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Articles October 7, 2020

Are you prepared for more online shoppers this holiday season?

Bree Basham Jon Bradway
Authors
Bree Basham, Jon Bradway

For retailers, from those that sell major appliances and technology gadgets to those that sell clothing and accessories, the holidays can be crucial, often representing a significant portion of revenue. But the COVID-19 pandemic has created many disruptions – among them, the need for many to spend more time at home and away from stores. So what does this mean for retailers this holiday season?

CapTech asked US consumers about their shopping habits on Black Friday last year, and how they anticipated shopping this year in the midst of the pandemic. We found that two thirds of consumers shopped on Black Friday in 2019, and roughly the same amount plan to shop on Black Friday this year. But far fewer plan to shop in store, and many more shoppers plan to shop exclusively online.

This isn’t surprising. Many consumers are reluctant to wait in long lines or rush into a crowded Big Box; they prefer to shop from the comfort of their own home. And we anticipate this won’t just be on Black Friday – it will likely last throughout the 2020 Holiday Season.

Adapting To The Need

How can retailers respond to these changing need and preferences and, most importantly, create a desirable customer experience? Retailers should leverage technology to create engagement and drive sales this season. In this article, CapTech offers four tech-savvy suggestions for retailers – creating a virtual shopping experience using AR and VR, gamifying online shopping to simulate the competition shoppers often experience getting the best deals, experimenting with curbside pick-up and delivery options, and using appointment scheduling apps to create a safer environment for those who choose to shop in store.

No doubt it will be a very different year. But by enhancing the customer’s digital experience will likely make for a much happier holiday season.

Jon Bradway

Jon Bradway

Principal, Sports & Media

As lead of CapTech's sports practice, Jon partners with leagues, media companies, and technology firms to create the next generation of competition and fan experience.

Bree Basham

Bree Basham

Principal, Go-to-Market & Growth Strategy

As Principal of CapTech’s Go-to-Market & Growth Strategy, Bree Basham leads our efforts to shape how we bring services, solutions, and stories to market—accelerating growth and deepening client impact. Drawing on a career that spans strategy, customer experience, and marketing, Bree brings a rare blend of creative vision and strategic discipline to CapTech’s growth initiatives.

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