In 2017, Black Friday falls on 24th November.
Five steps to success
Every year there are new lessons to be learnt from Black Friday. Getting it wrong can have serious consequences for a retailer, given its size and its profile with the media.
Our top five steps to a successful campaign are as follows:
- When it comes to Black Friday, there is no such thing as over-planning.
- Agility is key.
- Manage shopper numbers entering stores.
- Stress-test logistics’ capacity and end-to-end execution.
- Prepare to put crisis management into practice.
The hidden value of a retail store
A retail store is more than just a place from which to buy. A good (or bad) in-store experience can enhance or detract from customers' overall perceptions of your brand. Murray Goodwin from Ipsos MORI’s UK Customer Experience team shares his observations on the role of a physical store.
Black Friday: Shifting its Centre of Gravity
Ahead of Black Friday 2018, Tim Denison traces the history of a retail event that has evolved into a global phenomenon. But what is different now to previous years, what can retailers learn, and what shape can we expect Black Friday to take in the future?