ones, of course, (hello Netflix), but lockdown encouraged people to explore niche services, too.
Broadly speaking, within e-commerce, there are three types of subscription business models:
Replenishment subscriptions. This is when a customer pays for a replacement of an essential item on a regular basis. The driver for this is usually convenience – the customer doesn’t have to remember to buy necessities like milk, dog food or deodorant; they’ll be delivered straight to their doorstep.
Curation subscriptions. A key example is subscription boxes which have grown in popularity in recent years. A business will choose several of their products they think the customer will like based on their previous buying history and send it out to them in a box each month. Customers enjoy the “surprise” element, whilst the personalization aspect fosters strong engagement with the brand. One such example is beauty brand Glossybox, which ships cosmetics samples to customers all over the world with DHL.
Access subscriptions. With this, customers pay for exclusive access to member-only perks such as discounts or early access to sales. The driver for customers to sign up is the exclusivity element, whilst brands can leverage the model to make customers feel really valued which in turn increases their loyalty.
Benefits of subscription marketing to your business
The sales model is growing in popularity: existing subscription brands grew their overall customer base by 31% in 2021 alone2. Time for your business to join in? These are the main benefits which might just tempt you to commit:
Steady revenue
For e-commerce businesses, forecasting sales can be unpredictable. But with subscribers, you’ll have a more accurate idea of how much money will be coming into your business each month, which will help you make better financial decisions.
Cost effective
Acquiring new customers is expensive. In fact, it’s five times cheaper to retain an existing customer than acquire a new one3. With a subscription service, you can foster long-term, loyal customers – providing you give them a great service, of course (more on that, later).
Improved demand forecasting
When you know how many subscribers you have, you can better plan your inventory needs. This will reduce excess inventory, which will save your business storage costs.
Less losses to competitors
E-commerce is highly competitive; your rivals are always just a couple of clicks away to customers. Yet, subscribers to your business will be less tempted to stray to other brands if they’re already signed up to your service.
Increased customer satisfaction
Personalization is a huge influence on consumers’ buying decisions – in fact, 80% are more likely to purchase when businesses provide a personalized experience4. With a curated subscription service – like a monthly box – you can send your customers a carefully-selected bundle of products based on their specific likes and dislikes.
Upselling and cross-selling opportunities
Once you have established trust amongst your customers through a personalized subscription service, they’ll be more receptive to upsells and cross-sells that you promote to them – which means more sales for your business.
Challenges of subscription marketing
Churn rate
One study of B2C subscription companies over a 19-month period found the churn rate – how many customers cancelled their subscriptions – was, on average, 8.11%5. Many customers cancel their subscriptions after the initial excitement and sign-up freebies dry up. That’s why it’s important for businesses to have a long-term strategy in place for their subscription models if they are to increase their customer lifetime values.
Budget-conscious consumers
With global inflation and the cost-of-living crisis upon us, it’s no surprise that “reducing overall expenses” was the leading reason consumers cited for cancelling retail subscriptions in a recent survey6. If your business falls into the “luxury” rather than “essentials” category, you will need to put extra effort into creating a valuable offering.
How to create an effective subscription marketing strategy
It’s one thing getting a subscriber on board for a trial period, but how can you retain them in the long term?
Offer enticing discounts
Your customers will be looking for great value – they need to feel they’re getting a significant deal on your products by subscribing, otherwise they’ll look elsewhere.
Give perks
Beyond price reductions, there are plenty of other benefits you can offer to keep subscribers signed up. Examples include member-only wholesale pricing, priority service, and a special discount code on their birthday. Get creative to make the experience extra special. Look at what your competitors are offering, too.
Make it easy to join
Signing up to a subscription with your business should be a quick and seamless process for new users. If they are an existing customer of yours, let them use the details they have already registered with your business (shipping address, card details etc.) to create a subscriber account.
Consider a freemium subscription model
Freemium pricing is an acquisition tool whereby you give new customers limited access to selected subscription features, for free, in the hope they will eventually sign up for the paid-for model. If you are unsure whether it is right for your business, you could trial it for a short period of time to see if the number of conversions it prompts makes it a worthwhile investment.
Use a tiered subscription model
A one-size-fits-all price is not the best approach for subscription models. Your customers are all different, so you should offer a range of subscription pricing tiers which they can choose from depending on their individual needs. Remember, choice equals sales!
Have a transparent cancellation policy
Many consumers are deterred by subscription packages by the worry of being locked into a long-term contract. So, the more flexibility you can offer in your cancellation policy, the better. If you allow subscribers to cancel immediately at any point (and with no fee), you’ll be on to a winner.
Adapt and tweak
Over time, you can use your customer data to improve your subscription service. Things to look out for include at what point in the subscription cycle most cancellations are happening. What is occurring at this point and how can you address it? Remember to invite customer feedback, too.
Use an automatic billing system
Choose a payment provider that offers a no-fuss recurring billing system so that you can process payments from your subscribers with ease. Keep the billing process simple for your customers, too.
Offer free shipping
In a global survey of consumers’ most desired subscription features, “free shipping” came out on top7. If you can afford to offer this, then do so – and be sure to shout about it on the subscription sign-up page.
Choose a reliable logistics carrier
Once you’ve curated the perfect subscription model, bursting with personalization and perks, it’s time to think about delivery. And for that, there’s no better logistics partner than DHL.
With DHL Express, you can offer your customers fast, reliable shipping, with full tracking and shipment status notifications. So, you can be sure they receive their subscriptions on time, every time.
Open a DHL Express Business Account, here.
