Black Friday 2024: Top Tips for Retailers to Boost Sales & Build Loyalty

Black Friday takes place on Friday 29 of November 2024 and kicks off the Christmas shopping season. For retailers around the world, it marks the beginning of the busiest time of year.

During major sales events, low prices alone will be insufficient for businesses to remain competitive. Surveys show that the way items are delivered matters more to shoppers than deals and discounts.

Offering affordable products but failing to provide a personalized delivery experience is unlikely to meet customer expectations.

A joined-up delivery experience is crucial to peak-season success. Online retailers need to ensure they have the right infrastructure in place now. This includes a one-stop-shop platform that enables multi-carrier delivery and experience management – from checkout through to returns.

Meeting increased demand and offering choice

During peak times, retailers need adequate resources to meet demand. Timely deliveries are crucial. Any shipping mishaps can erode trust between the retailer and the shopper.

What shoppers seek from a personalized delivery experience is constantly shifting. While home deliveries remain popular, PUDO (pick up / drop off) options are becoming increasingly popular. Especially with people who are rarely at home or who don’t want to be disturbed by a knock on the door.

Retailers must have access to multi-carrier capability to ensure transport capacity during busy periods. They need to make sure they give shoppers the range of delivery options they seek, including a local pick-up point.

Read our blog on getting ready for Black Friday

Winning new customers with a great customer experience

Consumers have increasingly high expectations of the online shopping experience. And the shipping process is part and parcel of the overall customer experience.

Retailers must adapt to the latest delivery trends. Many busy consumers prefer to choose PUDO options that enable items to be sent to a designated locker or pick up point. When a consumer can’t find the delivery option they want, they will shop elsewhere.

Today’s shoppers expect regular updates on the status of their delivery. They assume they will be able to view those updates through the social channels that are relevant to them, not the communication methods that are convenient for the retailer.

Creating the right customer experience can build loyalty for the long term. But when consumers feel let down by the delivery experience, they will shop around for another one.

Check out our infographic “Five delivery experience tips to make customers buy”

Retail readiness for Cyber Monday

For many retailers, sales from Cyber Monday are now level-pegging with those from Black Friday. The event takes place on Monday 2 December 2024 and the average shopper is set to spend more than $300 during course of the day.

Cyber Monday's success will not come from discounting alone. Low prices and targeted marketing may attract customers, but this is only half the battle. Retailers cannot - must not - neglect winning at both ends of the shopping journey. This means ensuring stock is plentiful and supply chains are fluid, right through to providing a delivery experience that will keep customers coming back long after the seasonal fanfare has passed.

Read our guide on steps retailers can take to get ready for Cyber Monday.

Seamless Returns

Depending on the sector 10%, 20% or even 30% of online purchases could end up being returned. If retailers fail to put a clear returns process in place, shoppers will be less likely to buy in the first place.

One of the best ways to reduce the volume of returns, is to understand what issues are causing consumers to send items back and to work to reduce them. Running a digital returns process creates instant access to returns data. It becomes easier to spot patterns and find solutions.

Read our white paper “From returns to retention” to learn more about how the right returns process can build loyalty with shoppers.