Category: Happy Otter

Black Friday, Cyber Monday, and Your Shopify Plus Website

So, you have an excellent Website on a Shopify Plus platform; now, how do you make the most of that Black Friday or Cyber Monday sale? We outline some real world actions to take, so you don't miss out on one of the busiest sales days of the year. What is this based on? Well over 30 years of marketing experience, and over 20 years of digital marketing experience. So it's a quick read, and any questions, please come back to me.

Flawless Load Management & Speed: While Shopify manages backend scaling (processing over £4.6 million in sales per minute at peak), theme level inefficiencies can slow down your site.

• Action: Run site speed audits (Google PageSpeed Insights) on your product pages and checkout flow, with a heavy focus on mobile performance (79% of 2024 sales were mobile).
• Action: Deactivate any non-essential, heavy, or slow-loading apps. Compress all high-resolution product and banner images before the launch. This will help with load speed.

The Launchpad Control Room: This area of the Shopify Plus dashboard is your secret weapon for a stress free launch. It contains all the elements of the Shopify Plus platform.

• Action: Use Launchpad to schedule and coordinate all aspects of your sale, including theme sale page publication, discount code activation, price changes, and homepage banner updates. This ensures your sale launches (and ends) instantly, globally, without manual, risky, real-time code changes.

Accelerated Checkout: Friction kills Black Friday conversions.

• Action: Ensure Shop Pay is prominently enabled. Shop Pay consistently delivers one of the industry's highest conversion rates and handles surges better than traditional payment methods. Also, integrate popular Buy Now, Pay Later (BNPL) options (such as Affirm or Klarna) to increase average order value (AOV) by offering flexible payment options.

Tiered Discounting to Boost AOV (Average Order Value): Move past simple sitewide discounts that erode profit.

• Action: Implement threshold based discounts (e.g., 20% off orders over £150, 30% off orders over £250). Use apps to apply ‘gift with purchase’ (GWP) offers once a spend threshold is met, which customers often value highly.

VIP Early Access Strategy: Reward loyalty and drive initial high margin sales before the noise.

• Action: Segment your highest LTV (Lifetime Value) customers and email/SMS them a private link or unique discount code 24-48 hours before the public sale, eg email today for access tomorrow. This generates early momentum and makes VIPs feel valued, also takes that available spend away from your competition early.

High-Impact Bundling: Increase the number of items sold per transaction.

• Action: Use product bundling apps to create irresistible "Black Friday Exclusive" sets at a deeper discount than the individual items. Promote BOGO (Buy One Get One) offers for high-stock, complementary products.

Dedicated Sales Landing Page: Don't Rely Solely on Your Homepage.

• Action: Create a dedicated Black Friday or Cyber Monday landing page that clearly outlines all promotions, features, and countdown timers, and uses strong, focused calls to action (CTAs). Direct all paid ad traffic here.

Real-Time Urgency Triggers: Use data to drive immediate purchasing decisions.

• Action: Implement low-stock alerts and "X people are viewing this product" notifications on product pages for your most popular items. Use countdown timers on banners and in the cart to reinforce the time-limited nature of the deals.

Post-Purchase Upsells: Convert the "Thank You" page into a high margin sales channel.

• Action: Use one click upsell to offer a small, highly relevant, and deeply discounted item (e.g., an accessory or travel size version) immediately after the customer completes the initial purchase.

---

Inventory Security: Avoid devastating stock outs on your biggest sales day.

• Action: Conduct a final inventory check, confirm all restock timelines, and set automated low stock notifications for your fulfilment team. Use clear "Out of Stock" labels on the front end instead of removing the product, allowing customers to sign up for "Back in Stock" alerts.

Customer Support Scaling: Expect a massive spike in WISMO ("Where Is My Order?") and return inquiries.

• Action: Set up an AI Chatbot or leverage Shopify Inbox to automate answers to common BFCM questions (shipping cutoffs, discount exclusions, return policies). Prepare a dedicated FAQ page and train your human agents for the surge.

Clarity on Shipping & Returns: Reduce purchase anxiety.

• Action: Clearly state your Holiday Return Window and Shipping Cutoff Dates for guaranteed holiday delivery prominently in your site announcement bar and cart page.

Lead with Lifestyle: Unlike electronics, homewares sales are driven by feeling. Use high-quality, beautiful images that show your products in aspirational, finished rooms (e.g., a beautifully set dining table, a cosy reading chair, lit fires, etc).

• Highlight Utility: Frame the discount in terms of home improvement and quality.
• Instead of: "20% off Throw Pillows"
• Try: "Refresh your living room for less with 20% off all accent textiles."
• Segment Non Purchasers: Messages V and VIII should exclude customers who have already purchased during the sale to prevent fatigue. By the time we start pushing the sequence of messages, it is crucial.

Use Unique Codes for SMS: To track SMS performance accurately and reinforce exclusivity, consider using a unique code specifically in your SMS flows.

