SPOTTED THIS WEEK:

Has Black Friday lost its draw with consumers? Well, it certainly looked different in the UK this year, although there was still plenty of shopping going on. Consumers just opted to avoid the high street and shop from the comfort of their screens. Sales rose by 8%, whereas in store traffic dropped by 3.6% – proving that online is king. Here’s a round up of the different ways e-commerce giants drew shoppers last Friday.

Amazon’s Home of Black Friday

Amazon is the clear e-commerce winner in both the UK and the US. It accounts for so many holiday season transactions that the company adds an extra 20,000 staff (in the UK alone) to cope with fulfilment in the run up to Christmas. However, this didn’t stop Amazon from opening a pop-up shop in London to give customers a different kind of in-store experience. The Home of Black Friday displayed a curated selection of Amazon’s best-selling products in different “rooms” like those you’d find in a house. Customers could interact with the products but not actually purchase them. Instead items could be scanned with a QR code and be added to your Amazon basket. As consumers show no signs of giving up internet shopping, physical retail is gradually changing to create more experience-based stores.


Relax with MewTube

Relax with MewTube

You know it. I know it. We all know it. Cat videos are still very popular on YouTube, which is why Argos decided to add a special feature to its website during Black Friday. MewTube, a livestream of kittens playing in a room containing popular Argos items, could be viewed from the brand’s website entertaining customers as they shopped. While the idea may not have a high impact on sales it does create something memorable for shoppers during this typically “noisy” time of year.


ASOS Snaps

ASOS Snaps

Creating the best possible mobile experience for its customers has led to ASOS making 58% of its sales through its app. It’s no surprise then that the brand turned to Snapchat’s latest advertising feature, Promoted Stories, to reach the growing number of Snapchat users in the UK. The Black Friday campaign featured a string of short-form videos featuring festive fashion to engage audiences and get them to shop from their mobile.

The Most Exclusive Collection

Black Friday ads tend to use urgency messaging but the effect can be lost on shoppers. However, fashion retailer OOX used YouTube’s 15s pre-roll ads to create a real sense of urgency. When viewers saw an ad for a discounted high fashion item they only had 15s to click the ad, in order to make a purchase. Going to YOOX’s regular website was no good – the items were exclusively for viewers who acted fast and clicked on that ad at that time.