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  • Discover the latest Black Friday tactics to inform your marketing strategy. Plus, find out more about our recommended tools and training to support your business to optimize your marketing and win more customers.

The RACE Growth Process is a tried-and-tested methodology to support the growth of e-commerce and retail businesses.

  • Apply a planned approach to your e-commerce marketing to rapidly review, find opportunities, build a high-performing team and develop your marketing strategy to reach, acquire and engage more customers. Use a data-driven process, informed by the latest online retail growth statistics.
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Omnichannel customer lifecycle

E-commerce marketing trends

Interested in the latest retail e-commerce marketing trends to grow your business in 2021?

Our recommended omnichannel retail resources for growth

Structure a plan using the RACE Framework
  • Learn how to structure a comprehensive omnichannel marketing plan, using the Smart Insights RACE planning framework
Set digital marketing goals and objectives
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Competitor benchmarking with RACE​
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Applying the RACE Framework to eCcommerce

The eCommerce sector is soon to be hit with one of the greatest opportunities of the year. Sales, brand awareness and loyal customers are all opportunities to address within this festive period. Last year, eCommerce Black Friday sales hit an estimated £4.3 bn in the UK. The growing popularity of Black Friday amongst shoppers opens opportunities for eCommerce businesses that do not usually use discounted offerings (to maintain customer perceived brand equity and quality) to get involved with the heightened retail buzz. Within this article, the RACE framework is introduced and applied within the context of Black Friday and the e-commerce sector. Breaking down your Black Friday marketing strategy will give your e-commerce marketing initiatives a concrete structure to thoroughly approach, identify, and meet your outlined Black Friday objectives.

The RACE Framework, Black Friday, and eCommerce

The RACE framework takes into account all aspects of the customer journey,…