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Author's profile photo Will Young

Black Friday 2021 – How was it for you?

So, the dust has settled, all the packages have arrived and been opened (and returned?), so let’s look back at how this year’s retail extravaganza worked out.

For Emarsys it was another record-breaking day – we delivered over 1.2 billion messages on our channels!

When you stretch that out to include the weekend and Cyber Monday, that number rises to an incredible 3.5 billion messages!

I won’t go into all the details here – if you are interested then I highly recommend you take a look at these two articles:

  • This press release¬†has all the bare facts,
  • While this great blog gives a more nuanced breakdown by channel, as well as a look at how Emarsys scaled up its entire operation starting with Singles Day.

So what have we learned?

Black Friday isn’t just about supporting our customers with great technology and reliable infrastructure – it’s also the time of year where we can dive into the data and maybe pick up some clues on how consumer behavior is evolving.

For me, a couple of standout numbers have got me thinking about two things:

Real-time is everything

With Real-Time Interaction triggers up 91%, and SMS sends up 61%, retailers clearly have their finger on the pulse when it comes to responding instantly to consumer interest and engagement. It’s no longer good enough to have relevant, personalized content delivered on the right channel. You have to get the timing pitch perfect as well, which means knowing your customers’ habits and anticipating their touchpoints. That’s where the Emarsys AI Marketing comes into its own.

You need a good relationship to cut through the noise

But even just the right message delivered at just the right time can’t always break through the clutter on a mobile device. With so many channels on such a small screen, you need to find a way to stand out. The revival of SMS is an indication of this, but store apps were the clear winners, with in-app impressions up 292% alongside a drop in web channel impressions of 12%.

So what does it all mean?

Actually, I was hoping you could tell me.

Are we finally seeing the end of the unlimited choice that the Internet has represented for so long?

Do store apps herald a return to more personal relationships between shop and shopper?

How will you factor this in to your strategy for 2022?

I’d love to hear your thoughts on this. In the meantime, I guess we can just enjoy the feeling of another Black Friday well done, and look ahead to the January Sales.


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      Author's profile photo Nick Taylor
      Nick Taylor

      From the customer's perspective, it's nothing special to me. I didn't buy much, just one product

      Author's profile photo Will Young
      Will Young
      Blog Post Author

      What about all the messages and offer you got from retailers - notice any change? I was happily surprised at how few messages I got, which to me reflects that businesses are finally taking my preferences seriously...