Black Friday & Omnichannel: How to Align Your Sales Channels to Attract and Retain Customers
In 2023, nearly two out of three French consumers (67%) took advantage of Black Friday deals, according to an Enov study. This represents a 15-point increase compared to 2020, highlighting the event’s growing success, despite consumers becoming more cautious with their spending.
Black Friday is a key opportunity for retailers—a golden chance to attract and retain deal-seeking customers. With irresistible promotions, exclusive discounts, and record-breaking footfall, brands must go above and beyond to stand out and convert this traffic into sales.
Delivering a smooth, engaging, and hassle-free shopping experience becomes a strategic imperative. This is where omnichannel approaches come into play. By aligning all sales channels—physical stores, e-commerce websites, mobile apps, and marketplaces—retailers can craft a unified and personalized customer experience across every touchpoint.
A strong omnichannel strategy not only allows businesses to meet customers wherever they are but also streamlines the purchasing journey, strengthening engagement and maximizing conversions. Here are some tips to achieve this goal.
1. Synchronize Your Channels for a Seamless Customer Experience
Today’s customer journey is no longer confined to a single channel: a shopper might browse products on their smartphone, check them on an e-commerce site, and complete the purchase in-store. Ensuring a smooth transition between these channels during Black Friday can boost sales and enhance customer satisfaction.
With Market Pay Hub, businesses can centralize payment information, track transactions, and manage daily operations from a single platform, regardless of the channel. This enables smarter decision-making and the implementation of an effective omnichannel strategy.
2. Enable Quick Purchases with Mobile Payments
The use of smartphones for shopping continues to grow annually, particularly during Black Friday. Just like mobile-first e-commerce sites, mobile payment solutions have become essential for capturing these customers.
Market Pay’s mobile payment solutions allow merchants to offer quick and secure transactions, reducing queues and enhancing the user experience. By integrating payment options like contactless payments or secure online payment links, Market Pay simplifies transactions and minimizes friction during checkout. Shoppers can pay in just a few clicks, no matter the channel, increasing conversion rates and meeting modern customer expectations.
3. Offer a Variety of Payment Options to Prevent Cart Abandonment
Black Friday is a pivotal time for retailers, marked by exceptional footfall both in-store and online. To maximize sales and ensure a smooth customer experience, offering the right payment methods is critical.
Customers expect speed, simplicity, and security at checkout. Providing a wide range of payment options—such as major credit cards, digital wallets, QR code payments, mobile payments via pop-up terminals using softPOS solutions like Paywish, and contactless payments—not only meets the needs of diverse customer profiles but also speeds up the checkout process.
Conclusion
By aligning sales channels and leveraging Market Pay’s payment solutions, merchants can not only boost conversions but also build long-term customer loyalty.
This Black Friday—and throughout the holiday season—be ready to meet shoppers wherever they are and provide an exceptional shopping experience, both online and in-store!
