Navigating the Shopping Surge: How to Perfect Customer Experience for Black Friday & Cyber Monday Success

I had my first experience of a Black Friday sale live both online and offline this time around. Unlike the traditional #BigBillionDays or #GreatIndianSale of Flipkart and Amazon India, the concept of Black Friday and Cyber Monday is completely different from these events that I have previously been a part of (both as an employee and a customer!). Discounts are not just online, but on offline stores as well. Distribution between online and offline varies largely with the latter gaining more users as user expectation is to get the product first hand rather than waiting for it to be shipped out when purchased online. The collaboration between online and offline retailers to maximise sales and growth actually kind of got me curious to know more about this and see how is customer experience optimized so that shoppers make the most out of this global phenomenon.

At their core, Black Friday and Cyber Monday are massive sales events following Thanksgiving in the United States. They've expanded globally, becoming crucial for retailers and eagerly anticipated by shoppers worldwide. Customer experience during these events goes beyond just snagging the best deals; it encompasses the entire journey, from browsing to purchase and post-purchase support. At this juncture, providing an exceptional customer experience is paramount for businesses to thrive amidst the fierce competition. The culmination of seamless service, irresistible offers, and effortless navigation during this period not only captivates customers but also solidifies brand loyalty and fosters long-term relationships.

Understanding Customer Expectations

During these monumental shopping events, customers have elevated expectations. They seek more than just discounted prices; they yearn for a hassle-free experience, swift navigation, secure transactions and personalized interactions. Crafting an environment that caters to these expectations is pivotal in ensuring not just one-time purchases but repeat visits and advocacy. As the main motivation, consumers are looking for discounts. They want to see value. It’s a great opportunity to grow a brand's customer base.

According to Adobe, US online holiday sales (From Nov. 1st to Dec. 31st, 2023) are projected to hit $221.8 billion for 2023. For reference, that’s a 4.8% growth from the 2022 holiday shopping season.

Trying to break customer expectations into three different phases here for a better understsanding on how each phase contributes to the larger picture at scale.

The build-up: The early phase

Weeks before the actual moment, search queries show consumers express curiosity about the Black Friday shopping moment, particularly related to when it occurs and when discounts begin. During this phase, shoppers are also preparing for Singles’ day, with search interest increasing at 36% year on year, making it an emerging moment to note. Overall, this is an intense research period where consumers are not tied to any specific products or brands yet, and they are actively looking for reviews.

• Research: Search interest for specifications of technology products increases by 26%.
• High ticket items: The top rising categories during this time fall into a higher price point, such as electronics and home and garden. Queries at this phase are more generic and less brand-focused.
• Bulk purchases: At this stage, consumers start preparing their bulk purchases, mainly within food and groceries.

The craze: Black Friday is here!

After reading reviews and comparing product specifications, consumers will actively start searching for specific brands and products in the weeks before Black Friday. As such, interest shifts to purchases that require less research and more brand familiarity, with more specific reviews.

• Ready to buy: There is a sharp rise in searches for retailers, mainly driven by coupons and rebates (44%).
• Brand loyalty: 55% of Black Friday searches are around specific products and brands.
• Reviews matter: People tend to search for specific product reviews (11%), particularly on YouTube.

During this phase, popular categories include electronics, homeware and appliances, PHC and apparel.

The last call: The lead up to the gifting season

During the final stage, consumers continue to search for last-minute offers and deals two weeks after Black Friday. However, this includes a return to more generic search queries compared to the weeks prior.

• Last-minute gifts: Searches are mainly geared towards gifts, such as toys and games. This is largely due to the fact that the ‘last call’ stage leads up to the holiday shopping season.
• Cyber Monday: Search interest for Cyber Monday, a day of discounts that typically falls on the Monday after Black Friday, has grown 24% year on year. It is an opportunity to continue engaging with customers after Black Friday.