References
1 – Sell Courses Online, March 2023
3 – Outbound Engine, April 2022
4 – McKinsey & Company, April 2020
6 – PYMNTS, May 2022
The short answer is yes. Germany is one of the largest e-commerce markets in Europe, second only to the UK. With a huge number of e-commerce consumers (nearly 70 million by 2027), very high e-commerce penetration with 81% of the population bought online in 2023, and a high average spend per user (although less than two-thirds of the UK's), it presents a powerful proposition for businesses looking to export to a new market.1
Every country is experiencing unusual year-to-year e-commerce growth figures following the COVID-19 pandemic, but Germany's total e-commerce revenue is set for a steady upward path of 8% CAGR.2
80% of the German population uses a smartphone. And as of 2021, the smartphone has become the most popular device for online shopping in Germany, closely followed by the laptop.3,4
E-commerce sector market trends in Germany8
- Smartphones are vital for online shopping, especially for those under 50. But for those over 50, smartphone usage decreases for online shopping.
- The use of social networks has become an important step in the buying process to read reviews and comments about products for decision-making.
- Luxury goods, especially luxury fashion, are growing in Germany.5
- German consumers are increasingly willing to pay for green products: either products made from recycled materials or through carbon offsetting schemes or offers. Sustainability is becoming a bigger part of the decision-making process.
- Express delivery services are in high demand – especially in the grocery & food market
- The majority of e-commerce and online shopping is done on large international e-commerce platforms such as Amazon, eBay, etc. But local platforms have gained increasing popularity in recent years.
Germany's most popular e-commerce platforms6
2 ebay.de
4 otto.de
53% research before buying
Just over half of Germans say they research on the internet before a major purchase, while 47% say online reviews are very important.7
Key shopping dates in Germany
Valentine's Day February 14th
Similar to other parts of the world, Valentine's Day has transformed into a more commercialized event in recent years. Many individuals tend to purchase gifts for their significant others or love interests, such as accessories, clothing, chocolates, or flowers. These items are readily accessible and are heavily promoted during the weeks leading up to February 14th.
Easter March/April
Easter is important in Germany for both religious and secular audiences. Before Easter, Germans are keen to show off and decorate their houses which leads to ordering various indoor decoration articles on one hand but also improving their outside appearance by buying outdoor furniture and gardening tools for the upcoming spring and summer season. As Easter has increasingly become a commercial event, parents in particular take part in the classic "Easter nest" shopping. Sales of products such as children's toys and sweets are likely to rise during this period.
Glamour Shopping Week April & October
Centred around the magazine Glamour, the Glamour shopping week takes place twice a year in Germany. The March and September version of the magazine includes a shopping card with an individual code for several brands. It is primarily for fashion and accessories, but over the past years, more and more luxury brands, cosmetics and electronics are also taking part.
Cyberweek & Black Friday October
Cyberweek and Black Friday are huge online shopping events that originated in the US but have become popular in Germany and elsewhere across Europe. During this period, many online platforms offer massive price reductions on electronic devices and other products. Shoppers can find great bargains and deals on items they want or need.
Christmas Holiday December 24th - 26th
Few countries celebrate Christmas in quite the way Germany does. It's an important and highly traditional holiday, celebrated with family and friends. People start preparing for the festive season in late November, by buying advent calendars, wreaths and candles. They also shop for Christmas gifts for their loved ones, choosing from various products, vouchers and services. However, this also means that there is a high rate of returns in the following weeks, as some gifts may not fit or suit the recipients.
Reading the regulations: German import regulations
When exporting to any country, it is important to comply with local import regulations.
- Germany has strict customs procedures that can be time-consuming and complex. Shippers need to provide detailed documentation to comply with customs regulations to ensure the shipments can be cleared without delays. Germany imposes import taxes and duties on many products which will add to shipping costs.
- If you want to pay customs duty instead of your consumer purchaser paying it, you need to state which account the duties and taxes should be billed to within the booking process on the Airwaybill.
- Make sure you contact the German Customs authorities, a valuable partner in getting the information for proper importing to Germany. You can find more information on their website at www.Zoll.de
Products needing government approval
The following products may require additional documents or other governmental agency approvals prior to clearance:
The insider’s guide: DHL’s 3 tips for exporting to Germany
Understand the importance of reviews and research:
German consumers rely on research before buying, perhaps more so than consumers from other nations. German consumers are very well-informed and discerning when it comes to making purchase decisions. They do plenty of research before buying, comparing different products, prices and features. They also rely heavily on reviews and recommendations from other customers, experts and trusted sources. So it's crucial for exporters to Germany to provide accurate, detailed and transparent information about their products and services. Importers to Germany should also encourage and respond to customer feedback and reviews, as well as showcase any awards or certifications they have received.
Offer reasonable shipping costs and returns options:
Avoid charging high shipping costs and always communicate shipping prices transparently—before the checkout process begins. Set a threshold for free shipping: Considering the high order average order values, particularly among German online shoppers, it’s a great idea to offer a price threshold for free shipping. Free shipping on orders above a certain amount, such as €150. Convenient return shipping is slightly more important than free returns.
Find a local partner:
Consider partnering with a local distributor or retailer to help navigate the German market and reach customers more effectively. Exporting to Germany can be challenging if you do not have a local presence or network. You may benefit from partnering with a local distributor or retailer who can help you access the market and reach potential customers. A local partner can also provide you with valuable insights, feedback and support on various aspects of doing business in Germany, such as marketing, logistics, customer service and legal issues. You should choose a partner with experience and expertise in your industry and who shares your vision and values.
Export to Germany: Get started with DHL
You've learnt all about the German e-commerce market – you know it's a vibrant, growing sector. So how do you get your products to Germany? DHL's logistics and delivery experts are ready to help. Open a DHL Express Business Account today.
References
1 https://www.statista.com/outlook/dmo/ecommerce/germany
2 https://www.statista.com/outlook/dmo/ecommerce/germany
3 https://www.trade.gov/country-commercial-guides/germany-ecommerce
4 https://www.statista.com/statistics/1363060/online-shopping-device-germany/
5 https://www.statista.com/outlook/cmo/luxury-goods/germany
6 https://www.similarweb.com/top-websites/germany/e-commerce-and-shopping/
7 https://www.statista.com/forecasts/998723/attitudes-towards-online-shopping-in-germany
8 https://santandertrade.com/en/portal/analyse-markets/germany/reaching-the-consumers
Tips to Prepare for Shipping in Time for Christmas
Know the shipping deadline for Christmas
Speak to your courier partner about the last day for Christmas delivery; if you miss the deadline, you’ll have some extremely disappointed – and angry – customers on your hands. Make sure the shipping deadline for guaranteed Christmas delivery is clear on your website too, so that customers place their orders in time.
