Tendenze e strumenti per il Black Friday 2024 - Come gli e-commerce si stanno preparando

In the past few weeks we have talked about how to optimize your e-commerce site to best prepare it for Black Friday 2024 (here is the full article). Today, however, we want to focus on the new technologies that the most “advanced” sites are using to gain an advantage over their competitors.

Black Friday is one of the most important occasions for global commerce, with sales reaching record numbers. In 2024, global turnover is expected to reach 200 billion dollars, with November 29 as the reference date. To best face this event, companies must adopt a targeted strategy that integrates technology, omnichannel and personalization, improving every stage of the purchasing process.

Here are the top trends and tools that e-commerce businesses need to implement to make the most of Black Friday 2024.

Omnichannel: A Necessity for Black Friday

Multi-Channel Engagement: Consumers are looking for consistent experiences across multiple channels, and 60% of them will use multiple touchpoints before completing a purchase. Optimizing the synergy between online and offline is essential to improving conversion rates.
Integrated Online-Offline Experience: With an omnichannel approach, customers can start their shopping journey online and complete it in a physical store, or vice versa. Continuity of interaction is crucial to not lose sales at the checkout stage.

Mobile Commerce on the Rise

Optimized Mobile Browsing: In 2024, Mobile Commerce will cover 58% of transactions. A mobile-optimized site is therefore essential, ensuring speed, ease of use and secure payments on smartphones and tablets.
Mobile App for a Personalized Experience: A well-designed app can offer personalized discounts and real-time notifications, improving user experience and loyalty.

Expanding Click-and-Collect

Delivery Flexibility: Click-and-Collect is one of the most popular delivery methods among consumers, with a growth of 25% compared to the previous year. It allows you to buy online and collect conveniently in store, reducing shipping costs and improving the user experience.
Digital-Physical Integration: Enabling Click-and-Collect allows brands to build a stronger connection with the customer, also ensuring an increase in traffic in physical stores.

Personalizing the shopping experience

Data Driven Targeting: 63% of customers prefer to buy from brands that offer tailored experiences. Collecting and analyzing customer data allows you to segment your audience and offer targeted products and discounts.
AI-Based Recommendations: Advanced AI can suggest products based on customer purchase history and preferences, increasing conversion rates.

Artificial Intelligence for Order Management and Customer Support

Chatbot & 24/7 Support: AI-powered chatbots can automatically answer common questions, handling large volumes of inquiries during Black Friday and improving the customer experience.
Real Time Personalization: AI helps personalize offers and manage promotions dynamically, optimizing conversions and improving customer engagement.

Logistics and inventory management

Dynamic Inventory Monitoring: Having a real-time view of inventory is crucial to avoid out-of-stocks during peak sales.
Flexible Shipping Options: Offering expedited shipping or premium shipping packages is a major incentive for customers during Black Friday.

Marketing Technologies (MarTech) for Targeted Campaigns

Retargeting and Remarketing campaigns: Using retargeting campaigns allows you to reach users who have visited your site without completing the purchase, improving the chances of conversion.
Marketing Automation: Automation tools like email marketing and promotional SMS help you reach the right customers at the right time with personalized offers.

Optimized checkout experiences

Reducing Cart Abandonment Rate: Removing friction in checkout is key. Implementing payment methods such as PayPal, Apple Pay is Google Pay improves customer experience and reduces abandonment.
One-Click Checkout: A one-click checkout process can significantly increase conversions by making the shopping experience faster and easier.

Advance warehouse preparation

Demand Forecast: Analyzing historical data and forecasting demand helps you plan adequate inventory for the most popular products, reducing the risk of stock-outs during Black Friday.
Returns Management: Establishing clear and simple return policies is a plus for consumers who want to shop without fear.

Exclusive offers and dynamic discounts

Discounts for Loyal Customers: Rewarding loyalty with early bird discounts for repeat customers is a winning strategy to increase sales.
Flash Promotions: Offering limited-time promotions on Black Friday stimulates impulse buying and improves sales.

Data Security and Protection

Cyber Attack Protection Systems: During Black Friday, online traffic increases exponentially, and with it also the risks of cyber attacks. Implementing advanced security measures is essential.
GDPR Compliance: Ensuring that your site complies with privacy regulations is essential to protecting customer data and building trust.

Social Media Integration for Promotion

Targeted Social Media Campaigns: Promoting Black Friday deals on social media, with sponsored content on Instagram, Facebook, and TikTok, helps you reach a targeted audience.
Influencer Marketing: Partnering with influencers can expand the reach of your promotions, attracting new customers with exclusive offers for their followers.