Black Friday and Cyber Monday. These two days represent a great opportunity for retailers in the UK to capture part of the revenue pie and consumer interest. In 2017, shoppers in the UK spent £ 7.8 billion between Black Friday and Cyber Monday, with store sales up 7% and online sales up nearly 12%. In this article for RetailTechNews, Chris McKenzie explains (in the picture below), vice president and general manager, Calabrio, how these sales are ranked in long-term clients.
During this period, shoppers are looking for a bargain, and businesses are ready to offer. While Black Friday and Cyber Monday are Price-driven Events, there is great potential To turn seasonal shoppers into long-term clients.
Even during the busy holiday season, customers still expect a great experience – and retailers who lay the foundation for customer retention strategies during Black Friday and Cyber Monday can put themselves to long-term success. By understanding the changing purchasing habits and dividing customer behavior and meeting customers wherever they are, companies can deliver a consistent and quality experience to turn shoppers from Black Friday into loyal customers.
Understand changing purchasing habits
Customer buying behavior changes. Seventy-seven percent From 55-75 years in the UK now has portable devices. They own half of the country's wealth. Although Black Friday has traditionally been an in-store event in the United States, 76.7% Black Friday purchases were made in 2017 online; only 12% of these shoppers visited a store before making these purchases in 2017 to try things out.
Customers are now making decisions using multiple channels, and in response, companies are opening up additional means of communication. Customers can interact, ask questions and make purchasing decisions across Mobile, web, email, text, chat, and more. Each of these points of contact converges in one place: the call center. Agents should be familiar with brand letters, understand specific products and deals, and be encouraged to make surprising decisions and delight customers. Companies that enable agents to have personal experiences through channels are those that have the best chance to retain customers after the deal.
Track the connection points and behavior part
Friday Black and Cyber Monday meet Shoppers are sensitive to price, but purchases may not be limited to less expensive items. They may also look for other items in their shopping lists and are willing to pay the full price if the item is not on sale elsewhere. Analyzing all these interactions and ideas can help companies gain a deep understanding of the specific products customers want and how they interact with business in the process. From there, they can divide any shoppers into the black Friday market, they must continue to target them to be turned into loyal customers – and they may need an additional deal or two to keep them coming back.
Recording customer calls and tracking online queries across all channels is a critical step to get these statistics. Unfortunately, just 45% British companies use insights through channels to understand customer buying habits. By understanding the channels most exposed to trafficking – and more importantly, What Customers interact during a shopping trip – Companies can create strategies that meet the individual needs of customers and build loyalty after black Friday.
Meet customers wherever they are
Retailers are likely to use QA techniques for telephone inquiries. But with a black Friday that brings a large number of customers from applications and online communication, these same methods must be applied across all channels. By gathering and analyzing data from chat sites, e-mail, direct messages, and even in stores, businesses can create a consistent experience for customers at every point of their purchase trip.
It's not just a data analysis this year, but it's important to review last year's figures and look at the recent record like interaction volume, call first call, and sales revenue. This data will tell retailers how to best call centers and provide staff scheduling to be specific customers who get the information they need quickly and easily. Not only that, these statistics will determine the most effective factors, and on which channels, so companies can properly hire their call centers and deliver a superior customer experience.
Black Friday and Cyber Monday may be the biggest shopping days of the year, but companies have the opportunity to accumulate these sales in long-term customers. When retailers use the right ideas to identify their customers and take subsequent action, they can begin to build brand loyalty for the future.