When you offer 20% off site-wide, your AOV will go up. When you calculate the marginal outcome of that newly increased AOV, what you have to understand is that you're giving away more product in the process. The way that the margin gets reduced on that offer is you're given away more units per dollar,. And so you have to make sure you increase the cost side of that calculation, understand the margin, set your ass appropriately, protect that profit.
It's the last day of my weeklong BFCM special! This week I've got 5 very short episodes with super ecom experts giving you ONE (and only one!) tip to maximize Black Friday/Cyber Monday. The best part? They're ALL still actionable for your teams, even this late in the game.
To close out the week, I just couldn't stay away from my business partner, friend, and former CTC & 4x400 colleague and boss, Taylor Holiday. Taylor's got one last tip for BFCM focused on making sure you understand your finances. As he's said elsewhere: the next DTC winners will be those who are operationally excellent, and he's got some help for you to do that here.
You can follow Taylor on Twitter at @TaylorHoliday, work with Common Thread Collective by visiting their website, and/or click here to check out CTC's learning & early stage growth community, Admission.
Follow me on Twitter at @andrewjfaris.
Work with me at www.ajfgrowth.com.
Email me with questions or thoughts at podcast@ajfgrowth.com.
Intro & outro music: "Holiday" by The Devious Means