Black Friday: After the Party, the Hangover...

Phew! Together with retailers all over the World, you will be breathing a sigh of relief now that Black Friday and Cyber Monday 2016 are behind us!

This is because the past weekend was the culmination of months of planning to ensure that your websites stayed up, your call centres were able to take the strain and your logistics partners were fully prepped for the deluge. Of course, it will not actually be over until all those parcels have been delivered and all the returns have been dealt with, so it is safe to assume that you will be busy for a little longer yet.

But while you won't have actual numbers for a few weeks, it would only be human for you to be already taking a mental stock of what these two momentous sales days actually meant for your business.

A big shopping party

Early indicators already suggest that the Black Friday weekend was one big shopping party, even bigger than 2015! And even if shoppers continued to shift spending online, with Tamara Gaffney of Adobe claiming Black Friday 2016 dethroned Cyber Monday as ‘largest online shopping day of the year’, in-store spending in the UK was still


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Fashion: Avoiding a post-sales hangover this year

Here we go, then. Fashion’s annual binge, the summer sales. You’re going to sell more, to more people, faster than ever before. LET’S HAVE IT.

Obviously, though, there’ll be discounting. Something we don't usually like doing. And some of your customers will be deal-hunters, who probably won’t come back once the sales are over. But who cares? BRING IT ON.

And then the summer hangover will kick in. When the tumbleweed blows down those new collection aisles and the website stats tail off.

So, how do you avoid that post-sales hangover? You’ve already upped your game compared to the rest of retail. You hold special preview weeks for your best customers to add a sense of occasion (let’s see an electronics retailer try that!); you steadily mark-down throughout the duration of your sale to maximise margins and manage stock; you trickle-release new items into your sales to maintain momentum and ensure repeat purchase. You do sales better than anyone. But at the end of it all? Your head still throbs and your heart still sinks.

There is one way, though. It’s all about extracting more value from your customers, taking something back


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