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2015 has seen retailers continue to evolve their Black Friday strategies, with many spreading sales across the period.
UK retailers, in particular, have learnt from last year's bumper day (a breakthrough for the holiday in the UK) and either dropped out from the race or tried to spread demand.
Let's have a look at the strategies being adopted by a number of major retailers.
Product pages can differ wildly.
With Argos sitting somewhere in the middle, and currently in the spotlight during its extended Black Friday sales, I thought I would take a look at its product pages, to see which features I like.
Here are eight of them.
Some retailers are making basic errors preparing their landing pages for Black Friday.
As we've discussed previously, retailers need a year-round Black Friday landing page to ensure that they achieve decent search rankings and keep their audience informed.
Granted, Black Friday only truly hit the British consciousness during 2014's elbow-fest, but some websites have missing pages or redirects where their Black Friday landing pages once were.
At the Festival of Marketing, I listened to marketers from Camelot, Argos, JD Williams, RBS and Barclays, discussing the impact of the multichannel customer.
I thought it worth rounding up some of their more memorable quotes. Here you go...
As the digital and physical worlds continue to blur, it is clear that digital services will only continue to impact our lives further.
This article looks at how and why retail is leading the charge when it comes to digital transformation.
Argos has been named one of the top multichannel UK retailers thanks to its customer-focused mobile app.
Placing a particular emphasis on creating an easy, joined-up customer experience has led to this app becoming one of the most popular downloads in Q4 2014.
Product videos are proven to have a positive correlation with online conversion rates, as people who watch videos tend to buy more stuff.
Whether or not these customers are further down the purchase journey and so more likely to buy anyway is open to debate.
It used to be called the January sales, but it seems like most retailers have had sales since at least the beginning of December. And they're still going...
This is apparent in the sheer number of emails I receive from retailers. However, rather than delete them, I've decided to study them in more detail to see which brands are doing this well.
Everyone knows that click and collect is a hugely popular delivery option among shoppers, but it seems that some retailers have failed to adequately prepare for the Christmas rush.
Tesco has already suffered a fulfilment disaster after failing to deliver loads of Black Friday click and collect orders on time.
Argos has fundamentally altered its business model in the past two years to give it a renewed focus on digital and stronger prospects for future growth.
To become a digital business the retailer implemented a five-year transformation strategy that focused on engaging customers through new digital channels, having more choice available faster, broader customer appeal, and a lean and flexible cost base.
This year, thanks to the greater promotion from retailers, Black Friday seems to have taken hold in earnest in the UK.
The scenes from 24 hour Tesco and Sainsbury's stores suggest that retailers didn't realise Black Friday was going to be so popular, and the websites of some big names have also struggled to cope.
Black Friday is nearly upon us, and interest in the annual shopping splurge appears to be taking hold in the UK... sort of.
In the US it makes sense as Black Friday always coincides with the day after Thanksgiving, but on these shores it all feels a bit forced.
Why should we care about a shopping event that coincides with a public holiday that means nothing in the UK?