Add real value to customers’ shopping bags

In the same way that they stretched the Christmas season all the way back to July, big box retailers like Home Depot, Target, and Walmart have expanded the idea of Black Friday to encompass an entire month. 

“Black November” is the latest solution for retailers that seem to have nothing else up their sleeves to attract and retain holiday customers.

The pandemic’s effect on retail leaves me wondering what type of virtual and non-virtual experiences will still enable customers to bond with brands. Retailers must create unique, ownable experiences to develop long-term relationships with customers, especially during the chaos of the holidays.

One solution that brick-and-mortar stores use with online potential is creating scarcity with exclusive seasonal access to certain goods.

I can think of one retailer who is nailing this strategy both online and in-store, and that’s one of my favorite shoe sources: Nordstrom. The moment you walk through the doors, you are greeted with a pop-up shop featuring high-valued brands like Stella, Dot, Glossier, and Fjallraven Kanken. Exposing new brands to regular shoppers while creating value through brand partnerships is a total win-win. Plus, shoes!

2020 has been an unexpected and challenging year for all brands, and the holiday season will probably follow suit. Every brand’s experience begins with the very first touchpoint, so every brand must ensure they use their values and beliefs as a magnet from the moment they make contact. 

“Black November” is not a solution for people that need a break. Brands that provide a little respite during the holidays with compelling promotions and well-defined policies around customer safety will thrive during this time.