Days with huge sales spikes have been fraught with issues for retailers who have been caught unawares. Customers don’t just want great deals, they want great experiences. And in today’s ultra-competitive environment, they need great experiences to keep them coming back, as problems like these can cause serious damage to brands.
This means that it’s imperative for retailers to have a stable e-commerce platform that will support a big jump in traffic, and a network that can react to a big jump in orders shipped. In this way, retailers can offer customers not just the best deals, but the best shopping experiences, and really maximise their slice of the Black Friday and Cyber Monday pie.
Asif Khetani is director of e-commerce at BT Expedite
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