How do you make the most of the holidays, that seem to pre-empt lots of consumer spending, without looking like a cheap trader? Or, is this the time of the year not to worry about how it looks?
Whether you’re a coach or a retailer running a Black Friday / Cyber Monday promotion, it is important that you are clear about
your objectives.

Are you trying to create more shoppers?
And / or; are you trying to create a larger transaction size from the
transactions you do have?
How does the design of your promotion inspire your customers to act the way you want? How does your marketing support the goal to either attract more customers, or make customers more likely to spend more?

When planning, remember that the mass-market retailers are trying to attract additional customers to a physical location (mall, high street) that those customers psychologically associate primarily with “retail”. It is more difficult to get them to make a “retail” journey to the golf club. Can you find another way to influence the golfer to be at the club?

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