As the digital era progresses, it seems as if online communication is the norm, while face-to-face communication becomes an awkward experience. People tend to prefer a text message than a direct phone call. People would rather receive an e-mail than talk face-to-face. The digital obsession with technological advancements greatly impacts the marketing realm and as the biggest shopping day of the year, Black Friday, quickly approaches, maybe marketers should shift their efforts to promoting online sales instead of traditional in-store commerce.
I have worked in retail for five years and although many people look forward to waking up early the morning following Thanksgiving to spend all of their money, I am different. Something about working Black Friday develops a strong hatred for the national frenzy. There's nothing like a middle-aged women arguing with me because her Lego toy is ringing up $29.99 and not $24.99, as if it's my fault the registers are not working. Anyways, at some point prior to Black Friday, shoppers decide which stores they are willing to wait outside in the freezing cold just for some deals on Christmas presents. This where the marketers come in. Television commercials, radio commercials, e-mail marketing, postcards, magazine advertisements all come into play with the hopes on influencing you to go to their store on Black Friday. But, the way in which consumers purchase products as evolved. This means that the marketing world needs to evolve as well.
Criteo, a company that works with Internet retailers to serve personalized online display advertisements to consumers that have previously visited the advertiser's website, has measured the usage of online shopping via smartphones and tablets over the past year. It was found that online sales from mass retailers on Black Friday 2014 were 275 percent higher than non-holiday periods. These numbers are astonishing and marketers should realize that consumers are becoming loyal online consumers.
Speaking for myself as a consumer, I prefer online. I feel as though this is slowly developing into the norm. Years ago retail stores would open at 5:00 a.m., while now they are opening at midnight. Many people do not enjoy waiting outside in the cold, so why not stay warm inside and get the same great deals online? This is an avenue retailers should consider marketing to consumers. As the years go on and our world becomes more and more technologically advanced, the marketing world has to keep evolving. Marketers must begin to promote online shopping because of convenience, no waiting in line, etc.
Having worked five Black Friday's I can see why consumers may prefer to shop online. The chaos can be too much. From a consumer's perspective, I'd rather shop online, and I think marketers should begin catering their advertising efforts towards online shopping.
No comments:
Post a Comment