Why Black Fri­day is About More than Cut Price Deals

With global sales fore­casts for Black Fri­day ex­ceed­ing $30 bil­lion for 2019, cy­ber-week re­tail strate­gies need to go much fur­ther than dis­counts, says Founder & CEO, AYM Com­merce, Danube On­line Co-Founder & CEO, Ma­jed M. Al Ta­han.

Forbes Middle East - - GLOBAL MEETS LOCAL - www.aym­com­merce.com

The rise of the Black/White Fri­day sales phe­nom­ena—an Amer­i­can ex­port— has pre­sented re­tail­ers with in­cred­i­ble new op­por­tu­ni­ties to de­liver a bestin-class cus­tomer ex­pe­ri­ence and boost sales. How­ever, it also presents chal­lenges because to suc­ceed, re­tail­ers have to dif­fer­en­ti­ate them­selves and de­liver on their prom­ise.

Global sales fig­ures re­flect the in­cred­i­ble pop­u­lar­ity of White Fri­day (the GCC equiv­a­lent) and “Cy­ber Mon­day”. Global CRM com­pany, Sales­force, fore­casts that dig­i­tal sales in the U.S. will reach $7.3 bil­lion in 2019. It also pre­dicts that global White Fri­day sales will reach $39.6 bil­lion, with an ad­di­tional $32.2 bil­lion on Cy­ber Mon­day—a week­end where the world spends over $70 bil­lion.

While the fo­cus is largely on­line for many re­tail­ers, White Fri­day pro­vides an op­por­tu­nity for om­nichan­nel end-to-end re­tail­ers like Danube and Danube On­line, one of the big­gest e-com­merce gro­cery plat­forms in Saudi Ara­bia, to cre­ate an ex­pe­ri­ence that bridges on­line with in-store; driv­ing traf­fic and foot­fall in both di­rec­tions.

Achiev­ing this re­quires a strong on­line plat­form that is highly in­te­grated, with au­to­mated stock tech­nolo­gies, picker/packer apps and de­liv­ery lo­gis­tics. On the busiest on­line day of the year, these fun­da­men­tals have to be op­er­at­ing like a well-oiled ma­chine, which is why the Danube App is stresstest­ed in ad­vance of White Fri­day. It also means staffing up in-store and (if nec­es­sary) man­ag­ing ex­pec­ta­tions by com­mu­ni­cat­ing ex­tended de­liv­ery times to avoid cus­tomer dis­ap­point­ment. This is es­pe­cially im­por­tant when it comes to de­liv­ery gro­cery and fresh pro­duce on-time.

Good com­mu­ni­ca­tion helps re­tail­ers to not only man­age ex­pec­ta­tions dur­ing times when there are mil­lions of shop­pers on­line—but strong mar­ket­ing and com­mu­ni­ca­tions al­lows us to per­son­al­ize the event with tar­geted spe­cial of­fers through the ap­pli­ca­tion of al­go­rithms. Cus­tomers know they are go­ing to face the prospect of great sav­ings, but through pre­dic­tive AI tech­nolo­gies we can pre­sent them with great sav­ings on items that we know they’ll love. These tech­nolo­gies are mak­ing it eas­ier for cus­tomers to find what they like, whilst pro­vid­ing new ways for re­tail­ers to de­liver a best-in-class ex­pe­ri­ence. For many re­tail­ers, this has trans­lated into enor­mous sales over re­cent years.

How do we achieve those sales? Uni­fied com­mu­ni­ca­tions, in­no­va­tions and well man­aged lo­gis­tics. Data-backed com­mu­ni­ca­tions across so­cial me­dia and mo­bile mes­sag­ing plat­forms en­able re­tail­ers to pre­pare their cus­tomer base well in ad­vance for in­cred­i­ble sav­ings and an in­te­grated omni-chan­nel ex­pe­ri­ence. In­spir­ing cus­tomers in ad­vance and dur­ing cy­ber week can cre­ate a buzz and drive sales—par­tic­u­larly on­line.

For Danube cus­tomers, our “Green Fri­day” or White Fri­day is not just about get­ting a good deal. It is an op­por­tu­nity to ex­pe­ri­ence new app fea­tures such as Danube Kitchen, or take part in sea­sonal cam­paigns, com­pe­ti­tions and re­fer­ral pro­grams. As an award-win­ning first mover in the re­gion’s end-to-end e-com­merce gro­cery plat­form space, Danube has a unique ca­pac­ity to de­liver on its prom­ise of qual­ity of prod­ucts and ser­vice of de­liv­ery—even when with many thou­sands of our cus­tomers are logged on for great Green Fri­day deals.

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