Omni-channel approach is key this year


This year, brands have really upped their game by launching their deals early – turning Black Friday into Black November and getting consumers in the festive spirit.

Black Friday weekend has historically been a huge pique of investment, demand, and revenue for brands. But this year, savvy brands are stretching out that buzz, making it last throughout November and into the pre-holidays rush. This is a smart move, as it has given brands time to engage and nurture shoppers to purchase. Boots, the well-known health and beauty retailer, kicked off its Black Friday event on November 1st online and November 3rd in-store, offering discounts across more categories than they ever have before. The brand is giving consumers the chance to buy more online, while providing greater safety to its in-store staff and customers amidst the pandemic.

However, there’s more retailers should be considering to really capitalise on the opportunities of this golden quarter.

This Black Friday, brands will get what they give – it’s all about the offers and hot deals, available across all touch-points. Today’s customer wants to shop across multiple platforms, in-person, online and via an app or voice assistant, and they want that experience to feel social and personal. Providing consumers with numerous channels allows them to pick the approach that’s most convenient to them at the time.

A consistent omni-channel experience has never been more important for brands. Some consumers prefer to see an offer in their News Feed or receive it via an influencer, carrying out the purchase without ever needing to leave the comfort of their sofa. Others still love the hustle and bustle of the high street experience – snapping up bargains and browsing for gifts. What will be important is that brands think about both – digital and physical – this Black Friday.