Give your website a polish
Speaking of your e-commerce website, the lead up to a busy period is the perfect time to check everything is in order. Does it load quickly? Is navigation fast and intuitive? Is it optimized for mobile? Check out our complete 22 golden rules of e-commerce to ensure your customers have the best experience possible. Remember, happy browsing leads to greater purchasing!
Create some buzz on social media!
Running a Christmas sales campaign? Great – now you just need to let everyone know! 22% of consumers prefer to discover new products via social media (versus searching on Google1), so you need to ensure your social pages are packed full of gift ideas. You could even play around with a bit of live streaming – a great way to show your products off in more detail.
Come mid-December, there’s still plenty of time to nab some last-minute shoppers – in fact, it’s the perfect time to send your email subscribers a special discount code.
Shipping: think fast and free
Consumers love free shipping. In fact, 9 out of 10 said it is the leading incentive to shop online more2. It may seem an expensive cost to your business at first, but as online orders with free shipping average around 30% higher in value3, it’ll be a worthwhile investment.
Deliver unboxing magic
There’s a reason “unboxing” videos are a big hit on YouTube. Online shoppers are increasingly seeing the packaging of their purchases as a big part of the experience. Christmas is the perfect time to go all out and really wow your customers: invest in some beautiful festive packaging for your products, offer gift wrapping at checkout, and include a thank you note with orders. These personal touches will be appreciated by customers and increase the likelihood of them posting about your brand on social media. Bonus points for keeping it green – check out our guide to sustainable packaging.
Consider free returns and exchanges
67% of online consumers will check a brand’s returns policy before committing to buy4, so a “free returns for the holidays” offer can help you win customers. Furthermore, research shows that offering free online returns encourages a higher average basket spend amongst shoppers5.
Don’t forget the final mile!
You’ve smashed your Christmas campaign, shifted all your stock, and wrapped your orders beautifully – now you just need to get them to your customers’ doors on time and in one piece. And for that, there’s no better logistics partner than DHL. As e-commerce experts, we can help you manage the delivery rush and keep those all-important customer promises.
Christmas Shopping Trends
Knowing this year’s holiday shopping habits will help you plan your marketing strategy. Consumers’ budgets are still being squeezed, with 22% of “holiday celebrators” saying inflation concerns would have a “significant” impact on their spending this year6. They’ll be looking for discounts so be prepared to offer deals to incentivize them to buy.
Remember, though, that value doesn’t just mean the price of your products. In a global survey by Outbrain7, “cost of delivery” was considered to be the most important factor to adults shopping online. Offering free shipping over the holiday season might cost your business a little upfront but could be a worthy investment for the extra sales it generates.
Inflation will also impact when consumers begin their holiday shopping. Last year, a Google survey8 revealed “as of mid-October, holiday shoppers globally had on average 21% of their holiday shopping complete.” With inflation continuing, expect the trend to be repeated this year – which is why your holiday campaign should be ready to roll out soon.
Inventory and Supply Chain Management for Christmas Shipping
A big logistical challenge for your business will be managing your seasonal inventory. You probably placed your Christmas orders with suppliers months ago. However, with global supply chains so temperamental now, it’s important to maintain regular communication with your suppliers so that you can react quickly to any delays and minimize the impact on your end customers.
In 2021, a study by McKinsey9 found AI had helped businesses improve their inventory levels by 35%. An example is inventory management software which uses predictive analytics to help businesses better forecast demand surges and automatically order new materials from their suppliers when needed – a valuable system during the busy peak season.
Outsourcing your logistics to a third-party logistics (3PL) provider, like DHL Express, is another step to consider to help your business meet demand. A 3PL provider can manage procurement, warehousing, transportation of goods and order fulfilment for you, in addition to customs brokerage if you’re shipping internationally.
Best Practices for Customer Service during Holiday Season
Customer service should be a top priority for your business – after all, the peak season may bring new buyers through your online doors and you want to ensure they become repeat customers.
For e-commerce businesses, the role of chatbots and AI-driven customer support is evolving in new and exciting ways. Chatbots are now able to understand customer intent on a deeper, more accurate level. They can then suggest or upsell products the customer is more likely to buy.
AI can also be utilized to deliver personalized product lists to customers based on their previous buying history. Personalization is a big deal to customers so do your research to see how AI can help.
With a DHL Express Business Account, you’ll receive expert logistics support during the peak season – leaving you to focus on the business of selling.
References
2 & 3 - Invespcro, May 2022
4 - Ecommerce News, March 2019
5 – Klarna, 2019
Assessing your product
How much does your product weigh? How fragile is it? How valuable is it? Does it need controlled conditions, like regulated humidity? Are there any special packaging regulations around it, as with foodstuffs? How much have you factored into the cost of your product for packaging (this will influence your packaging budget)? Did you know that quite innocuous products like perfume or electronics, for example, can be classified as Dangerous Goods and need to be packaged accordingly? All these are things to consider when deciding how to package your items.
Choosing appropriate packaging materials
There are basically two types of packaging – external and internal. Unless your product requires specialized packaging, like liquids or powders, the external packaging is usually some form of cardboard box. Always choose a high-quality corrugated cardboard box and avoid re-using old boxes as they lose their rigidity.
Internal packaging is used to cushion your product and fill gaps inside the box, to stop the goods moving around. Styrofoam used to be a favorite, but this has now been banned in many countries as it’s so damaging to the environment. There are many different types of internal packaging which have different levels of suitability for cushioning, filling gaps or voids, protection, or as dividers when you’re shipping multiple products in the same box.
Here is a simple chart showing some of your packaging options and what they are best used for.
