Black Friday 2021 will take place on November 26, and this shopping madness certainly won't last one day. Many stores, including eCommerce will stretch the biggest discount holiday over several days, tempting with lower prices. That's right... How much to cut prices? And is Black Friday really an opportunity for eCommerce industry?
Amadeusz Bathelt, Marketing Project Manager from Dealavo in an interview with Nina Kinitz on Marketing and Business talks about the strategy that is worth adopting these days: - If we plan to introduce promotions and compete on price, it's worth doing, but only for selected products. Offering low prices on select items can capture customer interest and encourage them to visit the store. The main profit for the company, however, will then not be the sale of the promoted product, but other goods that appear in his basket. Of course, such a strategy carries some risk - the customer may notice that the prices of other products are not as attractive and decide only to buy an item included in sale. So it is worth to carefully select products that will be our traffic generators and set such a level of margin for them in order not to be a loser.
In the interview he also talks about, the differences between Black Friday celebrations in Poland and in the United States; and what they result from.
dlahandlu.pl portal presents the idea of live commerce - a trend that came to us from Asia. As Krzysztof Nowicki, CEO & Founder Live.Market, convinces - LiveCommerce and SocialCommerce trends naturally intermingle, because we like to buy from people we trust - influencers, experts or other consumers.
Finally, a handful of disturbing statistics from New Magazine based on a study by consulting company Edgar, Dunn & Company, which analyzed 800 of the largest eCommers in the UK, Germany, France, Spain, Sweden, the Netherlands and Italy. As it turns out, as many as 94% of them have errors at the checkout stage. In addition, 89% of eCommerces do not support Apple Pay. 75% do not allow customers to save their payment information. 61% do not support autocomplete email address. Other errors include not adjusting e-stores to mobile version, long loading of the page, no possibility to buy without registration. According to Aleksander Pietrzak, business consultant in Advanced Consulting sp. z o.o - The companies which decided to diversify their sales by creating an online store, chose low-budget, template e-store maintenance services or one-time software implementation. What we forget here is that digital sales should be constantly optimized and developed based on UX principles. And we won't do it without regular investment in new functionalities and their testing.
So it seems that a solution to eCommerce problems is not so much to invest in the latest technology, but to regularly audit, continuously improve and develop.
