Black Friday can turn to Bleak Friday for those who fail to focus on their digital content

Chris Haines, Director of Consulting at Amplience, made the following comment explaining how Black Friday can turn to Bleak Friday for those who fail to focus on their digital content, and therefore do not grab and hold customers’ attention

“Black Friday week has evolved into one of the UK’s most important trading periods. Last year Black Friday itself was worth a total of £2.5 billion in sales to the UK economy. However, if retailers fail to stand out against the intense competition, Black Friday could well be a Bleak Friday for them.

 “To make the most out of the week and the increasingly important Cyber Monday, retailers should be focusing on their digital content. Retail is steadily marching towards the web, and Black Friday this year will be fought out online and on mobile. A consistent stream of excellent content – customisable product previews, 360° views, and interactive AR and VR experiences – is crucial to grabbing and holding the customer’s attention. 

 “A lean, optimised content production process will help retailers stay agile and deliver the immense amount of content modern customers need. A powerful content management platform will also enable them to take advantage of micro trends, allowing them to quickly create content to promote similar products.”

 

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