2020 Gives Black Friday the Boot: Cyber Monday Rules on Desktop
WFH Shoppers Add to Cart on Desktop for a record Cyber Monday
This year has been like no other when it comes to online shopping. Mass retailers have seen sales surge, Amazon alone has added over 400,000 employees in 10 months to accommodate customer demands during the pandemic. And our favorite online shopping day of the year, Cyber Monday, as broken records in 2020. According to Adobe Analytics data consumers spent a record $10.8B this year on Cyber Monday, the biggest online shopping day in the USA—ever.
This should come as no surprise, as COVID-19 has accelerated the digital transformation for many businesses and pushed even more shoppers online. One major change this year – a stark increase in desktop transactions, likely from shoppers working from home during the pandemic. Specifically, in 2020 61% of goMoxie engagements occurred on desktops over the Thanksgiving weekend, almost a 50% increase from the past two shopping seasons.
How will digital acceleration and remote work affect other holidays in 2021, like Valentine’s, Mother’s Day, Father’s Day and more? We imagine shoppers will continue to prefer digital over storefront, curbside over inside and live chat over in-person conversations. Here are 4 tips to help your customer experience, customer service and contact center teams prepare for the new normal of digital shoppers:
1. Review previous digital trends and contact center data during spikes
In a goMoxie retail survey, consumers reported to have encountered the following issues: difficulty navigating (43%), error messages (36%) and login issues (22%). Address these fundamental areas shoppers struggle with first. Then investigate your analytics not just before and after the busy period, but also during to see where your particular customers may be struggling. What’s the pattern you see when surges happen on your site? Is there a common question being asked? Is a common issue causing customer’s pain? Did you have ample staff, licenses, and interaction rules in place? It’s important to learn from past data.
During busy times, many businesses lose track of lessons learned and areas for improvement. Do you continually back burner the review of data? Consider investing in AI technology that understand the topics and locations of struggle, gives visibility into where and when a customer “breaks down” in the journey and provides the tools to eliminate future breakdowns with digital guidance.
2. Put the right information at your agents’ fingertips
Make sure your frontline staff is aware of the promotions that you are running, not only during Black Friday and Cyber Monday but year-round. Comprehensive internal communications are key to maximizing the influx of inquires you will receive as traffic surges on your site. Update your response templates to ensure agents can speak confidently about promotions. Cross training is also critical–you need your staff to be interchangeable and knowledgeable in every area. Proactively prepare for the barrage of questions reps will likely receive.
3. Avoid customer struggle by anticipating it
A recent goMoxie retail shopping survey found that 40% of consumers recently struggled to transact online with a retailer. When struggle happens, 62% of consumers will abandon the shopping experience and most are likely to turn to your competition to meet their needs.
Instead, consider using consumer’s preferred digital channels: email and live chat. Optimize these interaction channels by being proactive when you detect customer struggle. Offering live chat or email assistance based on urgency and need.
4. Save your customers (and agents) valuable time on predicable questions
Digital guidance offers the proactive assistance consumers expect without the need to involve an agent for repetitive inquiries. Use guidance to offer qualified customers a valid coupon code when an expired code fails or to guide customers to reset their password to avoid lockout and an unnecessary contact. Proactively explain curbside pickup and next day shipping options during shopping sessions. By being proactive and clear with customers before they need to contact you, retailers can keep customer engaged in the purchase path.
With the likely continued reliance on eCommerce for many shoppers, it’s time to get serious about CX and holiday shopping surges. Retailers must prepare for and take advantage of these ongoing traffic surges or risk losing out on those flocking to digital channels.