Best Practice

Lessons from Black Friday Best Practice Guide

By Econsultancy,

The new Lessons from Black Friday report will consider the latest trends and statistics from Black Friday 2017 and highlight the key challenges that retailers should be aware of for 2018.

The shifts in shopping behaviour, the dominance of mobile and the promotions strategy behind the shopping event will all be discussed in the report.

This guide features insights from a team of industry experts including:

·         Dave Anderson, Digital Performance Expert, Dynatrace

·         Melissa Campanelli, Editor in Chief, Total Retail

·         Matt Curry, Head of Ecommerce, Lovehoney

·         Sarah Dawson, Head of Marketing and Ecommerce, Astrid & Miyu

·         Al Keck, Managing Director, Infinity Nation

·         Peter Markey, Marketing Director, TSB

·         Stuart McMillan, Deputy Head of Ecommerce, Schuh

·         Patrick Munden, Global Head of Retail and Marketing, Salmon

·         Dominic Starkey, UK Marketing Director, AO.com

·         Bhavesh Unadkat, Principal Retail Consultant, Capgemini Consulting

·         James Webster, Head of Managed Services, Salmon

·         Paul Winsor, Director of Market Development, Retail and Services, Qlik

Contributing Authors


Table of contents

1. Introduction

  • Methodology
  • Executive summary
  • About Econsultancy

2. Notable trends for Black Friday 2017

3. The dominance of mobile

4. The key challenges that retailers face

5. Taking a considered approach towards the discounts offered

6. Building an effective promotions strategy

7. 10 lessons for Black Friday 2018

8. Conclusion

Downloads

  • Pdf Disabled Lessons from Black Friday (507 KB PDF)
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