Black Friday has long been a Holiday Season shopping staple. But in 2005, it was joined by Cyber Monday, originally intended as a conduit for online retailers to compete for Holiday market share with brick-and-mortars.
As these crucial days of the Holiday shopping calendar approach, physical retailers are looking at ways to continue wresting the sales laurel from online competitors. In truth, traditional retail has benefited more than online retail from the addition of Cyber Monday, despite the original intent behind its institution.
In 2016, for example, about one third of shoppers bought online, but picked up in brick-and-mortars. Cyber Monday shoppers made 80% of their purchases at traditional retail outlets, also.
There are some key tactics to help physical retailers compete on Cyber Monday, to grab their share of sales. Let’s look at keeping your outlet competitive for Cyber Monday, this year.
Omnichannel retail.
While 80% of shoppers made their purchases at physical retailers during Cyber Monday 2016, the same proportion of shoppers browsed their mobile devices as they did so. That’s an opportunity for brick-and-mortar retailers which can’t be ignored.
To keep the shoppers who flock to you on Friday interested and engaged for the following Monday, the omnichannel route is part of your strategy.
Creating content for mobile users specific to Cyber Monday sales can be supported by tools like Beacon technology, which alerts your shoppers to deals as they walk by them in your outlet.
Start early.
Don’t wait until the weekend to promote your Cyber Monday event. Anticipate the needs of your shoppers be reviewing your sales logs and then give them what they want.
Whether you’re in the electronics business or not, Cyber Monday is an opportunity for all retailers which should be enthusiastically seized. Get the message out about what you’ve got on offer for Cyber Monday early, to alert your shoppers and potential customers to in-store bargains they won’t want to miss.
Reach your shoppers online at least one week prior for maximum effect.
A fulfillment center.
Because so many Cyber Monday purchases are made online and then picked up in-store, it’s crucial that your thinking around what you’re offering customers shifts for the event.
For Cyber Monday, you’re a fulfillment center. Organize your staff into a finely-tuned fulfillment machine, ensuring a seamless pickup experience. Be aware that your customers are likely to make additional purchases once they’ve arrived.
Key displays to Cyber Monday offers and give them pride of place. You might also run a promotion that offers something free for picking up an online purchase at your store.
Black Friday + Cyber Monday = weekend blowout.
Connect the two shopping days by creating a weekend blowout. Marry Black Friday to Cyber Monday and your weekend event can become a sales dynamo.
Creating special offers for customers who come in more than once over the weekend is a pivotal strategy to up your Cyber Monday game.
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