How will Black Friday differ in 2022 vs 2021?

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Black Friday is fast approaching, but with the world, and the UK in particular, in turmoil, what can we expect and how will Black Friday differ from last year? Vladi Shlesman, Managing Director EMEA of ChannelAdvisor, shares his thoughts on how Black Friday will differ in 2022 vs 2021:

How will Black Friday differ this year?

Preparation ahead of the critical peak period takes on additional importance during tough economic times. And while no one is arguing 2021 was easy, this year every hard-earned customer needs to have a positive experience, whether shopping in store or online. Deliveries need to arrive on time and with disruption across supply chains, building relationships with multiple carriers is crucial. 

Managing inventory levels will be critical, mapping existing stock and considering historical demand to make informed judgements on which products to push through campaigns. 

What should our shipping and returns execution focus on?

Those that don’t already offer an express shipping offer should bring in the option for those that need products quickly, even if they charge extra for the service.

If you offer fast delivery then hitting the targets is crucial. Once volume ramps up, ensuring every product arrives on time becomes more challenging, but is critical to avoiding negative reviews. 

Extending your returns policy may encourage more sales as those buying gifts will want a longer window in-case the recipient wants to exchange or return the present. 

Where should our marketing efforts be directed?

Utilising all the tools available on marketplaces alongside promotional marketing campaigns, will give you an advantage, but this will need to be paired with positive customer experiences such as responding to queries efficiently. This will help to drive more positive reviews and give consumers confidence when making a purchase. 

Every product description needs to be spot on, giving accurate information and highlighting the areas that the consumer really cares about. Reviews will take on added importance as consumers are likely to be extra cautious with each purchase and getting the description right will result in fewer returns and higher customer satisfaction.

Despite all the turbulence, brands that focus on continually adapting to consumer preferences and meeting consumers where they shop should feel confident about this year’s peak season.”


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