Protecting your goods
Not all cardboard boxes are the same, and you need to choose the right type for your external packaging. For heavier or more fragile items, double or triple-wall boxes are more appropriate. There should be a manufacturer stamp which tells you more about the strength and durability of the box or, failing that, consult your box supplier.
For internal protection, biodegradable air peanuts are a greener alternative to styrofoam. Bubble wrap also does a good job of cushioning and protecting your product but, again, this is a traditional plastic-based packaging material and corrugated bubble wrap is a lot greener. Foam wrap, air pillows, crumpled paper, corrugated inserts and shredded cardboard are all other alternatives for protecting your goods – you just need to decide which is most suitable
Top tips:
Wrap items individually – for maximum protection from shocks and vibrations.
Use dividers – to prevent goods knocking into each other and causing damage.
Keep items from moving around – secure them in place to reduce the risk of breaking.
Place items in middle of box – so they don’t tilt during transit. Use plenty of padding to secure them in place.
Marketing and personalized packaging
While packaging’s primary purpose is to protect your product so it can be safely delivered to your Customer, it can also do so much more.
Packaging can be a powerful marketing tool, allowing communication with your Customer when they’re feeling most positive towards your brand – when their order arrives. At its most basic, you can use packaging to bolster your brand image using consistent colors, logos, messaging, typography and other brand elements. While your outer packaging may be a cardboard box, it needn’t just be plain brown! Consider using packing tape in your brand colors and custom-designed labels.
You can also synergize your packaging with your advertising. For example, if you’re running a social media campaign using a particular headline, why not look into adding it to your packaging? You can also cross-promote your social media campaign by adding a hashtag.
Other opportunities include: tying in your packaging with particular events – for example, Valentine’s Day or Christmas; including a personalized, handwritten thank-you card (perhaps with a personal discount code); and adding free samples of related products.
Creative packaging, personalization, free samples and discounts are all powerful ways of encouraging Customer loyalty and repeat purchases.
Packaging for quick and easy returns
Returns are a fact of life in the age of e-commerce. While offering free returns has cost implications for your business, many Customers will only shop from retailers who operate a free returns policy. It’s a dilemma you have to weigh up and make a decision about.
Whatever you decide, strangely enough, a return is actually another opportunity for your business. By making it as hassle-free and simple as possible, you will encourage the Customer to buy from you again, even though this particular purchase hasn’t worked out. So always include clear instructions and a returns label. And in terms of the packaging itself, choose a box that is easy to open –perforated for example – and easy to re-use and re-seal, maybe including an adhesive strip.
By putting some thought into it, you can make the returns process a positive customer experience and a way of differentiating yourself from your competitors.
Sustainable packaging
Make no mistake, sustainability is a huge issue among consumers now, and using sustainable packaging could be crucial to the popularity of your brand.
Sustainable, green or eco-friendly packaging are terms that mean the same thing: packaging that has the lowest possible impact on the environment. This low impact is achieved in three basic ways: by limiting packaging waste; by using materials that are recyclable or biodegradable; and by the use of renewable energy in the production of the packaging.
So, what can you do? Most obviously, cut back on waste by using packaging that’s the right size for whatever product you’re sending. Sending a small product in a big box annoys recipients so much that, in the past, they’ve taken to social media to shame companies who do so.
As for packaging materials, new alternatives are being developed all the time. As mentioned above, biodegradable packaging peanuts can be used instead of styrofoam and corrugated cardboard bubble wrap instead of traditional plastic-based bubble wrap. Air pillows made from recycled or biodegradable materials are another alternative. Corn starch could be used instead of plastic. And if only plastic will do, there are now biodegradable and recycled plastics available. Organic ecological textiles are also becoming more popular, includingorganic cotton wool for cushioning, linen and poplin anti-scratch covers, and tape made from hemp.
And finally, try to source cardboard boxes and paper that have been recycled or certified to support sustainably managed forests.
For more details, read our article on green packaging.
Other considerations when shipping overseas
Of course, packaging is important. But, no matter how much thought you put into it, it could end up pointless if Customers are disappointed by a needless delay to their shipment or annoyed by surprise additional costs.
We can help you navigate international trade by enabling you to calculate your customs duty, tax and other fees, so you can pay them up front. Plus, you can get the correct HS (Harmonized System) codes and check your shipment’s compliance with any country’s import and export regulations.
You can do it all, using our free Global Trade Services toolkit.
Packaging Basics Checklist
• Assess your product
• Choose appropriate packaging materials
• Ensure your goods are protected
• Use your packaging as a marketing tool
• Make sure it’s returns-friendly
• Choose green packaging alternatives
• Navigate customs with our Global Trade Services toolkit
So, your packaging will ensure your shipment arrives at its destination in one piece, but what about on time? That’s where DHL has you covered. With a DHL Express Business Account, you’ll have access to a range of expedited shipping solutions to help you meet your customers’ expectations.
The next time you unwrap a parcel, observe how many layers of packaging material you need to tear through to finally get your item. It is estimated that up to seven types1 of packaging material go into a single parcel: tape, cardboard boxes, styrofoam padding, and bubble wrap are some common examples that protect goods during transport. Before a parcel arrives safely at the consumer’s door, it has already left a trail of environmental destruction in its wake. And all too often, this excess packaging ends up in the bin.
Packaging itself takes up almost a third of all plastics production, but only 14 percent of it will be recycled, according to a joint report by the World Economic Forum and Ellen MacArthur Foundation. And this plastic waste problem is escalating with the rise of e-commerce, which is expanding at an average rate of 20 percent a year worldwide. Global retail e-commerce sales were valued at US$2.29 trillion (€2.01 trillion) in 2017.
What is Green Packaging?
Green packaging, sustainable packaging and eco-friendly packaging are terms which all mean the same thing: packaging that has the lowest possible impact on the environment.
This low impact is achieved in several ways: by limiting the packaging waste created; by using materials which are recyclable or biodegradable; and by using renewable energy during production.
