Nobody likes Black Friday. This is a terrible shopping experience. Still, people have been shopping for years this day in order to take advantage of the good deals. With the raise of e-commerce giants like Amazon, many customers now stay at home and prefer shopping from their computers. For this reason, traditional off-line retailers have to innovate in order to give new reasons to customers to come in store and make their shopping experience more efficient.
Companies like Macy’s or Walmart have been testing new promotional operations. For instance, every 5 minutes, Macy’s was releasing exclusive deals to its customers in store through the app. Only them could take advantage of them. Walmart was also sending indications about the exact location of the good deals so that people could easily find them in a store layout which is often modified for the occasion. Some malls also released apps in order to let people know where they could find a parking space available. This article from the New York Times give plenty of good examples of how retailers try to use digital marketing through mobile to fight against e-commerce pure players.
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