All that being said, our biggest stores are at least trying to make the shopping experience more safe and less of a hassle. Take Walmart for example. They have implemented a pre-planning system through their iPhone/iPad application. By having users pre-plan their shopping route, helping them locate only the items they need or want in conjunction with their Black Friday specific shopping flyer that indicates all the specials, as well as giving them the opportunity to customise the experience to their local store, they were able to alleviate a good amount of lines and other safety hazards. It seems like marketing gold: one store, any item you can think of, tons of sales, easy to find, well marked, technologically savvy, and of course, lots of parking.
Although Walmart was very strategic in integrating their technology with a shopping design that makes shoppers think Walmart has their best interests in mind (“way$ 2 $ave” - the campaign slogan), there are still other ways to come out on top during the mass shopping event. You can also get lucky enough that your competitors didn’t treat Black Friday like the major release date it should be. Here is where Apple found success - repositioning their competitors. Because of their recent release of the iPhone 6 and 6+, in addition to their new iPad Air 2’s, they were the technology favourites for the night. According to news reports (Source: The Street), Samsung and Google just weren’t on their game with innovation releases for all the eager spenders.
So, Australia…what will Boxing Day look like this year? Will we be seeing any maps integrated with sale information as well as specific item location? Will we see lines out the door and media coverage of all the jolly holiday people? Whatever the case is, watch out for those sneaky sales that look too good to be true, and make sure you stock up on all your holiday gifts for next year!
Current student in the Master of Marketing program at the University of Sydney Business School