• If you need further assistance or require marketing support, the Happy Otter team is here to help. Why not speak to us today? Email hello@happyotter.co.uk, or speak to us on 01273 011042 and one of our team members will be happy to help you.

The ramifications are ringing in the ears of business owners, boards of directors and IT Managers. This will undoubtedly be the case with the Directors in the Kido International nursery chain, as they have sleepless nights over the hack. A whole host of other nursery owners must be scrambling to look at their cyber security postures.

A hacker group calling itself Radiant claimed responsibility for breaching Kido International, a UK-based nursery chain. Kido has over 18 sites in Greater London, as well as some abroad.

What We Know So Far

• Data on more than 8,000 children was stolen.
• The hackers have published profiles that include the names, photos, and family contacts of 10 children. These have been published on the “dark web”.
• The hackers have threatened to release 30 more profiles per child, along with the dates of 100 employees, if the demands are not met within a specific timescale.
• Kido International has stated that the breach involved third-party systems. That might as well be, but the responsibility for the businesses that Kido uses lies with them.
• Parents have reportedly received direct calls from the criminals, urging them to pressure Kido to pay the ransom.
• The Information Commissioner’s Office, the Metropolitan Police, Ofsted, and the National Cyber Security Centre (NCSC) are all involved in the investigation to track down the hackers.

Why is it significant versus a regular business hack?

• Using extortion to target a nursery is particularly concerning. The malicious nature of this attack cuts at the heart of the emotional impact on parents.
• As we know, Children’s data is particularly sensitive and can lead to identity theft and personal safety issues. If names, photos, birth dates, any medical information or safeguarding data are released, this could cause serious harm.
• The process of releasing data over a period of time keeps the pressure up on Kido Nurseries.
• Let’s face it, probably a good proportion of WordPress users have not got a fully updated Website with all the JavaScripts and plugins up to date, etc. When you examine the server the website system sits on, or any databases that reside on those servers, how many of these have up-to-date PHP, database and other software applications and packages?
• The reputational impact of this on Kido is enormous, and it will be interesting to see how long this takes to solve. The NCSC (National Cyber Security Centre) urges businesses not to pay the ransom. Meanwhile, the trust from parents and regulatory authorities will be damaged, notwithstanding the potential legal disputes.

It is, of course, possible to insure against this. This doesn’t stop it from happening, but it will mean a standard set of procedures will kick in from the insurance company. It means that your systems and business will be up and running quicker than if you didn’t have any. Therefore, cyber insurance could cover, from a liability perspective, losses resulting from the loss of funds, hacking, and ransom demands. One of our clients offers a comprehensive cover. Follow the link for more information.

Dixons offers Cyber Liability insurance (sometimes called “cyber cover” or “cyber insurance”) as part of their financial lines / commercial insurance offerings. The purpose is to protect a business in the event of a data breach or cyberattack that impacts its computer systems. It contains:

• Help with regulatory and legal aspects (e.g. defence, fines, investigations)
• Business interruption (lost income during downtime)
• Cyber extortion/ransom/negotiation costs
• • Network/security liability to third parties (claims from others harmed by your breach)
• Incident response support: such as forensic, public relations, notification & credit. monitoring, etc.https://www.dixonsinsurance.co.uk/financial-lines/cyber-liability/

Broader Context & Trends

• UK businesses experienced ≈ approximately 8.58 million cybercrimes of all types in the past 12 months. – Of that, ≈ 680,000 were non-phishing (i.e. hacking, malware, etc.) GOV.UK.
• Q1 2025, UK organisations averaged 1,925 cyber incidents per week, a 47% increase over the same period in 2024.
• Incidents of ransomware and extortion are increasing in the UK, hitting diverse sectors (retail, manufacturing, education, etc.).
• Cybercriminal groups are experimenting with more aggressive tactics, especially in how they leak data, threaten victims, and try to maximise leverage. Observers note that “new players testing moral boundaries” are appearing.
• Charities saw ≈ 453,000 cybercrimes in the same period.
• Authorities’ stance tends to discourage paying ransom, as it can incentivise further attacks. Over 85% of breached businesses experienced phishing attacks in 2025.

What should you do now

​If you are a business owner, IT manager, or board director, the Kido International breach should serve as a loud wake-up call. Cybercrime is no longer confined to banks and big tech companies; attackers are deliberately targeting smaller organisations, schools, nurseries, charities, and professional services where security may be weaker, but the stakes are still painfully high.

