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The unpredictable gift-buying season

Black Friday usually marks the start of a gift-buying season. It’s a make-or-break period for many businesses and 2020 will be no different, but it will be unpredictable. We don’t know how many will celebrate the season if we will be able to travel or visit stores, what the experience will be like, or how much we will be ready to spend. In this climate, businesses need to adjust their #marketing, stock, in-store measures, and logistics operations, etc.

The unpredictable gift-buying season

  • Expect continued migration to online - check what you did last year and multiply it. Consumers are adopting new habits, developing new expectations, or shifting to online exclusively. More about growing expectations you can read in the earlier article.

  • Anticipate an earlier start for eCommerce - align your promotions around trends and observed habits so far.

  • Notify customers about what is in stock, and educate them about peak delivery times, and return policies to save them from unpleasant surprises.

  • Influence average order value by better targeting - consider past behaviors, customer demographics, product preferences, spending power, etc.

  • Be ready to adapt to a fluid and varied customer demand- be agile to roll out alternative campaigns if necessary, and make customer decisions simple and easy to execute


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