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 principlesof success Contents Introduction1 Five common Black Friday mistakes2 The seven principles of ecommercesuccess for Black Friday4 Delivering Black Friday success6 Start planning for 20247 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.This year’s Black Friday, on 24 November, looks set to break newsales records. But the fact that Black Friday continues to be popular does not meanthat all retailers can expect to do well. It is increasingly clear thatin the constant contest to stand out and attract shoppers, somebusinesses are thriving more than others. 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 CyberMonday (this year on 27 November) and in the Christmasshopping season. 2.Seven principles for delivering ecommerce success on BlackFriday and how nShift can help retailers embed and benefitfrom them. 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 preparationtoo late 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 openan account. Others may be unsatisfied bythe payment or delivery options. But manyconsumers will have simply been shoppingaround for a better deal and forgot all about thepotential purchases languishing in an abandonedbasket. Too many retailers leave their Black Friday prepto the last minute. They fail to think through howto structure their discounts. They don’t effectivelyplan which products to push. Crucially, they often neglect to ensure that theirexisting infrastructure will hold up under thepressure. nShift data shows that in 2022 orders on BlackFriday were significantly higher than the averageFriday across Europe: To address this problem ecommerce companiesmust: Black Friday uplift compared to an average Friday: •Make better use of emails and socialcommunications to remind shoppers thatthey are only a click away from items thathave slipped their minds •Understand and solve the issues causingcarts to be abandoned. For example, if a lackof delivery options is a problem, facilitatinga greater range should be a priority Given the scale of these increases, retailerscannot assume that their networks andinfrastructure – be they digital, logistical orproduction – can bear up under the pressure. 3. Forgetting about thecustomer experience Black Friday and Cyber Monday are famed asdays of discounts. But that doesn’t mean thatconsumers abandon all other considerations.While shoppers may come for the deals, many willstay for the experience. Alternatively, they maydecide never to return if the customer experiencefails to impress. 4. Insufficient deliveryoptions We’ve already seen that abandoned shoppingbaskets risk undermining Black Friday success.And the lack of delivery options is one of thebiggest reasons that consumers fail to convert. The customer experience covers every aspect ofthe shopper’s interaction with the brand. It maystart on the website, but it’s just as critical duringthe post-purchase process. 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 preferto minimize harmful emissions. 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,they expect it to be straightforward. All of theseconsiderations determine whether they will evershop with the retailer again, and what they’ll sayto others. To make the most out of Black Friday and CyberMonday, retailers must make sure they’re givingconsumers the choices they expect. 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 carbonfootprint. And it shows the customer that the retailer is aligned withtheir values, increasing their loyalty to the brand. So how should ecommerce companies and online retailers tacklethese problems, and others that will inevitably crop up, throughout abusy period? In the next section we’ll explore the principles that encourageecommerce success. The seven principles of ecommercesuccess for Black F