Here are the immediate actions worth considering:

1. Audit your systems now, not later. Verify that your website, servers, and cloud services are fully patched and regularly maintained. That includes PHP versions, databases, JavaScript libraries, plugins, and operating systems. Out-of-date components are prime targets.
2. Review your supply chain. If you rely on third-party software or hosting providers, their vulnerabilities are your vulnerabilities. Demand evidence of their patching schedules, monitoring, and compliance.
3. Implement multi-layered backups. Ensure you have secure, off-site, and encrypted backups that cannot be accessed by the same credentials that hackers might compromise. Test your ability to restore quickly.
4. Prepare an incident response plan. Be aware of who to contact, the necessary steps to take, and how to communicate effectively in the event of a breach. Waiting until the middle of an attack is too late.
5. Train staff and set policies. Employees are often the weakest link. Regular awareness training on phishing, passwords, and safe data handling is vital, especially in organisations holding children’s or customer data.
6. Treat data as a liability, not just an asset. Ask: Do you really need to hold the information you are collecting? Reducing unnecessary data reduces your risk exposure.
7. Engage with external experts. Independent penetration testing and cyber audits can help identify issues that may be overlooked internally.

The Kido hack underlines a brutal truth: the reputational, financial, and regulatory damage of a breach is far greater than the investment required to prevent one. Parents and regulators alike expect more than good intentions; they expect resilience and accountability.

Cybersecurity is no longer an IT problem. It’s a boardroom problem. The question is not whether your business can afford to invest in stronger protection, but whether it can afford not to do so. Our new range of lightning-fast SEO Servers combines security, resilience, and speed. We use wrap-around security with our firewalls as a standard feature.

Now, with free website migration and 1 month on us until the end of January 2026.

Talk to us about our new secure hosting solutions: tel:01273 011042

Optimising a WordPress site for search engines is already a challenging task, but when it comes to multi-location businesses, the complexity increases manifold. Each location must be visible in local searches while maintaining a cohesive brand presence across all locations. This blog post delves into advanced SEO techniques tailored explicitly for multi-location businesses using WordPress.

Understanding the Challenges

Local Search Optimisation

One of the primary challenges is ensuring that each business location appears prominently in local search results. This means optimising for Google My Business (GMB), local keywords, and geographical markers.

Consistency Across Locations

Another significant challenge is maintaining brand consistency while tailoring content to different locales. Inconsistent information can confuse users and search engines, leading to lower rankings.

Technical SEO Complexities

Managing multiple locations often involves handling complex URL structures, schema markup and ensuring fast load times across all pages. These technical elements are crucial for effective SEO but require meticulous planning and execution.

Key Techniques for Multi-Location SEO

Create Individual Location Pages

Each business location should have its dedicated page on your website. These pages should include:

• Accurate NAP (Name, Address, Phone number) information
• Embedded Google Maps
• Localised content, including testimonials and reviews
• Schema markup specific to local businesses

Utilise Google My Business Listings

Ensure that each location has its own GMB listing. Optimise these listings with:

• High-quality images
• Regular updates on services and hours of operation
• Customer reviews and responses

Implement Local Keywords

Incorporate local keywords naturally within your content. Use tools like Google’s Keyword Planner or Ahrefs to find locally relevant keywords that potential customers are searching for in each area.

Technical SEO Best Practices

Structured Data Markup

Implement structured data markup using JSON-LD format to help search engines understand the context of your content better. For multi-location businesses, use schema types such as “LocalBusiness” with properties like address, telephone number, geo-coordinates, and opening hours.

Optimise URL Structure

Your URL structure should be clean and intuitive. A common approach is to use subdirectories for different locations (e.g., www.yourbusiness.com/location1/). Avoid overly complex URLs as they can confuse both users and search engines.

Mobile Optimisation

Given the increasing number of searches conducted on mobile devices, ensure your site is mobile-friendly. Use responsive design principles so that your site provides an excellent user experience regardless of device type or screen size.

Content Strategies

Localised Blog Posts

Create blog posts targeting specific events or news related to each location. This not only drives local traffic but also signals relevance to search engines.

User-Generated Content

Encourage customers from different locations to leave reviews or share their experiences on social media platforms linked back to your site. User-generated content adds credibility and boosts engagement metrics which are favourable for SEO.

Advanced Tools & Plugins

Utilise specialised plugins like Yoast SEO or All in One SEO Pack which offer features tailored for multi-location optimisation:

• XML Sitemaps: Ensure all location pages are included.
• Breadcrumbs: Improve navigation and internal linking structure.
• Meta Tags: Customise meta descriptions and title tags per location page easily through these plugins.

Monitoring & Analytics

Regularly monitor performance using tools such as Google Analytics and Search Console:

• Track organic traffic by location-specific landing pages.
• Analyse user behaviour metrics like bounce rates or average session duration per location page.
• Monitor keyword rankings at a local level using rank-tracking tools like SEMrush or Moz Pro.

Conclusion

Optimising WordPress sites for multi-location businesses requires a strategic blend of localised content creation, technical precision, and continuous monitoring. By implementing these advanced techniques, you can enhance visibility across all service areas while maintaining a consistent brand presence online. Adopting these strategies will improve your search engine rankings and provide a superior user experience tailored to each geographic locale you serve.