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Black Friday should be the N ° 1 shopping day of the year. No shopping day – neither cyber Monday nor Thanksgiving – overshadows its activity. But that does not mean that all buyers sound the alarm for 4 am after Turkey Day or that they are camping for new TVs. It's the old black Friday.
Today, consumers demand (and retailers thrive) an omnichannel environment. Black Friday is no exception, and some retailers are showing us that Black Friday is a great example of why multichannel integration, smart mobile strategies and seamless in-store experiences can boost sales and build customer loyalty.
The new black Friday
Of course, the new Black Friday is just a black Friday of the next generation, rather than a total replacement. Stores still represent a great selling opportunity for Thanksgiving and the next day, as well as 91% of buyers plan shop at this season's holiday stores. But given the wide range of choices on the market and the changing consumer preferences, retailers are looking at traditional in-store shopping vacations through an omni-channel lens.
As the rest of the year, Black Friday buyers will not just wait outside the door, they will sit in front of their tablet, their phone and their laptop. Sixty percent of all traffic for the holiday shopping season will come from smartphones, reflecting the trend of growing popularity of mobile shopping, especially among young shoppers. And the way retailers view mobile shopping is changing as well. Rather than limiting mobile strategies to only shortening the buying process, multi-channel integration has helped retailers engage more effectively and connect consumers with a relationship that should pay off during the holidays when consumers are ready to spend.
If retailers know that Black Friday attracts shoppers across all channels, and buyers are willing to spend large this year, how can they maximize shopping vacations? The first retailers will make the season last longer.
24 hours? Try 24 (and then some) days
Amazon summed up retailers' minds during the holiday season with its "Countdown to Black Friday" campaign, which began on November 1 st. This strategy, adopted by many, concerns less the flow of Christmas than the anticipated retention of fidelity. If retailers start to break bread crumbs – initial offers, previews of future promotions – on social networks and online, the anticipation of Black Friday will accentuate and shoppers will likely spend more time interact with a retailer in-store and online, search and make purchases.
Many retailers, particularly large omnichannel retailers, have begun to implement a direct-access consumer infrastructure well before the start of the season. A combination of digital advertising, social media influence strategies and blogger engagement helped them find a pool of potentially loyal buyers. Now that the line of communication is open and the interests have reached their climax, they will stretch this season and attack hot black friday.
Starting in November, the digital catalogs of Best Buy, Amazon and Walmart were shared through bloggers and social networks to reach the people most likely to be motivated by holiday promotions. To maintain the commitment, many retailers, whether they are trading online or with physical branches, are slowly issuing contract announcements and making promotions available over time, letting things warm up to the point where they are available. To the Thanksgiving / Black Friday fever at Cyber Monday. . If you visit Target.com, you can already access its Black Friday sales section, similar to that of other retailers. As we approach the "official" holiday season, consumers will be familiar with their sites and stocks, know what to expect and may even benefit from their loyalty.
The big day
Last year, retailers generated $ 14.49 billion combined for Thanksgiving, Black Friday and Cyber Monday. But analysts Internal business Resellers left $ 1.88 billion on the table due to small technical issues and the lack of optimized sites for mobile phones.
With mobile growth over the past year and consumer expectations for a single, seamless omni-channel experience, smart retailers have likely made improvements to increase their share of the portfolio this year.
Not only are they more likely to have invested in their mobile and online experience, they're also going to grab the attention of users with sophisticated digital advertising strategies, seamless mobile experiences with Buy Now buttons and engaging content via social channels such as photos that can be purchased. In stores, retailers will likely be equipped to help customers navigate the digital catalog or to help customers who have already searched for products find the items they are looking for and to follow the checkout process. help with options such as smartpay.
Retailers must be prepared for consumers to be on their in-store phone, performing real-time price comparisons, reading product reviews, looking for in-store discounts and comparing similar products. With the right strategy for digital advertising and content, retailers can turn this behavior into a buy. Ways to do this include personalized promotions, real-time mobile help and associates who know how to interact with customers today.
Much of what the market will experience at Black Friday is not new: we have seen retail strategies become more and more sophisticated all year round. And we will probably see this trend continue beyond the new year as well. But the Black Friday environment boosts the ability to adapt to consumer preferences, their application and their investment in new technologies. With billions of dollars at stake, savvy retailers of all sizes know that they must evolve during the holiday season.
