Headline article image “Afterpay Day is really important right now”

“Afterpay Day is really important right now”

Nursery furniture brand Boori saw a 36 per cent bump in sales last Afterpay Day. This year, they’re taking part again.

When nursery furniture brand Boori took part in Afterpay Day last year it enjoyed a 30 per cent rise in sales.

This year, the beloved Australian brand will be promoting the event even more heavily. After all, as online manager Vanessa Chui explains, participating in sale events like Afterpay Day is more important than ever in periods of economic uncertainty.

“Consumers are more price-conscious, especially with so much talk of a potential recession looming. Offering similar deals or prices to your competitors is really important right now,” she says, adding that value-added promotions and offering products across a range of price points is imperative.

The secret to driving sales with Afterpay Day comes down to a clear promotional plan, Chui says. Here are Boori’s tips for maximising Afterpay Day marketing… 

Make use of Afterpay’s marketing templates

For Chui, one of the most appealing aspects of Afterpay Day is how easy it is to take part. 

“Our marketing team isn’t that big,” she says, explaining that, last year, Boori made use of social media templates supplied by Afterpay to support Afterpay Day. These templates include assets – all sized to the correct dimensions for each social media platform – featuring Afterpay’s brand colours and logos. Retailers can then customise the assets with their own product imagery – reducing the need to create assets from scratch or employ a graphic designer.

“[The templates] make it easier for us to take part,” says Chui. ‘They’re really helpful.”

You can find templates and assets for this year’s Afterpay Day here.

Communicate Afterpay’s value to customers

 When promoting Afterpay Day, Boori chooses impactful images of products, and ensures that ads clearly communicate the savings that customers can make.

 “The average Boori order is for around $500 usually, which for a lot of people is not a small amount,” says Chui. “So, letting customers know that they can purchase the products they want with the option of Afterpay is really important for us.”

 Social media ads run at the start of Afterpay Day, in the middle and then during the final hours of the sale. 

Incorporate Afterpay Day into your annual marketing calendar

 For Boori, planning for Afterpay Day starts early – when the brand plans its marketing calendar for the year.

 “We work Afterpay Day into existing planned sales periods, which means we didn’t get bogged down with too many sales throughout the year, but are still offering a unique incentive to customers,” she says. In 2022, for example, Afterpay Day sat within a longer-running sale period, which is something Boori plans to repeat this year.


Consider pay-per-click advertising 

As well as social media, Boori also found success with pay-per-click (PPC) advertising.

“During promotional periods we put a lot more budget towards PPC Google ads,” says Chui, “which we’ve found can be really good for short-term events like sales.”

Combining all these tactics – from templated ads to careful preparation and paid amplification of Afterpay Day offers – helped Boori reach 21 per cent more Afterpay customers in 2022.

All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.

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Written by
Katy Hall
Katy Hall is a reporter and freelance writer.
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