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Recalling buyers is a matter of experience – not only the most popular affair, the picture worthy of society or the comfort of wearing pajamas, but also the sights, sounds, smells and fun – seems to be the shopping center strategy and superstores stores on the eve of the kickoff of shopping Black Friday 2018.
This focus on the experience is played with shopping events, extended hours and free gifts for food and beverages at retailers hoping to stand out from the crowd.
Some examples:
Feasting on Thanksgiving, and then aligning for deals at Chicago Premium Outlets in Aurora has become a tradition for many, as thousands of people descend on the mall at the opening of the Thanksgiving evening . This year, it opens at 18 hours. the day of the turkey.
– Bev Horne | Staff Photographer November 2011
The Chicago Premium Outlets in Aurora, always packed with Thanksgiving night off-peak at Black Friday, is stepping up its game with its first Thanksgiving concert, with the 90s cover band Run Forrest Run, which will be performing from 22h.
The Woodfield shopping center in Schaumburg, which is also a hub of Black Friday, opens its doors an hour earlier than in the past and welcomes shoppers at 5pm. Thanksgiving for a 29-hour shopping marathon that ends at 10 pm closing on black friday.
Walmart this year stores its shelves for a Thanksgiving opening at 6pm. with free cookies, coffee and cocoa at an event called "Light Up Black Friday".
– Jim Anderson / AP Photo November 2016
Walmart stores open at 6 pm Thanksgiving with free cookies, coffee and cocoa so that those queuing are among the first to enter, calling the event "Light Up Black Friday".
And several major chains such as Home Depot, JC Penney and Old Navy have alerted customers about their offers earlier than before and started sales earlier this week as well, all to draw people away from their screens. computer and in decorations and displays. and tempting discounts from their physical stores.
"It's an issue of experience," said Andy Dunn, director of marketing and business development for Chicago Premium Outlets. "We are aware that we always have to offer a little more and not lose our heads in front of the buyers, who are much more educated and smarter about how and where they spend their money."
This year, buyers could have access to some Black Friday commercials regarding holiday deals starting on October 8th, as they have been searching for sites such as blackfriday.com, digitaltrends.com or theblackfriday.com. Some of these transactions came into effect on November 1, when amazon.com began offering bargains, November 2 for Gander Outdoors and November 5 for Home Depot and Lowe's.
Large crowds are part of the Black Friday experience at Woodfield Mall in Schaumburg, an experience that mall officials are denouncing to attract buyers in person rather than online.
– Brian Hill | Staff Photographer November 2017
With some of these economies accessible at any time of the digital world, stores and malls recognize that shoppers control when, where and how they buy their holiday gifts. They respond by highlighting the concrete details that computerized purchases can not offer.
"Buyers come to the mall to experience the sensory experience of visiting our retailers," said Heather Lloyd, director of marketing and business development at Woodfield Mall, "to see a diamond burst or to feel a comfortable sweater. "
Adapting to changing family customs is another aspect of the game designed to attract buyers, as the party and the search for bargains begin to mix.
"Families come out after eating a great meal, and that's part of their Thanksgiving tradition of eating, watching a football game and going to the Chicago Premium Outlets," Dunn said.
Parking fills up quickly for Thanksgiving and Black Friday at the Woodfield Mall in Schaumburg.
– Brian Hill | Staff Photographer November 2017
The ease of access also comes into play. The bustling shopping center near I-88 and Farnsworth Road is working with the Aurora Police to create a detoured traffic and security plan and exit suggestions for customers in all directions. remote parking with free shuttles. This year 's plan was released more than a week before the big day, thus giving distant buyers and their family members visiting nearby residents the time to adjust their travel plans accordingly.
"We want to make sure that people can focus on the things that are important to them that night, who are family and fun," Dunn said. "All we can do to make this easy, we are happy to do."
Despite all their gigs, cookies, extended hours and highly promotional offers, traditional retailers realize that they will not ask customers to make 100% of their purchases in person. And they start to agree with that.
"We can offer an excellent experience and complement the online activities of other users," Dunn said. "These things are not mutually exclusive."
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