A consistent omnichannel experience has never been more important for brands than it is this Black Friday

In-store shopping may be back versus last year, but consumers are looking for brands to meet them in an omnichannel way. Today’s customer wants to shop across multiple platforms, in-person, online and via an app or voice assistant (think Alexa, or Hey Google!) and they want that experience to feel social and personal. Providing consumers with numerous channels allows them to pick the approach that’s most convenient to them at the time. A consistent omnichannel experience has never been more important for brands than it is this Black Friday.

This Black Friday, brands will get what they give – it’s all about the offers and hot deals. Brands should focus on building customer loyalty through exclusive offers in Apps for both existing customers and first-time shoppers, as well as targeted, timely offers, running uniquely in-store or online. Some consumers prefer to see an offer in their News Feed or receive it via an influencer, carrying out the purchase without ever needing to leave the comfort of their sofa.

Others still love the hustle and bustle of the high street experience – snapping up bargains and browsing for gifts. What will be important is that brands think about both – online and instore – this Black Friday.