The art of simplicity: help customers make quick Black Friday decisions

Black Friday online sales continue to grow each year, with UK spending at a record high in 2023 at £1.04 billion, a 4.1% increase from the previous year. This year, 32% of UK shoppers plan to start early and 68% of Gen Z shoppers are interested in the sales.

Given this landscape, it’s vital for retailers not only to offer great discounts but also to be where their consumers are and streamline the buying process to personal needs and behaviours. This is the only way to stand out to customers during peak times and convert visits into sales.

How to help your customers make the most of Black Friday offers efficiently

First off, your marketing department’s strategy in setting up offers is paramount in crafting the main appeal for consumers. However, with so many discounts available at once, buyers can easily feel overwhelmed. The key lies not only in providing substantial discounts but also in managing segmented and personalised marketing campaigns, ensuring they are well-presented and accessible. But that's not all, the experience needs to extend beyond the initial marketing message to the webshop and beyond.

1. Real-time alerts: Automate notifications to send emails, messages and alerts the moment your deals go live. Customers receive real-time information, allowing them to seize promotions without missing out, improving customer experience and fostering urgency, which can increase conversions on Black Friday.

2. Personalised discount codes: Providing exclusive discount codes for returning loyal customers or newsletter subscribers is a great way to reward loyalty. These codes can be sent via email or SMS, creating a sense of exclusivity and value. You can also share codes based on previous purchase behaviour to offer the most relevant promotions.

3. Web optimisation and personalisation: Make sure your website can handle high traffic and offers are relevant and easy to find. A slow or difficult-to-navigate site may lead to abandoned carts, whereas implementing a clear web design with highlighted categories and “best deals selected for you” based on personal needs enables buyers to find what they want effortlessly.

By simplifying access to your deals and streamlining the purchasing process, customers not only find the most attractive promotions but also enjoy a more personalised experience, significantly boosting loyalty and engagement with your brand, and maximising results during this critical sales period.

How to optimise Black Friday logistics for enhanced customer experience

Another major challenge is meeting expectations for fast delivery. Consumers now seek not just the best price but also quick deliveries and real-time order updates. Meeting these expectations is key to generating satisfaction and loyalty.

1. Real-time updates: Keep customers informed about their order status with automated notifications from processing to final delivery. Use their preferred channels like WhatsApp Business and RCS to send automatic order confirmations with clear details, estimated delivery dates and tracking numbers. WhatsApp Business and RCS are especially useful for sending visual updates with interactive buttons for real-time order tracking.

2. Collaboration with logistic providers: If managing large order volumes, partner with external logistic providers to ensure timely deliveries. Establishing agreements in advance with shipping companies allows workload distribution and ensures smooth deliveries during Black Friday’s sales peak.

3. Streamlined reverse logistics: Managing returns is a critical and often challenging aspect post-purchase, especially during events like Black Friday. Offering a quick and simple return process is essential for customer satisfaction. Ensure clear, accessible communication on your site regarding return policies, including available return options, timelines and steps to follow.

In addition to using automated notifications throughout the returns process, integrating a chatbot into your Customer Service system can accelerate returns management by up to 75%*, according to current CM.com clients.

Integrating a GenAI chatbot enables customers to initiate returns directly from a chat window, guiding them step-by-step and automatically generating return labels or directions to the nearest collection point. Chatbots can also provide quick answers to FAQs regarding return status or policies, freeing the Customer Service team to focus on more complex cases.

How to respond quickly and keep your customers happy

During Black Friday, questions about payments, shipping or returns increase significantly. Having 24/7 omnichannel support is crucial to prevent customers from abandoning their purchases due to lack of assistance. It's not just about being present across multiple channels, but also maintaining a seamless, consistent experience regardless of where or how the conversation starts.

CM.com's Engagement Platform allows you to centralise all interactions in one place. This platform streamlines the management of messages from multiple channels and ensures that customer service agents have access to the entire interaction history, enhancing efficiency and ensuring customers won’t have to repeat themselves, reducing frustration and improving brand perception. How?

• Omnichannel support on your customers' preferred channels

Consumers often use multiple messaging channels to contact businesses. With the Engagement Platform, you can centralise all interactions in one place, offering omnichannel support through WhatsApp, RCS, Facebook Messenger and more. This ensures you are present where customers need you.

• Reduced wait times

During high-volume inquiry periods, quick responses are essential. Automating conversations with AI chatbots can significantly reduce wait times by handling recurring queries, allowing agents to focus on more complex situations. This not only enhances operational efficiency but also creates a better customer experience.

• Seamless agent collaboration

During busy times, it’s important for agents to collaborate effortlessly. The Engagement Platform allows teams to work together without leaving the customer conversation, facilitating swift and coordinated query resolution.

• AI-powered team support

The AI assistant integrated into the platform helps agents be more efficient by suggesting responses, enhancing writing and summarising conversations. This not only lightens the workload but also ensures interactions with customers are smoother and more accurate.

• Intelligent automation

Automation is a powerful tool to ease the pressure on support teams. AI-driven chatbots can handle frequent and routine queries, allowing you to optimise resources and ensure quick responses without compromising quality. With a simple setup, these bots can draw information from your resources to provide precise and rapid answers.