A multi-channel strategy is needed for Black Friday

Retailers need to adopt a multi-channel strategy if they are to benefit from Black Friday.

In the United States, Black Friday is a real institution. This November 27th is a day of exceptional sales in advance of Christmas shopping. This phenomenon is beginning to spread across EuropeIt is a very popular event in Europe, especially in France, which is the third biggest spender in Europe during this period after the UK and Germany.

Black Friday is gradually taking hold in France, particularly online.

Online sales during Black Friday, as well as the Christmas period as a whole, are expected to increase significantly this year. For retailers, it is essential that the infrastructure, both physical and digital, lives up to the expectations of bargain hunters who will want to make the most of Black Friday. If they are not, the big retailers stand to lose a lot of money, says mobile commerce expert Dan Wagner.

A study published by the agency R-Advertising shows that French retailers are expected to generate €144 million in revenue during Black Friday this year. In conjunction with this, a study by RetailMeNotIn addition to the above, a study by the Centre for Retail Research (CRR) reveals that out of a total of €66 billion in sales during the Christmas period as a whole, €9.7 billion will be spent online, which is an increase of 14.7% compared to the same period in 2014. 28.7% of this online spending is expected to be made via mobile.

Omnichannel experience for an optimal customer experience

The growing interest in online shopping during Black Friday is attributed to the increasing media presence of this event in France, so and changing consumer habits. Retailers will need to anticipate this increase in sales during Black Friday, to avoid problems with e-commerce system congestion, and to ensure the best possible shopping experience for consumers. They will also need to provide an optimal multi-channel experience for their customersThe aim is to ensure that consumers have access to the widest possible range of shopping options. Last year's main problems during Black Friday were slowdowns and virtual queues. These are the problems that retailers in physical stores are trying to avoid.

Dan Wagner, CEO and founder of Powa Technologies* comments:

"The growing interest in Black Friday comes at a time when simplifying the shopping process is a priority for consumers. It is clear that more and more consumers are shopping online. Retailers must therefore respond to these new needs, particularly during Black Friday. They need to work on multiplying the number of shopping channels for consumers, as well as responding quickly to customer requests. They need to be very responsive and resolve any potential problems quickly. »

"Today, the option of just going to a physical store to make purchases is not enough for consumers. They now want to extend the barriers of shopping with a full experience and interaction with the items they are interested in, anywhere, anytime and as simply as possible. To achieve this, brands need to invest in a multi-channel experience and consider integrating mobile and tablet into their strategy to improve the interaction between brands and their consumers. Retailers using a multi-channel strategy will be the leaders of the future of commerce, as they will offer a unique experience to their customers, bridging the gap between the physical retail outlet and the online world. They will enable consumers to complete transactions quickly and efficiently through any platform. »

Conclusion

A mobile commerce platform like PowaTag allows merchants to adapt to consumer demand, turning any touch point into a buying opportunity. After downloading the app for free, consumers can complete transactions in just seconds using pre-registered payment data. PowaTag gives consumers the ability to make purchases from a variety of media: by flashing printed visual codes, interacting with Bluetooth beacons, recognising audio tags or using social networks.

Source: PowaTag press release