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Black Friday should be the N ° 1 shopping day of the year. No shopping day – neither cyber Monday nor Thanksgiving – overshadows its activity. But that does not mean that all buyers sound the alarm for 4 am after Turkey Day or that they are camping for new TVs. It's the old black Friday.
Today, consumers demand (and retailers thrive) an omnichannel environment. Black Friday is no exception, and some retailers are showing us that Black Friday is a great example of why multichannel integration, smart mobile strategies and seamless in-store experiences can boost sales and build customer loyalty.
The new black Friday
Of course, the new Black Friday is just a black Friday of the next generation, rather than a total replacement. Stores still represent a great selling opportunity for Thanksgiving and the next day, as well as 91% of buyers plan shop at this season's holiday stores. But given the wide range of choices on the market and the changing consumer preferences, retailers are looking at traditional in-store shopping vacations through an omni-channel lens.
As the rest of the year, Black Friday buyers will not just wait outside the door, they will sit in front of their tablet, their phone and their laptop. Sixty percent of all traffic for the holiday shopping season will come from smartphones, reflecting the trend of growing popularity of mobile shopping, especially among young shoppers. And the way retailers view mobile shopping is changing as well. Rather than limiting mobile strategies to only shortening the buying process, multi-channel integration has helped retailers engage more effectively and connect consumers with a relationship that should pay off during the holidays when consumers are ready to spend.
If retailers know that Black Friday attracts buyers across all channels, and that they are willing to spend large this year, how can they maximize shopping vacations? The first retailers will make the season last longer.
24 hours? Try 24 (and then some) days
Amazon summed up retailers' minds during the holiday season with its "Countdown to Black Friday" campaign, which began on November 1 st. This strategy, adopted by many, concerns less the flow of Christmas than the anticipated retention of fidelity. If retailers start to break bread crumbs – initial offers, previews of future promotions – on social networks and online, the anticipation of Black Friday will accentuate and shoppers will likely spend more time interact with a retailer in-store and online, search and make purchases.
Many retailers, particularly large omnichannel retailers, have begun to implement a direct-access consumer infrastructure well before the start of the season. A combination of digital advertising, social media influence strategies and blogger engagement helped them find a pool of potentially loyal buyers. Now that the line of communication is open and the interests have reached their climax, they will stretch this season and attack hot black friday.
Starting in November, the digital catalogs of Best Buy, Amazon and Walmart were shared through bloggers and social networks to reach the people most likely to be motivated by holiday promotions. To maintain the commitment, many retailers, whether they are trading online or with physical branches, are slowly issuing contract announcements and making promotions available over time, letting things warm up to the point where they are available. To the Thanksgiving / Black Friday fever at Cyber Monday. . If you visit Target.com, you can already access its Black Friday sales section, similar to that of other retailers. As we approach the "official" holiday season, consumers will be familiar with their sites and stocks, know what to expect and may even benefit from their loyalty.
The big day
Last year, retailers generated $ 14.49 billion combined for Thanksgiving, Black Friday and Cyber Monday. But analysts Internal business Resellers left $ 1.88 billion on the table due to small technical issues and the lack of optimized sites for mobile phones.
With mobile growth over the past year and consumer expectations for a single, seamless omni-channel experience, smart retailers have likely made improvements to increase their share of the portfolio this year.
Not only are they more likely to have invested in their mobile and online experience, they're also going to grab the attention of users with sophisticated digital advertising strategies, seamless mobile experiences with Buy Now buttons and engaging content via social channels such as photos that can be purchased. In stores, retailers will likely be equipped to help customers navigate the digital catalog or to help customers who have already searched for products find the items they are looking for and to follow the checkout process. help with options such as smartpay.
Retailers must be prepared for consumers to be on their in-store phone, performing real-time price comparisons, reading product reviews, looking for in-store discounts and comparing similar products. With the right strategy for digital advertising and content, retailers can turn this behavior into a buy. Ways to do this include personalized promotions, real-time mobile help and associates who know how to interact with customers today.
Much of what the market will experience at Black Friday is not new: we have seen retail strategies become more and more sophisticated all year round. And we will probably see this trend continue beyond the new year as well. But the Black Friday environment boosts the ability to adapt to consumer preferences, their application and their investment in new technologies. With billions of dollars at stake, savvy retailers of all sizes know that they must evolve during the holiday season.
