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Business Marketing

Black Friday 2020: Is Your Business Prepared?

The holiday shopping season is just around the corner. With the COVID-19 pandemic, it goes without saying that Black Friday will look a little different this year. Over the last few months, we have seen a major shift in consumer buying habits including a drastic increase in digital purchases and curbside pickup.

Online shopping during the holiday season has been on the rise over the past few years. In 2019, over 93 million buyers made a purchase online on Black Friday and another 83 million purchased on Cyber Monday. This year, data shows the number of online shoppers is expected to significantly increase due to the influx of new customers who usually shop at brick and mortar stores.

The End of Black Friday Crowds

In June 2020, a Google survey found that more than a third of US shoppers who normally shop in store for Black Friday, won’t this year. And half of US shoppers say the pandemic will affect how they’ll shop for the holidays this year. In addition to this, 47% of planned shoppers said they’ll use options to buy online and use curbside pickup.

Walmart, Target, and Best Buy have already announced they will be closed on Thanksgiving – ending a longtime tradition of door buster sales that attracted large crowds. This year, the rush for hot-ticket items instore may be at an end and replaced with online discounts that begin sooner and last for longer.

With even more consumers turning to online shopping in 2020, businesses need to ensure their digital presence is stronger than ever.

Stand Out in a Crowded Digital Space

With online stores facing significant competition this year, especially in the upcoming holiday season, it is crucial that businesses implement online customer experiences that will help them resonate with consumers.

Provide a seamless customer journey

Last year, the abandoned cart rates on Black Friday and Cyber Monday were around 70%, making it extremely important for businesses to provide a seamless process in order to maximize revenue. Even when a consumer has added an item to their cart, the journey is far from over. Strategic tactics must be implemented to obtain a conversion.

Find consumers where they are

In 2019, a study found that 40% of new Black Friday weekend buyers made their first purchase from a different browsing device than the one they first used. Many holiday shoppers bounce across different devices before they actually complete their purchase. This non-linear purchase pattern is common for many Black Friday Shoppers, making it crucial for businesses to use cross-device tracking. This tactic reminds consumers of their shopping cart across multiple different channels to help them pick up where they left off and complete with their purchase.

Optimize for mobile

Optimizing for mobile is essential for obtaining conversions and should be a high priority during any time of the year. In 2019, nearly 40% of Black Friday sales were placed through a smartphone. Now is the time to ensure your site is properly optimized for mobile devices.

Launch Google Shopping Listings

In April of 2020, Google announced that Google Shopping would now include free listings for retailers. Previously, the listings have only been available for paid advertisers. As a free channel with the potential for large visibility, Google Shopping Listings is a must for businesses to use this holiday season.

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Business

Van Halen: A Brand That Lives On

Millions around the world are saddened by the recent passing of rock n roll legend, Eddie Van Halen. Over the years, the Van Halen band has achieved worldwide album sales of over $96 million with all but one of its albums hitting Number Six or better on the charts. Outstanding success by any means.

Van Halen was more than a band; it was a BRAND. One that offered constant quality, volume, excitement, and attitude. Eddie Van Halen showed us what it takes to build a lasting brand, and many businesses today can learn from his example.

Brand Consistency

To have consistent branding, a business must hold true to its core values, vision and principles. Branding that stays consistent even when a company undergoes change, shows consumers who you are and what you stand for. Consistency results in a brand that people will trust and loyally follow.

Even with three different lead singers, Van Halen created a distinctive sound and brand consistency over the years. With his dedicated leadership as CEO, Eddie Van Halen acted consistently on decisions and maintained control from behind the guitar. Eddie Van Halen grew his brand and fan base by showing consistency and staying true to the original vision of the Van Halen band. Van Halen was always about the music and never wavered from producing awesome rock n roll.

Brand Evolution

It is essential that your brand has the ability to evolve and take risks to stay relevant. Testing organizational limits is part of understanding your brand’s full potential. Van Halen had three different lead singers over the years which proved the band’s ability to evolve and continue to grow a loyal fan base. While replacing the iconic lead singer David Roth with Sammy Hagar was a risk for the band, Van Halen music continued to soar high on the US charts (all four of Van Hagar Albums hit #1).

In 2009, Van Halen was able to capture an entirely new audience with the release of Guitar Hero’s: Van Halen. Now that teenagers thought listening to Van Halen was cool, it opened a whole new landscape for the band. This new fan base purchased music, tickets, merchandise, and helped Van Halen reach a whole new generation of fans.

Brand Quality

Consumers expect the quality of a product to align consistently with your brand. Eddie Van Halen poured his life’s experience and expertise as a guitarist into designing a product that would line up with the quality of rock music that Van Halen was known for.

The Wolfgang guitar design and development process took over two years of trial and error research. This intense process included multiple prototypes that went through a full year of hardcore, in-concert testing by Eddie Van Halen during his 2007-2008 world tour. The final product of the Wolfgang guitar revealed a first-class instrument with outstanding durability and quality.

When asked about the Wolfgang guitar, Eddie Van Halen stated, “It’s not a fad, it’s 35-40 years of my knowledge of what makes a sweet, sexy, toning, quality, indestructible instrument.”

Eddie Van Halen will always be remembered as an amazing guitarist with a memorable brand.