Why is sustainable packaging important for businesses?
There are two main reasons. Firstly, because sustainability is now such a big issue among consumers that being seen to be green is crucial to the popularity of your brand and the longevity of your business. And secondly, because of the global impact traditional packaging has on the environment.
How product packaging impacts your business
Most consumers want green packaging. As far back as 2020, in research by Trivium Packaging1, 74% of those surveyed in the US, Europe and South America were willing to pay more for it. It’s become even more of a trend since then.
Studies have shown there is a positive correlation between green packaging and positive branding, with many consumer advocacy groups promoting companies that use sustainable packaging. And recent data reveals that 44% of customers choose to buy from brands with a clear commitment to sustainability2.
As a result, more and more businesses are realizing how a green packaging strategy makes sense, in terms of customer acquisition, retention and long-term loyalty. And in today’s ultra-competitive commercial environment, it’s more important than ever to your bottom line that your business adopts sustainable practices.
The impact of packaging on the environment
We’ve all been irritated by parcels with the item packaged in a box that’s far too large for it, and the void filled with padding. Excessive packaging is very obviously wasteful.
And, whether or not the packaging is of the appropriate size, several types of materials have traditionally been used for a single parcel: for example, tape, cardboard boxes, styrofoam padding and bubble wrap. Many of these packaging materials are composed of plastics. In fact, according to the United Nations Environment Programme3, around 36% of all plastics produced are used in packaging. And packaging is the largest generator of single-use plastic waste in the world.
Plastic production is also one of the most energy-intensive manufacturing processes in the world. So, before a traditionally packaged parcel arrives at a consumer’s door, it has already contributed seriously to the climate crisis.
Then, all too often, this packaging ends up in landfill or becomes litter. Plastic can take up to 1,000 years to break down, so it builds up in the environment, damaging soil, poisoning groundwater, and choking marine wildlife. Microplastics enter the human body, with the potential to cause serious health impacts – and have even been found in the placentas of newborn babies.
The impact of plastic waste on the environment
According to The Ellen Macarthur Foundation4, the root cause of all this waste is the current structure of the economy: we take materials from the earth, make products from them, and eventually throw them away as waste. The foundation advocates a transition from this so-called linear economy to a circular economy, in which we stop waste being produced in the first place.
The circular economy is based on three principles: eliminate waste and pollution; circulate products and materials (at their highest value); and regenerate nature. It is underpinned by a transition to renewable energy and materials, and decouples economic activity from the consumption of finite resources. The foundation claims the system is resilient, and good for business, people and the environment.
Clearly, sustainable packaging solutions are an important element of any transition to a circular economy.
Sustainable Packaging Solutions
Below is a range of green packaging options5 to consider. The question is, which are appropriate for your particular business?
Biodegradable packaging peanuts
These are a more sustainable alternative to styrofoam, which is also known as EPS (expanded polystyrene foam). Styrofoam has now been banned in many countries due to its environmental impact. One of the traditional packaging materials, it cushions against shocks and helps prevent products moving while in transit. But it’s neither biodegradable nor can it be recycled economically, and it’s often found in our rivers and oceans.
While cushioning just as well as styrofoam, biodegradable air peanuts made from natural materials are both more sustainable and cheaper.
Harts of Stur, a UK kitchen appliance and homeware retailer, is one company which has switched to this form of packaging from Greenlight Packaging – to the delight of their customers6.
“The reaction to our eco-friendly packaging has been nothing short of overwhelming. Customers are so pleased that we use an environmentally friendly alternative to polystyrene!” Harts of Stur
Corrugated bubble wrap
A traditional packaging favorite, bubble wrap helps protect fragile items during shipping. However, being plastic based, it’s definitely not green packaging.
One sustainable alternative is a wrap made from up-cycled corrugated cardboard. Rather than disposing of or recycling post-consumer cardboard waste, the material is given an additional life as a cushioning agent. Small cuts are made to produce a concertina-type effect that protects against shocks just like bubble wrap.
Air pillows made of recyled materials
Inflatable air pillows are another sustainable packaging solution for use instead of styrofoam or bubble wrap. Available in a variety of sizes, they’re ideal for filling voids in boxes or providing cushioning around packed items.
Air pillows are small bags that can be inflated, so consist mainly of air. This cuts down on the plastic used in their production and transport compared to other cushioning materials. While they can be re-used and recycled, it’s important to choose versions made from 100% recycled and biodegradable materials.
Recycled cardboard
Cardboard boxes are ubiquitous as outer packaging. Compared to plastic, a cardboard box reduces oil and CO2 emissions by 60%7. And, as an organic material, cardboard is 100% biodegradable and can be recycled several times over.
Even so, while cardboard definitely counts as green packaging, it has environmental drawbacks. When it’s dumped into landfill sites, its biodegradation emits methane gas, creating a substantial carbon footprint. Moreover, it’s made of tree fibres, so adds to the risk of deforestation. To mitigate this, try to source post-consumer or post-industrial recycled paper and cardboard, and look for materials that are certified to support sustainably managed forests.
Corn starch packaging
Corn starch is an organic material, made from the corn or maize plant. It has similar properties to plastic, making it an effective and more sustainable plastic alternative in many guises, from bottles to loose-film packaging.
However, as corn starch is derived from the grains of corn, it competes with human and animal food supply systems, possibly making corn more expensive. So, while it has excellent properties for packaging, you might still prefer to opt for a different plastic substitute.
Biodegradable and recycled plastics
If the nature of your product means you have to use plastic packaging, at least you can choose 100% recycled or biodegradable options – although plastic can only be recycled a limited number of times before it ends up in landfill. A greener alternative would be to source biodegradable plastic materials, which can be decomposed by living microorganisms.
