Make new shopping experiences a differentiator

Stand out from the competition

With online sales almost matching sales made in stores in the peak weeks, the way brands and products are presented will change.

Now is the time to be planning how to incorporate new formats into your Black Friday promotional activity to avoid being left behind by the competition. This is especially important for those newer converts to online shopping who appreciate demonstrations, ‘how to’ videos, tips and recommendations.Consumers experienced significant digitization in their homes, in their communication and most important-ly in their purchase journeys in 2020. This is also changing their expectations of their interaction with retailers, particularly when it comes to online retail.Here customers expect the same or even a better level of consultation as they receive in-store.New digital tools are being embraced now because the pandemic made us familiar with them. Be it apps, video chats, social media or live streaming events, the opportunity for retailers to create a new level of online experience exists, and Black Friday is a perfect time to make use of these innovations.

Providing an entertaining and informative online purchasing experience can differentiate one player from another in the months and years to come.

For instance, think about offering recipe ideas, trouble-shooting videos, and even Q&A sessions to get the most out of your kitchen machine.

There’s no question it’s already possible to deliver an excellent customer experience when selling online. In GfK’s Consumer Insights Engine in Q4 2020, 52% of online buyers said they would recommend the online retailer, versus only 42% of those who bought in a store recommended the physical retailer.

GfK’s Norbert Herzog says:

Now is the time to be researching new formats for your online shoppers. From educational to social shopping to live events with influencers and celebrities, embrace the online channel to give consumers the experience and information they need, and you’ll be rewarded with stronger sales during all weeks – not just the peak weeks. This can be a true differentiator for your brand or retail format.”