Hyper personalisation and enhanced CX will be key to online retailers’ Black Friday campaigns -Despite tough economic conditions, such as surging inflation and the rising cost of living that are forcing consumers to tighten their... -
by two major banks showed that consumers were shopping in greater numbers than in 2020, but not at the levels seen before the start of the pandemic. One South African bank reported that spending on Black Friday increased by 19% year-on-year at its speed points, with the bank’s cardholders making purchases of about R2.5 billion, an increase of 15% compared with 2020.
To this end, retailers need to define a hyper personalised communications approach when targeting customers with items that are appropriate and meet their preferences to successfully convert sales. Hyper personalisation is a combination of marketing and data analytics, a process where marketers combine real-time customer data, sourced from multiple touchpoints or channels, to create an ultra-detailed per customer modelling strategy.
Another option is for retailers to gamify their Black Friday offers by, for example, inviting customers to visit their website and spin a virtual wheel to win a prize to attract traffic, or to discount a different item every hour via their portals. This will not only attract online traffic, but also ensure that customers spend more time on the retailer’s website waiting for a product they are interested in to be discounted.
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