Black Friday is upon us and consumers are already facing a barrage of deals and special offers as retailers strive to make the most of the global pre-Christmas sales event. So great is its appeal, that Amazon launched its sales event one week early – hoping to gain a chunk of the £6bn expected to be spent online this year, writes David Gosen (pictured below), GM EMEA at Sizmek, exclusively for RetailTechNews.

Despite what will undoubtedly be an epic few days of shopping and sales for retailers, a recent UK consumer survey conducted by Harris24 on behalf of Sizmek, shows a surprising result when it comes to the behaviour of consumers on Black Friday. Out of those interviewed, less than 1-in-10 (9%) said they alter their regular shopping habits on the day itself. Couple this with scenes of shoppers battling to buy the last in stock of their favourite gadget or goods, and Black Friday could have a crisis on its hands.

From personalisation to profit

On the plus side, the survey shows that reaching audiences online with more relevant messages could hold the answer to winning them over on Black Friday, begging the question: "Is personalisation more important than promotions or price?"

David Gosen, GM EMEA, Sizmek

Almost half of those surveyed (49%) said they would be more likely to engage with a digital ad for a Black Friday deal if it was personalised to their preferences, featuring brands or products they are interested in. This figure rose to 73% among those aged between 18 and 34. So, it’s clear brands can reach somewhat skeptical shoppers who aren’t convinced by discounts, or prefer to shop from the comfort of their home, as long as they focus on the individual consumer, creative, and context in which they’re delivering an ad rather than solely on price. Fortunately, when it comes to online advertising, this is now possible. With AI-powered, predictive technology, brands can finally utilise oceans of data at their disposal – finding consumers who display similar patterns and preferences before serving meaningful adverts, all at an unprecedented speed and scale.

Contextual relevance is also important for engaging audiences, with 70% of 18 to 34-year olds reporting they would be more likely to engage with an ad that was tailored to where they are at a given moment in time. Location targeting allows retailers to bridge the gap between the online and offline worlds by informing shoppers about offers and stock levels in their local stores, and also allows them to adapt their messaging to real-world events, such as the weather. Just one more example of how personalising an ad to the individual viewing it can lead to a click and a purchase. 

Real time campaign optimisation

Although Black Friday now stretches beyond 24 hours to span an entire week-long sales extravaganza, retailers still have a limited window in which to reach shoppers and convince them to buy. For this reason, it is especially important for brands to optimise their digital campaigns based on real-time performance data, and continually adjust their creative and messaging to achieve the best outcome. DCO (Dynamic Creative Optimisation) allows retailers to continually measure the impact of their campaigns and optimise them in an instant. Ads can be updated to reflect changing offers based on the individual who is viewing them, and deals that aren’t gaining traction can be quickly altered to improve results.

UK consumers are far from turning their backs on Black Friday deals, which continue to be a great way to bag a pre-Christmas bargain. Twenty-five percent of survey respondents said they still believe it’s a great time to buy products more cheaply than usual, and The Times on Saturday reported consumers will spend £1.8 million every minute on deals this year. Interest is clearly not fading.

Having said this, with masses of competition on the market all vying for consumers’ attention and the rise of online shopping, retailers need to take a smarter approach to organising, analysing, and implementing data, and engage consumers with the right creative at the perfect moment. Despite its name, Black Friday is more of a golden opportunity for brands that implement the right technology to reach and effectively communicate with these consumers at speed, scale, and in real time. Amid myriad discounts and promotions, companies that deliver relevant ads will entice and convert consumers who have retreated indoors to avoid the crowds, and win back any reluctant shoppers who value a more personal approach.