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Tips for Staying Safe and Seeing Green on Black Friday

Don’t be surprised if Black Friday looks different this year. At the same time, it is the holiday season and people around the world, after mainly staying at home for months on end, are eager for a reason to get out and experience something new, something that feels normal again. And luckily, there are many opportunities for retailers, particularly independent retailers, to create a safe, positive holiday shopping experience during the pandemic.

COVID-19 is certainly testing retail in general right now. While some retailers are seeing a profitable 2020, many are exploring new ways to bring shoppers into stores and to their websites. Catering to crowds with safety concerns is bound to be the trend this holiday season, but there are still ways to adapt and prepare for a successful Black Friday.

For starters, technology can be your best ally, so if you already have contactless technology in your stores, maximize it. Tap-n-go credit cards, mobile wallet capabilities, buy online/pick up in-store (BOPIS), curbside pickup and a well-working ecommerce platform are all appealing methods that help shoppers feel relaxed about the safety of your stores.

But if you don’t have contactless technology, don’t worry. There are other ways to make the best of the upcoming season.

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Observe Your Consumers

Now is the time to use your observation skills to understand what your customers value the most when they shop in your store. Are there particular displays that get the most foot traffic? How do they interact with your merchandise — are people touching or just looking before they decide to buy? Are they keeping their distance from other people? How long do they typically stay in your store? Answering these questions (and others) can go a long way in helping you understand your customer needs. That way, you can create an ideal customer journey, one that helps you avoid making any mistakes from previous years.

It’s also a good idea to simply ask your customers about their preferences, and asking them questions isn’t anything new. For years you’ve likely been asking them “What brings you in today?” and “What can we help you find?” As you prepare for this holiday season, you’ll want to add a few more, like “How safe do you feel shopping in my store?” “Do you think we’ve done enough to maintain social distancing and make you feel safe?” and “What safety measures are you expecting when you shop in a store?” Really listen to and observe your customers and make necessary changes and improvements as soon as possible.

Make Changes and Create an Attractive Atmosphere

Every year getting ready for Black Friday can be daunting, and this year is no exception. Knowing what you need to do differently on top of the usuals (like figuring out discount prices and choosing which products to push) is the first step.

Focus on process change, the flow of your store and self-service capabilities. Consumers are heading to self-checkout more, so make sure to adjust for bigger basket sizes and older generations. The need to touch the self-checkout screen can be reduced dramatically. Check if and how this can be done with your system. Keep in mind that while your customers want to shop somewhere that makes safety and cleanliness a priority, they also want their experience to be enjoyable, intuitive and easy.

Here’s a list of things you’ll likely need to put in place:

  • Signage with mask instructions (how and when they need to be worn), the number of people allowed in the store at any given time and a notice if you’ll be taking temperatures.
  • Update your website, social media and mobile ecommerce apps with any information about changes you’ve made, how you’re adhering to safety regulations and highlighting any discounts or fun holiday promotions you’re offering.
  • Get ahead of your staffing needs; hire more people if needed and get everyone trained.
  • Change your store’s flow to meet the CDC guidelines for space between people, particularly in your payment line queue.
  • As much as possible, use technologies and staff solutions to enable self-service (if you don’t have a POS system that accepts mobile payments, for example, your employees can wear gloves and pass the card reader to customers so they can insert or swipe their cards themselves).
  • Create a cleaning and sanitizing plan for your merchandise and all the areas in your store, and assign specific duties to your employees who will help you cover all the bases.
  • Send out digital coupons and promotions to your customers, if possible — and consider adding a line of text about your safer shopping options.  

When you have the basics in place, focus on creating the most inviting and memorable shopping experience possible. It’s the holidays and people are craving at least some festivities; shopping at your store might be one of a handful of holiday experiences people will allow themselves to enjoy. So break out the decorations and make your window displays unique and inviting. After they’ve shopped and paid and are ready to leave, give them a small token of holiday cheer, like a coupon for their next purchase or gift cards for stocking stuffers and the like.

Simply Put: Make the Experience Both Good and Safe

Thankfully, there’s still time to prepare and adjust to the new “Black Friday.” Contactless technology can be a good bet, but with the holidays fast approaching, implementation on those technologies can be slow. So instead, go with what you know you can accomplish today. Observing your customers and getting feedback from them can help you make it a more memorable holiday experience.

Additionally, use this year’s learnings to assess what technologies and services you should offer next year. What used to be a “nice to have” can turn into a “must have” as shopping behavior changes. By looking at shopping experiences from the lens of your consumer, you’re bound to see green this Black Friday and beyond.


David Wilkinson is the President and General Manager for Retail at NCR Corp., where he is responsible for creating and executing NCR’s overall vision and strategy for the retail industry. He is focused on helping retailers thrive and deliver on their brand promise in a digital-first world by leveraging NCR’s unique software, hardware and services capabilities.

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