Black FridayExperience Optimisation

SYSTEM BUILD

SYSTEM DESIGN

PROJECT DELIVERANCE ANDAPPLICATION SUPPORT

CONSULTING

ENTERPRISE ARCHITECTURE

UX DESIGN

• Technical delivery• Quality assurance• Deployment management

• Functional Specifications• Detailed Design Documents• Object lifecycles

• Platform selection & Strategy• Feature roadmap review• Process improvement• Digital transformation

• Complex system integration• Systems roles & responsibilities• NFRs

• Governance• Project management• Methodology & tracking• 24/7 Severity 1

• Design brief creation• Persona testing• Asset creation• UX assessment

SOCIAL

ECOMMERCE

PAID MEDIA

CONVERSION RATE OPTIMISATION

WEB DEVELOPMENT

SEO

CASE STUDIES

Kevin Murray, eCommerce & Technology Director, Greenlight Digital

Experience: Director of development & delivery at award winning eCommerce specialist

• Recognised as a market leading professional by client and platform providers

• Involved on & led over 30+ eCommerce projects for 20+ brands / organisations.

• Provides assurance on all projects.• Expert in Demandware and hybris

TUI Monsoon BunzlO2

Phones4u Long Tall Sally Glasses DirectOffice

LK Bennett Iceland 3 MobileCostco

Kevin leads Greenlight’s Ecommerce growth, develops the resources and oversees project scope, design and delivery

Liberty Thomas Pink Pret A MangerMaplin

So what do we know already?

•We are going to get a lot more traffic!

•We need more infrastructure capacity on the site!

•We need to be prepared and as early as possible!

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What else do we know?Are our regular

shoppers coming?

What is the journey profile on Black Friday?

Do we offer an “expected” Black Friday experience?

Who is your target market on Black Friday?

Loyal Customer Bargain Hunter

Should Retailers strive for “less is more” on Black Friday?

Reduce

• Range• Categories• Products

Reduce

• Time spent browsing• Site Search Optimisation (SSO)• Alternative Navigation

Reduce

• Time spent checking-out• Single click checkout• Reduce complexity and options

Increase site throughput

More focused Customer Journey

CRO focused at the event instead of customer

Why less range?• 65% of Retailers Planning

Promotions while 47% Shoppers Planning to Purchase

• Focus merchandising and enrichment effort on what MOST people are coming to buy

• Curating for Black Friday• Gift guides• Guided selling

Why reduce browsing time?

• Maximise your system resources on what is important for that period

• Look at Site Search Optimisation – use of site search goes up 50% during Black Friday

• Alternative Navigation such as Gift Finder

Why reduce checkout time?• Usually a standard goal of any

retail site – yet still a common pitfall.• Between midnight Thursday and

midnight Monday only 24.95% of people who started buying something online completed the purchasing process. Reasons shoppers don’t complete online purchases include slow, faulty or complicated checkouts.• Single click for that day based on

some business rules? (Fraud, C&C, Velocity, Value)

Other considerations

• Personalisation – maybe turn it off for that day?

• Don’t forget the mobile experience

• Easy reverting back to normal

• It’s not just about 1 day – how about a 5 day event!

Your Black Friday Architecture

• It’s not just hosting and site capacity!

• Take a holistic view• Focused merchandising• Site feature relevance review• Optimised experience for the event• Hosting and capacity still has a place

Platform should make doing these things easy – but if not…

thanksTHANK YOU