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BizReport : Ecommerce archives : November 11, 2016

Top 3 tips to make the most of Black Friday budgets

As Thanksgiving Weekend budgets are being finalized, one expert offers three tips for merchants and brands to make the most of their Black Friday budgets.

by Kristina Knight

First, connect all sales channels

"From the consumer perspective, there is nothing worse than purchasing an item only to be told after-the-fact that it was actually out of stock. This becomes especially troublesome during the holidays when tensions are high and time is short. If you are a merchant that sells in several different channels, make sure all of those channels are connected in way that allows you to manage inventory and order processing from a single interface. A little advanced planning in this regard may help prevent angry customers and avoid unnecessary issues in-store or online," said Jimmy Duvall, Chief Product Officer, BigCommerce.

Second, keep it simple

"It's no secret that the holidays encourage significant spending and many brands go above-and-beyond to try and win incremental revenue, but chasing the customer with fancy bells and whistles doesn't always spell success. At the end of the day, your customers want and expect a seamless purchase experience - make sure you are providing that. Rather than trying out a bunch of new things you think will entice the customer, concentrate instead on what works. Focus your holiday efforts on making sure your site works well or your store is functioning smoothly, that you are getting your customer what they need and doing so quickly and painlessly. Quality is a strategy that always pays off," said Duvall.

Third, stay customer focused

"To the extent possible, make the purchase easy and memorable. Done Shopping is an inherently emotional experience, both good or bad. Happy customers are far more likely to become repeat purchasers, so consider ways you can create lasting connections with your buyers through flexible shipping/return policies and telling your brand's story on your site," said Duvall.

Tags: 2016 holiday shopping trends, BigCommerce, ecommerce, ecommerce trends

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