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16 Oct 2015

Brands should take an omnichannel approach this Black Friday

As we lead up to the festive peak season and retailers are once again preparing for this year’s Black Friday weekend, the omnichannel experience is still a fundamental part of retail strategy. There has already been a number of sources speculating that this year’s sales will break all the records set last year, including predictions that online sales will surpass the £1bn mark, up from £810m in 2014. Notably, the number of consumers shopping online for Black Friday deals is set to increase to 30%, up from 8% last year.

Clearly, we’re beginning to see the growing importance of online leading up to Christmas and Black Friday, itself made popular by Amazon, whose recent Prime event similarly guaranteed orders and revenue. Although last year’s peak season generated a 10% increase in high street footfall compared to previous years, consumers increasingly seem to be going online for their Black Friday deals.
However, despite the growth of online sales, recent research from Gekko shows that nearly three quarters (74.2%) of shoppers benefit from the touch, feel and physical comparison of products when making purchase decisions.

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