Originally a day of spending reserved only for our friends across the pond, Black Friday has been well and truly integrated into our festive calendar, with retailers and consumers alike marking the date in their diaries each year.
Shoppers have come to expect huge discounts and are prepared to queue, scuffle and argue their way to securing that saving if needs be – who can forget those scenes of determined bargain hunters battling over televisions just a couple of years ago?
Of course, online is often the place retailers choose to showcase their Black Friday offering but, if you are taking your deals to the shop floor, there are certain factors to take into account in order to create the best possible shopper experience and avoid the dreaded ‘jumble sale’ look.
Navigation is key
Customers are likely to have done their homework before visiting the store and have a good idea of what they want to buy, so it’s essential to make it as easy as possible for them to find what they’re looking for, particularly on what is one of the busiest shopping days of the year. Use temporary signposts to direct people to where they need to be; but don’t forget to take the opportunity upsell ranges, too. For example, use end-bay displays to mix complementary, non-sale items in with discounted products to encourage shoppers to increase their basket spend.
Clear up the clutter
This may sound obvious, but it can be tempting to collate all end-of-season, end-of-line products in one section, in no particular order or price hierarchy. While this method clearly signals ‘discount’ to consumers, it’s also extremely likely to turn them off and push them away from your store. Instead, shun the ‘bargain bin’ approach and consider categorising the clutter so that it’s clearer and easier to find certain items. For instance, fashion retailers could group colours or sizes together.
Add a touch of tech
To go that extra mile and really stand out from the crowd, bring in technology to help customers find their way around the store. Digital kiosks and digital signage are sure-fire ways to improve their experience and build brand loyalty, while equipping staff with tablet devices to check for stock or order sold-out items when asked by customers will also improve overall efficiency. HMY offer many digital solutions to brands and retailers such as these, ensuring customers are not only getting an easier experience but a more enjoyable one too. For example, HMY collaborated with Futbol Emotion to transform their online shopping experience in a physical store; explore the innovation here.
However you choose to prepare your store for Black Friday, forward thinking is key and even the simplest changes can make a big difference to exhausted, bargain-hungry shoppers – good luck!
If you’d like to find out more about improving your in-store look all year round, not just for Christmas, get in touch.
