While retailers lick their chops over the hordes they will attract on Black Friday, there’s a small PSA I must make.
Scrap Black Friday. No, I mean it. Burn it like that first turkey you made 20 years ago that your family will never let you live down. Just throw it all away, like what you want to do with the dull green bean casserole that your cousin insisted on bringing this year, just like he has every previous year. Heck, if I were you I would even do away with cyber Monday and treat it like the cranberry jelly that really adds nothing to the turkey-and-carbs fest, if we’re being honest.
What I mean by all this is that it doesn’t make sense to pick out one day each year to draw in customers with huge deals. If you have the right data analytics program to monitor what customers are doing every time they visit your website, you can create a Black Friday experience all year long. You can increase your conversion rates both online and in-stores, 24 hours a day, 365 days a year.
You see, a customer 360 data app allows companies to tailor how their website responds to each incoming user, based on their prior behavior on the website. That gives you the ability to influence the outcome of each visit. The algorithmic nature of today’s data apps is very powerful and it will automatically recommend the next best action that needs to be taken. You won’t even need to create gigantic sales to improve your retention rate and overall sales results.
So for this year, scrap Black Friday. And instead of stuffing your data into static analytics programs, start using dynamic behavioral analytics tools to make the most of each customer’s visit.
If you would like to find out how you can make every day of the year a Black Friday kind of day, feel free to reach out to me.
Founder and CEO of Syntasa (an AI assisted customer intelligence platform). He has over 20 years of professional experience in the field of analytics, data science, performance measurement & management, and strategic planning.