It's here! Black Friday spreads far beyond its 'Friday' namesake. With consumers expecting more from the annual discount period, here are our top tips for a successful sale:
Black Friday is a phenomenon from the USA that became part of the UK commerce calendar for the first time just a few years ago. Since then, the discount day has evolved to cover shallower offers over a longer period (often dubbed “Black Five-Days”).
At Ecom Expo London 2017 Raja Ray, Director of Products and Solutions at Verifone, recalled that 5 years ago Black Friday was unknown in England. The first few years retailers were battered by unprecedented demand, leading to crashed websites and detrimental logistic failures. Since then businesses have become organised but still struggle from the headache of the unpredictability that is Black Friday.
eCommerce Expo London is an exciting event showcasing the best of "the now, the new and the not yet of eCommerce technology". This year the expo was boasting new theatres including the Conversion Optimisation Theatre, Payment & Fulfilment Theatre, Customer Insights Theatre, and The Lab so we decided to travel down and join the eCommerce conversation in London.