While there are some bioplastics which compete with human food supplies, such as those made from corn starch, sugar cane and wheat, there are also microbial polyesters, or polyhydroxyalkanoates (PHA). PHAs are polyesters that are synthesized and stored by various microorganisms. The only downside is the cost of the additional carbon needed for the microorganisms to metabolize and produce these biodegradable polyesters – although waste cooking oils and animal oils are promising, cost-effective, and sustainable options. Companies who have introduced PHA plastic into their supply chain include Nestle, Pepsico and Bacardi.
Organic ecological textiles
Ecological textile packaging reduces waste, as it’s made from multi-use, durable materials such as organic hemp, organic or recycled cotton, tapioca, or palm leaves. All are biodegradable, so take less time to decompose naturally. Examples of usage include organic cotton wool for cushioning, linen and poplin as anti-scratch wrap covers or bags, and hemp tape to bundle products together.
Sustainable packaging innovations
While green packaging is a global trend in itself, and the sustainable packaging solutions discussed above are part of it, here are three other kinds of innovative packaging that could emerge as key options in the future.
Mushroom packaging
Mushroom packaging really is made from mushrooms. It uses a process that combines pre-cleaned agricultural waste with mushroom roots. This raw material is moulded into the shape required, dried and used as packaging. Agricultural waste can’t be used for food, so mushroom packaging avoids the ethical dilemma corn starch packaging brings with it. It also degrades naturally at a very rapid rate. Even so, despite its suitability as sustainable packaging, it is currently only feasible for smaller items.
Seaweed packaging
Seaweed is a sustainable packaging solution made from agar – a gelatinous substance found in many seaweeds and algae. The agar is extracted and dehydrated to produce a material appropriate for packaging. Being made from a plentiful, sustainable raw material, seaweed packaging could become one of the big new trends in green packaging.
Edible films
Edible film is a cutting-edge sustainable packaging solution, most appropriate for food products, with a global market expected to reach $4.2 billion by 20288. Potentially, it could curb food and packaging waste, while also reducing chemical leaching from plastic.
Different natural products can be used to create edible packaging, but the most effective and widely used is chitosan, a sugar made from the chitin shells of crustaceans. This makes chitosan one of the most plentiful biopolymers – and edible packaging a much greener alternative to plastics.
Green packaging solutions checklist
Here are six ways to make your packaging more sustainable. See which could work for you:
- Insist on sustainable packaging materials that can be re-used
- Use biodegradable and compostable packaging
- Reduce the size of your packaging
- Adapt product packaging to be shipping-friendly
- Enable customers to return and re-use empty product containers
- Ship items in bulk
For advice on other ways to make your shipping greener, contact your DHL sales representative.
References
1 Trivium Packaging Global Buying Green Report
3 United Nations Environment Programme
4 The Ellen Macarthur Foundation
7 Primepac
Customer expectations in 2023
In a DHL survey, only 38% of B2B business owners and 31% of B2C owners said they had been able to fully implement their e-commerce strategy. The main reason? Having to manage customer expectations that are changing considerably.
But what are these expectations that have rocketed so rapidly? The 900 respondents – all decision-makers and in key industries – had very clear ideas.
Customer service tops the list of expectations
The graph shows key customer-facing considerations for businesses in B2C and B2B sectors. Over 50% of survey respondents in each sector said customer service was extremely important.
Customers now expect their purchases to be painless – a seamless experience with excellent service. Assuming you offer the same goods for the same price as many competitors, meeting customers’ demands could be the reason they choose your business. Demands that not too long ago may have been inconceivable – next-day or even same-day delivery, real-time tracking, flexible ordering, and simple returns.
Delivery rates highly for B2B and B2C customers
44% of both B2B and B2C respondents said time-specific delivery was a key customer expectation – whether within two hours, same day or next day.
Offering multiple delivery options is also very important, though slightly more so for B2C businesses (41%) than B2B businesses (36%). Around 30% in each sector said it was also very important that shipping was free of charge.
Over one third say returns are important
Offering multiple return channels to customers – for example, to a service point, a locker, or back to a bricks-and-mortar store – was rated as important by over one third of respondents in both B2C (37%) and B2B (39%) sectors. A hassle-free returns process was also key to meeting customer expectations, for 37% and 34% respectively.
Product availability and support an important factor
In addition to customer service and time-specific delivery, product availability was reported as one of the most important customer expectations. Over 40% of B2C respondents said it was very important and just under 40% of B2B respondents. Understandably, technical product support was more important in the B2B sector, with 45% rating it highly compared with 36% in B2C.
Types of customer expectations
Customers expect many things of an e-commerce business, but most can be broken down into the following categories.
Explicit expectations
Explicit expectations are specific targets customers have when they seek out a product or service – for example, quality, price and/or performance. They are “must haves.”
Implicit expectations
Implicit expectations are those that customers rarely voice but assume will be met – for example, in e-commerce, implicit expectations might be that the product arrives undamaged, complete, and matches the description on the website. Implicit customer expectations are often the base standard you expect.
Technological expectations
Technological expectations are influenced by how a product category evolves. For example, mobile phones are constantly updated with new features and innovations, so customers’ technological expectations of this category grow too.
Static performance expectations
These relate to the overall performance and quality of your brand. Accessibility, customization, reliability, punctuality and user experience are just some of the elements influencing customers’ perception of it.
Dynamic performance expectations
These relate to how a product or service is expected to change over time. To exceed dynamic expectations, such as changes in customers’ needs or their business goals, you’ll need to monitor these as they evolve and adapt accordingly.
Digital expectations
These are what customers expect when interacting with your brand online – and they have changed following the pandemic. Customers now expect a mobile-optimized website, product transparency, a personalized user experience, and the ability to purchase on social channels, among other things.
Interpersonal expectations
Interpersonal expectations are what customers expect during person-to-person interactions – for example, with customer services. They expect customer service assistants to be expert, friendly, and courteous. While interpersonal expectations are independent of the product purchased, they are important in building customer loyalty.
Situational expectations
These are influenced by a customer’s experience pre- and post-purchase. Customers may form situational expectations based on imagery they’ve seen or an experience they’ve had. They are the least predictable expectations and the hardest to manage, and can also evolve over time.
