Monday, November 13th, 2017 | 3 min read
It’s that time of year. Turkeys are being stuffed and credit cards are being put to good use. It’s officially holiday shopping season.
For large brands, Black Friday and Cyber Monday represent a weekend of opportunity. This poses the question: How prepared is your brand for the ready-to-buy customers lining up in front of your stores – and flocking to your website – in just a few weeks?
Be Very, Very Ready
Over Black Friday weekend, businesses need to handle high volumes of traffic and a lot of transactions. Consumers are looking for the best deals possible, and if a brand’s website can’t provide a seamless customer journey – especially on mobile – then it will fall behind.
Before the big day, make sure a team is testing system performance to ensure it has the capacity to handle the surge in traffic. To handle any faults in the system and infrastructure, have a team on hand to offer advice and practical support.
What’s more, check the data from past sales to see what numbers can be expected. Without an estimate of how many transactions to expect, it’s difficult to be sufficiently prepared.
Make Digital a Priority
Consumers increasingly expect brands to handle their needs across digital platforms.
The National Retail Federation has found that more people are going to shop on digital platforms than in physical stores this year. It’s important to note that as shoppers skip the crowds of Black Friday, they will expect similar deals online as they find would in-store.
In 2016, Adobe found that paid search was responsible for 38.3 percent of online sales, and that email drove 17.8 percent. To make digital a priority, focus closely on email, search, and social.
Make Digital Group’s 2017 consumer preferences research concluded that 56 percent of people start their online shopping searches with Google and other search engines. The initial research phase presents a valuable opportunity for brands to get consumers engaged with their channels.
Targeting customers through social will help drive big responses and engagement – it’s an opportunity to sell directly and influence consumers purchase decisions throughout their journey.
For successful in-store execution, refer to the the Field Agent’s Holiday 2017 Insights Report. It addresses shoppers’ gift-buying intentions, spending plans, and preferred retail destinations, and provides a checklist to help brands avoid common oversights during this shopping season.
As brands delve into this year’s holiday shopping season, they need to be aware of how technology and shopping patterns are continuously and quickly altering the retail landscape.
If the website and in-store experience are designed with the customer journey in mind, your brand can potentially capitalize on the Black Friday/Cyber Monday madness.
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