黑色星期五的成功：五个常见错误和七个成功原则

Five common mistakesand seven principles Contents Introduction Five common Black Friday mistakes The seven principles of ecommerce Delivering Black Friday success Start planning for 2024 Introduction:Black Friday success is nolonger an ecommerce given This year’s Black Friday looks set to be as popular as ever. Despitefears that an extended season of discounts would dent the impact,the spend per person rose during last year’s shopping bonanza1. But the fact that Black Friday continues to be popular does not meanthat all retailers can expect to do well. It is increasingly clear that This guide looks at: 1.The common mistakes that online and omnichannel retailersand ecommerce companies make when preparing for BlackFriday. These same errors are often replicated for Cyber 2.Seven principles for delivering ecommerce success on BlackFriday and how nShift can help retailers embed and benefit nShift Perspectives | 1 Five common Black Friday mistakes Five common mistakes hold back retailers and ecommerce companies from making the most of BlackFriday. They are all in the preparation phase and the consequences are rarely noticed until the day itself. 1. Leaving preparation 2. Neglecting cartconversion strategies In recent years, cart abandonment rates havereached 80% on Black Friday2. Some shoppersmay have balked at the idea of having to open Too many retailers leave their Black Friday prepto the last minute. They fail to think through howto structure their discounts. They don’t effectively Crucially, they often neglect to ensure that theirexisting infrastructure will hold up under the nShift data shows that in 2022 orders on BlackFriday were significantly higher than the average To address this problem ecommerce companies Make better use of emails and socialcommunications to remind shoppers that •Understand and solve the issues causingcarts to be abandoned. For example, if a lackof delivery options is a problem, facilitating Given the scale of these increases, retailerscannot assume that their networks andinfrastructure – be they digital, logistical or 3. Forgetting about the Black Friday and Cyber Monday are famed asdays of discounts. But that doesn’t mean thatconsumers abandon all other considerations. 4. Insufficient delivery We’ve already seen that abandoned shoppingbaskets risk undermining Black Friday success.And the lack of delivery options is one of the The customer experience covers every aspect ofthe shopper’s interaction with the brand. It may Some shoppers are happy to pay more for a quickdelivery. Others are prepared to wait for a fewdays if it brings down the cost. Others will prefer Consumers expect products to be delivered ontime. They want to be kept up to date during thedelivery journey. If they choose to return an item, To make the most out of Black Friday and CyberMonday, retailers must make sure they’re giving 5. Failing to focus on emissions Gone are the days when a bargain was all shoppers cared about. Some72% of consumers consider sustainability in purchasing decisions. Despite the increased volume of shipments during busy periods,retailers can help consumers choose more eco-friendly shippingoptions. This helps reduce both a retailer’s and a consumer’s carbon So how should ecommerce companies and online retailers tacklethese problems, and others that will inevitably crop up, throughout a The seven principles of ecommerce The five common problems we’ve explored in the sectionabove are rarely solved in isolation. To truly deliver success onBlack Friday, it is better to focus efforts on the core principles Experts at nShift have created a list of seven success strategies: 1. Increase conversions at Checkout Increase conversions at checkout – discounts are not enough toensure conversions. “Lack of delivery choices” is one of the mostcommon reasons that shoppers abandon their baskets. By offering, 2. Align with customer values A staggering 88% of consumers claim to be more loyal to a companythat gives back to the world around them4. This Black Friday retailersshould seek opportunities to show customers that they share their 3. Convenience of delivery Offering out of home delivery alternatives where the customercollects from a parcel shop or locker could be far more convenientthan home deliveries for many people. For omnichannel retailers, 4. Keep customers up to Some 78% of online shoppers will change brandsor retailers if they don’t receive regular updateson the status of their order5. Just because peopleare buying at a discount on Black Friday or CyberMonday doesn’t mean they will tolerate a poorer 6. Convert returns to One in three items bought on Black Friday arequickly returned6. A digital returns process, witha consumer-friendly interface makes it easier to 7. Analyze, adapt, improve Running a digital delivery process creates awealth of data that is easy to analyze. Ecommercecompanies should use this to improve marketing,operations and custo