Even before Kovid, the balance of black Friday consumption was slowly entering e-commerce. But twice Many consumers prefer to stay home and shop online (100 million out of 58.7 million).

The good news is that like a digital event, Black Friday does not. It endangers life and body In the midst of a people driven by wild hope.

However, as marketing professors who have studied consumer behavior in connection with major sales events such as Black Friday, our analysis shows that much has been lost from physical to digital translation. Historically, Black Friday trading was the same as Turkish dinner. No matter what the offers, logging in and clicking around is not as engaging. This can reduce marketing enthusiasm and reduce sales opportunities. Last Friday’s total Black Friday sales in the US $ 188 billion raised.With nearly $ 50 billion in revenue over the past year, retailers are worried that the digital experience could lead to lower sales in the future due to concerns about the epidemic.

Indeed, online retail is inherently destructive to encourage higher consumer spending per visit. A recent report indicates that. 71% buyers It costs more than $ 50 per visit to a body shop, compared to 54% online shopping.

According to our Consumer Psychology Survey, three aspects of Old School Black Friday have made it a particularly strong business and cultural event. We believe these three areas can be digitized more efficiently by large retailers and small businesses to increase customer satisfaction and consumer satisfaction on Black Friday. Moreover, we believe that the teachings here are true, even in China and the United States.

Gatekeepers

Black Friday consumers are increasingly attracted to certain retailers because of their amazing, popular deals or “door bakers” – half-price flat screen TVs or gaming devices.

For retailers, these are often the leaders of bankruptcy – the products that are sold at a loss to get customers to the door. Research Low-cost products (products that consumers compare with their retailers) have been shown to be effective in attracting consumers to the store and making a profit by pushing goods (push-up items) upon arrival. Attitudes such as behavior even after the doorkeepers are sold Price discrimination And The hatred of extinction Encourage consumers to buy other items, such as comfort items.

Although gatekeepers are used to persuade users to visit Black Friday retail websites, the digital application often does not follow Black Friday traditions. Retailers can improve on many fronts.

First of all, on the web, door-to-door items should be seen along with the relevant marginal sales items to benefit from the bankruptcy leader’s results. These items that clearly fit the door, such as a flat screen TV remote control or an ergonomic chair for a desktop computer. High-margin products may appear during checkout and confirmation emails.

In addition, if the door lock is sold when the customer logs in, instead of displaying a “sold” page, retailers can compensate consumers for visiting, for example by giving vouchers for the next few hours. . This low cost provides an additional incentive to enable users to complete purchases on the site. During last year’s Black Friday, Walmarth offered consumers the option to subscribe by email when they missed out on some of the door-to-door deals – a good first step, even though it didn’t fully utilize existing customers at the door.

Deficiency Management

Brick and mortar retailers are taking advantage of the shortage at their Black Friday event, offering a limited number of units for a specific item on sale. Because people tend to find the most sought after items, these limited stocks are an integral part of the Black Friday attraction, driving long lines before stores open and the popular rush that ensues. But retailers should balance this frustration with customer frustration and the risk of social media being overcrowded.

According to the study, it is a function of customer satisfaction. ExpectedAnd even the slightest discrepancy from what their customers expect will greatly affect their purchasing experience and brand. The Brick-and-Mortar area is rich in signs that give customers real hope that they can get the product they want, so physical stores can find a good place to go. The traditional Black Friday experience It starts with a long queue: Customers can see exactly where they stand and adjust exactly what is expected.

This is especially difficult in the online context because it is difficult to create customer expectations without a physical line. During the Walmart 2020 Black Friday event, for example, the Nintendo Switch Marioxart Deluxe 8 package was sold almost immediately. Many customers who came to Walmart.com for the product became frustrated and left many toxic reviews. Within a few hours, the item rated from 4.2 stars to 2.5 stars.

When supply chain disruptions occur, it is even more important to manage shortages, which can make the holiday shopping a longer and more satisfying endeavor for consumers on the board.

E-commerce players need to find digital ways to meet customer expectations. Be aware that stock is limited when promoting a pre-sale item. Show the number of people who visited the product page to help consumers evaluate their chances of finding the item. Displays the percentage of shares in the cart by the consumer or the number of shares remaining, especially when the stock is low – Messi and Amazon do this. These signs may help consumers to buy, but it also puts an end to speculation that the product may be depleted.

E-Tayyers can display the position of each consumer in a virtual queue, depending on when they reach a page. Many retailers do not take full advantage of the digital queue options, but Amazon’s “lightning deal” is offered. This real-time feature allows buyers to see how much discount is left on the digital shelf. If the deal expires, and the fighter does not complete the purchase within 15 minutes, buyers may request that they be added to the waiting list.

Explore

Finally, brick-and-mortar sales events, such as Black Friday, are well worth the effort by turning consumers into active consumers. As human beings, we like to think that when we enter a store, we have won a surprise by finding things, discounts, or products that we never imagined. This is similar to a long-standing body of research Self-discovery is even more encouraging. Instead of being told what to do. It also makes finding bargains fun “Feeling smart consumers” He will be rewarded with unique deals that turn an unusual shopping experience into an adventure.

The ability to see, touch, and experiment with products contributes to emotional happiness in a brick-and-mortar environment. The presence of other consumers is another key factor, which makes shopping social and competitive when consumers look at each other’s shopping carts.

Stimulating this type of discovery has always been a challenge for online retailers because websites and app interfaces are inherently attractive and multi-sensory environments. Also, as we argued ElsewhereStrong and clear branding algorithms can be felt by the user, which is a significant barrier to self-management and free access.

Instead, e-teets can invite consumers to multidisciplinary venues – or meters – for Black Friday and other sales events. As a first step, some retailers are already building virtual display units. For example, IKEA created a 3D, interactive digital copy Physical display units in many markets – this was in Russia It is said to be responsible for a 17 percent increase in sales.. Mark and Spencer (in collaboration with Mindshare) have introduced a VR showroom for their homeowners where their customers can collect their own comfortable living space and share their designs on social media.

With a virtual Black Friday event, customers can travel through these digital environments. The retailer can hide special offers in each room, which encourages them to browse and discover new products. The same principle applies to Walmar.Hidden cleaningIncredible low cost (for example, three cents for a video game) in the mobile app when the customer scans certain products in the physical storage.

In the future, retailers could use the added reality to turn communities into brutal Black Friday shopping areas. Think Pokemon Go, only in hyper-environmental negotiation rather than unknown virtual creatures. Pursuing the biggest deals from street to street in their city or town, customers will encounter fascinating, seemingly personal discoveries – even if they are not as amazing as Pokemon Go creatures.

In all of these events, retailers should highlight official product recommendations by supporting user reviews and such as user-generated ratings, top five items in this category by user ratings today, and so on. This allows consumers to find deals and items that they really like, to strengthen their satisfaction and to provide psychological benefits – a sense of belonging.

. . .

Each of these three approaches is in itself effective. But you can pay a lot more when used in combination. For example, retailers can set up a virtual queue for customers arriving before the official launch. While waiting, they may be given the option to watch live screens or play games that may be related to certain products sold (only or in competition with others). Any choice can open special discount codes. Such statistical movements combine the buyer’s sense of accomplishment with the queue and the standard door price.

Implemented as one-of-a-kind or combined, these digital analog brick-and-mortar strategies can help e-tailers achieve the most powerful physical phenomena – and sales performance.