How to manage customer expectations: six strategies
Managing customer expectations isn’t easy. Here are top six strategies to help you.
1. Prioritize service
Great customer service can differentiate you from your competitors, even if your products are almost identical, and gives you a real advantage. In the past, companies would cut back on service when they reached a certain size, in order to reduce costs. But now, especially in e-commerce, competition is so high that if you don’t deliver on service, customers will simply go elsewhere.
2. Be where your customers are
With people increasingly shopping on smartphones rather than laptops and desktops, and social media platforms becoming accepted places to buy, you need to ensure your business is in tune with these new customer behaviors. They will expect your site to be mobile-optimized, and expect you to have a presence and interact on social channels, so make sure you don’t disappoint. Work out where your customers are engaging most and be there – and be aware that this can change, too.
3. Listen to customer feedback
According to HubSpot’s Annual State of Service in 2022 report, 42% of businesses do not survey their customers1.
Yet, with so many survey solutions available – plus chatbots, social media, email, and customer reviews – there are now a multitude of ways to get feedback from your customers. It’s the best strategy to both understand and manage their expectations, as well as identify any pain points before they escalate.
4. Be honest with them
By being open and honest with your customers, you can earn their trust and loyalty to your brand.
For a start, set realistic expectations. For example, don’t promise next-day delivery unless you can fulfil that expectation. And if issues develop that mean you may not meet your usual high service standards, let your customers know and keep them updated on the situation. Being honest will help keep them on your side.
5. Keep communicating
The after-sales service you offer is extremely important. A simple thank-you to a customer, or a discount for their next purchase goes a long way, especially if personalized. Newsletters with relevant offers are another great way to maintain communication – but don’t send too many.
6. Make your logistics a priority
Delivery and returns have become key areas of concern for e-commerce customers. To keep up with their increasing demands, consider partnering with a third-party logistics provider (3PL).
You’ll benefit from their supply chain expertise and flexible distribution network, which means you’ll have a simpler, faster and more cost-effective way of getting your products to customers. This will leave you with more time to focus on other aspects of your e-commerce business.
Discover more about outsourcing your logistics, here.
The future: customer expectations will only increase
Like e-commerce itself, customer expectations will continue to grow in the years ahead. As a result, customer service will become a major battleground for e-commerce businesses in both the B2C and B2B sectors. Only those which prioritize and invest in this area will succeed in meeting customer expectations and building loyalty.
Partner with the experts: open a DHL Express Business Account to ensure your customers’ expectations are met – every time.
References
1 Hubspot
What is Black Friday?
Black Friday is the Friday after Thanksgiving in the US and traditionally marks the start of the holiday shopping season. Retailers offer huge discounts and promotional deals, and some extend their opening hours. The day has become a global phenomenon, attracting record numbers of shoppers looking for bargains.
Why is Black Friday good for business?
The sheer scale of the event means there are plenty of sales to go round – for businesses of all sizes. It’s a great opportunity to shift any overstock inventory you may have with some enticing deals and discounts.
79% of consumers typically discover a new online store on Black Friday1, which means there’s a good chance your business will have some new customers through its online doors on the day. And new customers can be converted to repeat customers – providing you deliver a great experience.
Planning for your Black Friday marketing campaign
You’re running a Black Friday sale? Great! Now you just need to let all your customers know. It’s never too early to start – many Black Friday bargain hunters will be browsing social media on the days before to plan their purchases. In response, some retailers offer “Black Friday Daily Deals” to nab some extra sales.
Stand out from competitors using these Black Friday marketing strategies
Create a Black Friday landing page
Visitors to your website should know immediately that you’re running a Black Friday campaign. Put your best deals front and center of your homepage, use bold headlines, high-res photos and strong call to actions. A countdown timer is a great way to instil a sense of urgency on your deals.
Ensure your deals are competitive
Look at what price points your competitors are selling their products at – can you price match? Or, even better, go lower? Perhaps you can throw in some freebies or samples with every order – anything that can give your business a competitive edge.
Keep new customers happy…
Attracting new customers through your online stores this Black Friday is key, but so is ensuring they come back again and again. Criteo asked consumers: “What would make you return to a brand or retailer that you discovered on Black Friday?” The leading answers? Beyond the obvious “great deals”, free and fast shipping scored highly2. Consider if you can absorb the cost of free shipping elsewhere in your business – it’ll be worth it if it secures you extra sales. As for fast shipping, DHL Express has you covered!
…and remember to reward the loyal ones
Drop your existing customers an email with an extra Black Friday discount code. Use engaging copy to thank them for supporting your business – they’ll appreciate the personal touch. Just remember to use the phrase “Black Friday” in the subject line – emails containing this phrase have a +64% Click Through Rate3.
Create a Black Friday gift guide
You can tap into AI to build unique and personalized gift guides for your customers based on their previous browsing and buying history. Email these out to them a few days before Black Friday so you’re on their radar.
Monitor your inventory closely
If something sells out, you can quickly switch to push other products on your homepage, and if something is not selling as well as you’d anticipated, be ready to offer further discounts.
Ship internationally
Of the world's 195 countries, it’s estimated that approximately 50-60% celebrate Black Friday in some form or another4. That makes it the ideal time for you to think about shipping internationally – if you don’t already do so. DHL Express can help your business sell cross-border, taking care of all the hassle around customs regulations, duties and taxes, so that your customers receive their orders without delay – wherever they are.
With a DHL Express Business Account, you’ll receive logistics support from the experts to help your business manage the peak season rush.
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References
1 & 2 - Criteo, October 2021
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Asian Heritage Month is an opportunity to learn about and celebrate the achievements and contributions of Asian-Canadians who have made Canada into the country we know and love.
As a child of Vietnamese immigrants, and a small business owner, I’m celebrating this month by sharing my personal story of growing up with my parents, how my experiences have shaped who I am, and how my business, Freon Collective came to be.
