Black Friday and Cyber Weekend generated plenty of headline grabbing stats as usual, and in spite of the yearly claims that the discount holiday is greying out. John Lewis, who previously spoke out against the discount day, reported its best ever weekly revenues of nearly £200m (Guardian, November 2016).
Social proof is one of the most powerful psychological heuristics, it links the persuasiveness of a behavior or idea with how other people respond to it. Your brain reduces the perception of risk associated with an idea, or activity, when you see other people engaging in it. That’s why we’re all drawn to movies with high IMDb scores, best-selling books, and crowded restaurants.
With Black Friday and Cyber Weekend looming large, we caught up with our Qubit friends and family (AKA our partner network and industry specialists) to get their last minute tips for the holiday shopping season. While planning has already been going on for months, it's always worth double-checking your list to make sure you're not missing a trick. From UX, to mobile, to delivery, we touch on six ways retailers can ensure they’re paying attention to the trends that matter to make the most of peak 2016 and beyond!
To say that change is the only constant is somewhat of a cliché, but this is what has come to define retail in 2016, particularly when it comes to peak. The past few years have seen disruption after disruption to the traditional peak shopping periods, driven by changes in consumer behaviour and, in response to this, the rise of new ‘mega’ shopping holidays.
Social proof is very much in the limelight at Qubit at the moment. Whether used in travel, ticket bookings or fashion, on average it delivers a 2.4% uplift in conversions (and has never once delivered a downlift).
“Data-mining”, “drilling down”, “insight extraction.” You might think this sounds like an awful lot like hard work and in reality, it is! Getting insights from a customer data set requires a technically skilled analyst ...with a lot of patience…. and a lot of time. The similarities to the lone miner searching for black gold are striking (geddit). The tools may be different (excel rather than a pick axe) but the realities are the same. It is an inefficient way of finding opportunities.
At Qubit we’re in a neat position where we deliver on web personalization, as well as playing towards the bigger world of Digital Experience Management. Sportscraft’s big idea is a great example of blending these worlds, from front of house UX to behind the scenes supply chain.
Thanksgiving, Black Friday, and Cyber Monday are approaching quickly. We've pulled together five key holiday shopping trends and our customer experience recommendations to keep your shoppers engaged and happy during the busiest time of the year.