Retail Observer

RETAILOBSERVER.COM FEBRUARY 2023 48 B ear with us as we flash back to Black Friday 2022 – that weekend was a unique holiday for all retailers, and it told us a lot about how much the retail shopping experience has evolved in the post-COVID era. Consumers showed they were willing to get back to shopping in-store, which was great. But they're coming back to in-person shopping with a higher degree of knowledge, thanks to the research they are now able to do more comfortably than ever online. The data show that consumers did significant research going into the actual Black Friday holiday weekend. While 52 percent of consumers said they started shopping earlier this year, there were still plenty of transactions to be had. More important, thanks to all the early research on where they wanted to visit, consumers visited stores but kept an open mind about what they wanted to buy. Let's shift our attention from the retail industry as a whole and focus on what we've learned about the independent channel. How did Nationwide dealers compare to the industry? Diving into our PriMetrix data, Nationwide dealers saw a similar buying pattern, as almost 25 percent of dealers' sales for the month of November occurred between Black Friday and Cyber Monday. When we also look at pageviews on our Members' websites, there was a significant increase in activity over the holiday weekend compared to the rest of the month. What does this tell us? And why are we considering these two data points in particular? We know that consumers are doing their research online before coming into our stores. So it's imperative, as a local retailer in today's environment, that your marketing efforts are tidied-up. You have to be telling a consistent, compelling message that translates from your digital ads into the in-store experience. Today's consumers are savvy, and the decision to walk into your store is made long before they've left the couch. During the Black Friday promotional period we looked hard at how all retailers were advertising appliances. Some retailers were more successful than others at telling their story and convincing consumers why they should buy from them. The top performers utilized web banners and product pages that clearly and concisely displayed buying options, savings opportunities and the delivery story. Those campaigns rose above the generic stories others told. All indications are that the retailers who delivered a clear and easily digested message ultimately won the holiday. If there's a takeaway from Black Friday, it's that consumers aren't looking to shop at a store just because they have inventory on hand. Rather, they want the best experience, and they want to know that their dollars are going to be well spent. Dealers will have to fight for those consumers, and they can win the battle by telling a quality, consistent story, online and in-store. Henry Farley Appliance Trends Henry Farley, Sr. Merchant, Appliances Nationwide Marketing Group RO CONSISTENCY IS KING Marketing your appliance business

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