Freon Collective is a low-waste, eco-friendly lifestyle brand that I started in early 2019. It wasn’t meant to be anything more than a hobby (you’ll come to learn that I have too many hobbies). I approached Freon Collective as a hobby, but my parents always instilled the value of hard work in me. With that thought in mind, that’s how I’ve grown it to be the nationwide brand it is today.
At 18 years old, in the aftermath of the Vietnam War, my mom left her family, her country, and all she had ever known. She fled Vietnam alongside hundreds of thousands of people between the 1970s and 1990s in a mass migration known as The Boat People. These vessels were small, cramped, and there were constant threats of starvation, sinking, pirates, and more. When she reached Malaysia, where she was reunited with my uncle (who had made the same journey earlier), she met my dad and eventually had me.
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During this time, my parents went through many struggles while they were seeking resettlement in more developed countries. They were separated for a year and a half when my mom left for Canada with a six-month-old-me in her arms. She worked day and night jobs to support the both of us and raised enough funds to sponsor my dad to come to Canada.
As immigrant parents who did not want their child to go through the same struggles they did, my parents actively encouraged a more traditionally “safe” route: focus on academics with the hopes it would lead to a stable career. Despite this push, they never discouraged my creative pursuits. When I was interested in learning piano and violin, they worked music lessons into the family budget. When I became interested in photography, they purchased a camera for me for my birthday. When I eventually became interested in sewing and design, they helped me buy a sewing machine — so long as I continued to pursue academics — they were content knowing I was also taking sewing courses in high school.
When it was time to choose a post-secondary option, I knew I wanted to study fashion and design. My parents were never able to receive higher education — I would be the first in the family to go to university. They wanted to support me, but naturally, my parents had reservations. Likely because I would have to move across Canada and my choice was so different from what they had in mind. After all, what kind of jobs would there be in the fashion industry, besides the obvious one of fashion designer? Still, I was determined and I packed my bags and moved across the country to attend fashion school.
While I was studying for my undergrad, I worked part-time as a sewing instructor at a local business in Toronto. My mom worked actively to support me, even though she had doubts about my career choice. At this point in her life, she had gotten her GED, worked several jobs from hotel housekeeping to factory jobs, serving, and eventually becoming a nail technician and opening her own nail salon. As soon as I graduated, I landed a job with a local children’s clothing brand, where I honed my sewing skills and continued to work as a sewing instructor on the weekends.
As if a full and part-time job wasn’t enough, I started a lifestyle and beauty blog on the side. This began as a creative outlet for me to continue my photography and writing passions, but it eventually became a third job. I would wake up in the morning and edit photos, write posts, and then do the same in the evenings after work. When my blog gained more traffic, I started attending events, growing my network, and learning more about the marketing and advertising world. Like my parents who had worked several jobs when they started their lives in Canada, I found myself doing the same.
A major hurdle (and blessing in disguise) came when I was just two years out of my undergrad. The clothing manufacturer I had been working for was going out of business. Despite still having my part-time teaching position and blog, I had no idea what I was going to be doing next. I felt like I had failed — a fear that many children of immigrants know all too well. I thought, “I should have listened to my parents.” After all, my parents worked day and night when they were reunited in Canada to support their families back in Vietnam. Like most immigrants, they didn’t have safety nets to fall back on in times of crisis. It was common for my parents to take the overtime shifts, working twice as hard to counterbalance their language deficiencies. They saved every penny to buy their first house, bring my mom’s family over, and provide a comfortable life for myself and my siblings. They worked so hard to give me a life where I wouldn’t have to worry, and here I was, practically going to be jobless in a few weeks.
When my parents came to Canada, they took any opportunities that came to them and never said no. They knew that nothing was going to be handed to them in this white-dominated country and lived with a mindset of work and survival. I witnessed this firsthand, so when the opportunity came up for me to take over the manufacturing side of the company I was working for, I decided to go for it. After that company closed, I moved everything I would need into my 500 square feet condo and opened Freon Collective. I was now self-employed and starting a business with no formal business background.
Freon Collective began as a small-batch production company. I would work with other businesses to sew their products, produce patterns, design samples, and more. A few months into this, I started Freon Collective’s in-house brand. I made a few sets of reusable cotton rounds, opened an Etsy shop and was completely blown away when they sold out within the first few hours.
The colleagues I had met in the blogging industry were incredibly supportive and instrumental in helping Freon Collective grow in those first few months. Before long, I found myself taking product shots by day and editing photos by night. I was sewing every day, shipping out orders, fulfilling wholesale accounts, and participating in my first local markets. You could say all of the creative pursuits (photography, writing, sewing, etc) that I had when I was younger came full circle.
When I started Freon Collective, I had no idea this brand would become what it is today. Let’s be honest, running a business is hard. It’s unstable at times, it’s 10x more work than anyone thinks it is, and you — yourself — are responsible for all of the decisions. As overwhelming as the past few years have been since opening a small business though, I know this is where I was meant to end up after all.
As I reflect on Asian Heritage Month, I can see the parallels between my mom’s life and mine. When we were both 18 years old, we left our families and hometown. We worked, went to school, and eventually opened our own businesses. My mom worked to support her family, and as I’ve grown older, I find myself wanting to work to continue my parents’ Canadian dream. I want to make my parents proud, and for them to know that everything they’ve done to come to Canada and build a life here wasn’t in vain.
If you’d like to learn more about Asian Heritage Month and Vietnamese Boat People, please visit the following resources:
- Government of Canada - Asian Heritage Month
- Boat People Documentary - Searching the Past
- Exodus: A Vietnamese Refugee's Journey to Canada
- UNTOLD Vietnamese Boat People Stories
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About the Author:
Nancy Mac is the owner of Freon Collective, a Toronto-based low-waste lifestyle brand. She is passionate about design, sustainability, and supporting local businesses. Her products have been featured in several publications including Chatelaine, Buzzfeed, and Who What Wear.
Learn more about Nancy and Freon Collective at freoncollective.ca and @freoncollective