Mastering Customer Experience During this Phase

Personalization at Every Step

In the era of digitalization, personalization stands as a cornerstone of customer satisfaction. Tailoring the online shopping experience by leveraging data analytics to understand preferences, past purchases, and browsing behavior empowers businesses to offer tailor-made suggestions and curated deals. Customized recommendations not only streamline the shopping process but also elevate satisfaction levels.

According to a recent survey conducted, after a first purchase, a customer has a 27% chance of coming back for more. After their second purchase, that chance increases to 49%, and then it climbs to 62% after a third purchase. So not only do previous customers present a great opportunity for repeat purchases, but every time you make another sale with them, they become even more likely to make additional purchases in the future.

Toward this end, consumer brands need to:

• Dig into their email lists in anticipation of Black Friday to identify loyal customers for special promotions.
• Use segmented messaging to target different groups of customers based on their demonstrated interests and purchasing behaviors.
• Engage in upselling and cross-selling to point their customers toward products that are upgrades from or related to their previous purchases.
• Offer special discounts that are exclusive to customers who have demonstrated brand loyalty.

Optimizing Website Performance

A glitchy website is akin to shutting the doors on eager customers. Ensuring optimal website performance during Black Fridays and Cyber Mondays is non-negotiable. Rigorous stress testing, efficient server capacity, and streamlined checkout processes are imperative to handle the surge in traffic without compromising on speed and accessibility.

Seamless Navigation and User Interface

Simplicity is the ultimate sophistication, especially during high-traffic events like Black Fridays and Cyber Mondays. A clutter-free interface coupled with intuitive navigation enhances the user experience manifold. Clear categorization, strategically placed call-to-action buttons, and simplified search functions reduce friction and lead customers seamlessly towards their desired products.

While this may be an intuitive way to approach Black Friday or other organization-wide marketing campaigns, it can sometimes fall by the wayside during the time between these major pushes. So it’s worth considering what you do differently at Black Friday that you could keep up throughout the year.

It’ll take some extra work, but maintaining the same level of organizational alignment you have during Black Friday throughout the rest of the year will help ensure that customers have the same positive experience with your organization anywhere they encounter it.

Communication and Support Channels

Effective communication channels play a pivotal role in assuring customers during these bustling shopping periods. Live chat support, readily available FAQs, and responsive customer service teams stand as pillars of reassurance, addressing queries promptly and guiding customers through their shopping journey.

On Black Friday, many brands and retailers work hard to ensure that their channels and campaigns have a unified message. From their email sends to their social media posts to their paid ads to their landing pages, it all directs customers toward their Black Friday deals. Brands that engage in omnichannel marketing present a consistent customer experience no matter what their touchpoint may be.

As reported by McKinsey & Company, 58% of U.S. consumers say their shopping will be influenced by social media.

A perfect example of the power of social media engagement / communication is of Walmart's. On a recent Black Friday, Walmart broke its web traffic record for a digital sales event with its #UnwrapTheDeals TikTok campaign. Statistically, the 3-day campaign generated 5.5 Billion views with over 1 million video uploads using the hashtag. Using a shoppable filter, users could tap for randomized deals that directed users straight to the product page for checkout.

Security and Trustworthiness

With the surge in online transactions, security becomes a paramount concern. Guaranteeing a secure and trustworthy platform is fundamental to instill confidence in customers. Implementing robust encryption, displaying trust seals, and transparently communicating security measures bolster trust and encourage transactions.

Post-Purchase Engagement

The customer journey doesn't culminate at the point of purchase. Following up with personalized thank-you notes, exclusive offers for future purchases, and seeking feedback cultivates a lasting bond. Moreover, post-purchase engagement not only delights customers but also aids in refining future strategies based on valuable insights.

Conclusion

Providing an unparalleled customer experience during Black Fridays and Cyber Mondays is a massive differentiator between success and obscurity. By understanding customer expectations, optimizing website performance, ensuring seamless navigation, prioritizing communication, fortifying security measures and fostering post-purchase engagement, businesses can not just meet but exceed customer expectations, fostering brand loyalty and elevating sales.