mCommerce Insights

41 Days 'Til Black Friday: 4 Tips to Conquer the Year’s Biggest Shopping Weekend

4 Ways Mobile Retailers Can Conquer the Year’s Biggest Shopping Weekend

With the start of the holiday shopping season just a few shopping cart checkouts away, both online and bricks-and-mortar retailers are finalizing their best practices for maximizing sales, enticing new customers, and fending off stiff competition from similar brands. Mobile commerce, in particular, is facing its most potentially lucrative sales days of the year – as evidenced by the $1.22 billion spent by mCommerce shoppers on Thanksgiving Day and Black Friday last year, according to Adobe. With Black Friday being just 41 days away, we’ve outline four ways for e-retailers to break through the clutter and reach mobile shoppers. 

1. Gift Previews

One surefire way of drumming up interest in forthcoming Black Friday deals is to host exclusive gift previews on social media or online channels. These previews can take the form of sneak peeks at doorbusters and gift guides for various personalities or recipient types. More retailers are turning to wide-reaching platforms such as Snapchat and Instagram Stories, which are primarily viewed on mobile devices, to offer 24-hour only glimpses at upcoming shoppable collections and highly-anticipated product launches. Why not employ this tactic for Black Friday deals, too? The path to purchase becomes a much shorter trip with this method, especially if you have an app to send your consumers to.

Shopgate tip: Within the Shopgate platform, retailers can create lookbooks of great gift selections to feature on both their mobile website and in-app, then notify their customers via push notification when the sales goes live. 

2. Exclusive Deals

Speaking of apps, retailers wanting to capture revenue from their app users can create exclusive app-only daily deals. This strategy creates a sense of urgency  and exclusivity for consumers. 50% of affluent consumers use their mobile device to research products and save money - affluence often has no impact on the desire for a bargain. Daily deals make consumers feel smart and rewarded, driving them back to your mobile app over and over again. 

Shopgate tip: Promoting app-only daily deals not only drives revenue from current customers, but encourages new customers to download your app giving your business a new direct communiation channel (segmented push notifications). This means more revenue and increase retention.

3. Decoding Discounts with Gamification

Consumers’ proclivity toward mobile gamification could pay off in droves this holiday season – if online retailers are willing to experiment with new tactics. Adobe’s 2015 Thanksgiving and Black Friday data revealed that 33 percent of online shoppers used their smartphones to buy products, deeming mobile a must-have purchasing channel for retailers with the necessary resources.

To drum up more participation in Black Friday shopping, e-retailers can offer their fans a way of decoding secret messages or puzzles to unearth additional discount codes. Consider creating a scavenger hunt around your mobile app or create a trivia game for consumers. Upon clicking on the link and playing the game, consumers can prepare to be delighted with another code to use on top of featured doorbusters and sales on Black Friday. This interactive element further enhances the overall shopping experience.

Shopgate tip: With Shopgate's new event-based push notifications, retailers can send push notifications to retailers after they have completed certain 'events.' For example, after a retailer looks through the lookbook and reads your latest blog, you can pop-up a coupon for 25% off their purchase.

4. One-click Checkout

One-tap checkout options are easily visible on most major e-retailers’ sites – with Amazon being the usual suspect – but may not be as readily available on small to mid-size retailers’ sites and apps. The ease of enabling customers to complete an impulse purchase simply by tapping on an Apple Pay, Android Pay, Masterpass, or Visa Checkout button cannot be understated. According to a report on TechCrunch done in conjunction with Slice Intelligence, Amazon captured nearly 36 percent of eCommerce sales during last year’s Black Friday. One major catalyst? The retail behemoth’s use of a simplified checkout strategy, which lets members sign into their account once and enable the one-click ordering tool for all future purchases.

Small to mid-size brands that adopt this tactic for their own mobile apps may be able to garner a wider swath of impulse buys than ever before.

The key to conquering the competitive frenzy of Black Friday retailing is to consider a mobile-first strategy, complete with simplified checkout options, creative ways for consumers to unlock extra discounts, abilities to receive sale alerts, and sneak peeks at must-have doorbuster deals. With these strategies in mind, companies ranging from small businesses to national chains can add another successful holiday weekend to the books.

The countdown is on! Black Friday is right around the corner, and now is the time to add an app to your omnichannel strategy. Learn more about how apps can help you conquer Black Friday this year by requesting a demo below.


Alex Samuely

Written by Alex Samuely

Alex is a New York-based tech writer with experience in analyzing social media campaigns and mobile strategy. She currently writes for Mobile Marketer and Mobile Commerce Daily, where she covers brand-oriented news spanning the retail, travel, and food and beverage industries. In her spare time, Alex is an avid traveler, reader, and creative writer.


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