Black Friday is the year's most crucial sales event, offering millions of potential customers for your products. Success in CDON's campaigns requires strategic preparation and attention to detail to maximize your product visibility and sales potential.
This guide outlines how CDON's campaigns work, the strict legal criteria for pricing, what you must do to be included, and what you should think about for maximum performance!
Note: You can download a PDF on How to Maximize Your Sales at the bottom of the article!
How CDON Campaigns Work
CDON drives sales and conversion through an intelligent, dynamic system that ensures the most relevant products are shown to customers.
- Dynamic Campaign Pages: CDON's campaign pages are intelligent, adapting in real-time to showcase the most relevant products to each customer.
- The Advanced Algorithm: Our advanced algorithm continuously evaluates key factors - including price competitiveness, popularity, and customer preferences - to curate tailored selections that maximize engagement and drive sales.
- Enhanced Visibility: High-performing products receive placement and additional exposure across the platform, significantly increasing your reach to potential customers.
Important Campaign Dates
Effective planning around these key campaign dates is essential for maximizing your sales.
| Campaign Phase | Dates |
|---|---|
| Pre Black Friday | November 1 – 21 |
| Black Week | November 22 – 27 |
| Black Friday | November 28 – 30 |
| Cyber Monday (Black Friday) | December 1 |
Inclusion Criteria and What to Do
To maximize your chances of being featured on dynamic campaign pages you must meet the following criteria and prepare strategically.
Criteria for Selection
The following three factors directly influence the algorithm selection process:
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Competitive Pricing Strategy: Products with market-leading prices receive priority consideration for inclusion.
- Make sure to familirize yourself with our Price comparison tool in CDON Analytics. This tool allows you to track market prices and ensure your offer is the most attractive.
- Make sure to familirize yourself with our Price comparison tool in CDON Analytics. This tool allows you to track market prices and ensure your offer is the most attractive.
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Reliable Delivery Performance: Consistent shipping times and fulfillment reliability boost your selection probability. We measure delivery performance via your missing rate, whereby CDON has a target of 2%.
- Make sure to have accurate delivery times on your products, and that your customer receive delivery notifications from your chosen carrier.
- You can track and see your Missing Rate in our Merchant Analytics here.
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Accurate Product Information: Complete and up-to-date product details ensure a better customer experience and result in higher conversion rates.
- Read our article on PDP Guidelines here.
- Read our article on PDP Guidelines here.
- Valid EAN/GTIN Required: Every product must have a legitimate European Article Number (EAN/GTIN) for proper identification and tracking across all marketing channels.
Black Friday Category Focus and Minimum Discount
The Black Friday campaign focuses on key product categories. To be an attractive participant, you should apply a significant discount on your products within these categories.
- The minimum required discount varies by category. For example, popular categories like Playstation Spel (Playstation Games) and Smink (Makeup) require a minimum discount of 25% and 20% respectively, while TV-apparater (TV Sets) require a minimum of 5%.
You can download the list of focus categories at the bottom of the article!
Content and The EU 30-Day Discount Rule
As a merchant selling to customers in the European Economic Area (EEA), you are legally required to comply with the EU Price Indication Directive (PID). This law is designed to prevent misleading promotions by stopping sellers from artificially inflating prices before a sale.
Key Requirements for Price Reductions:
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30-Day Rule: For a price splash (the visual display of a discount) to be shown, the previous higher price must have been active for at least 30 days.
- No Campaign Messaging: Titles, texts, and images should only be about the product, not about the campaign. Products that contain campaign-related words like "Black Friday" or "Sale" in their text will be automatically blocked from being displayed.