What exactly happened at Cyber ​​Week in 2021?Analyze the trends of IBM supply chain and blockchain blogs for the biggest shopping week of the year


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During Cyber ​​Week, the chaos in the supply chain did not deter holiday shoppers, but it did change shopping patterns and some long-standing holiday shopping traditions.

Black Thursday disappeared…

In recent years, with the growth of Black Friday, steep discounts and increased customer demand have prompted stores to open earlier and earlier, until finally they technically opened on the eve of Thanksgiving, creating “Black Thursday.”But thanks to the pandemic and the rise of COVID variants, Thanksgiving shopping saw A sharp declineAfter the #OptOutside campaign, many big brands such as Kohl’s, Wal-Mart and Home Depot chose to close their stores on Thanksgiving Created by REIAlthough the physical store welcomed 66 million customers on Black Friday, in-store sales fell to 15-year lowAt the same time, online shopping Continue to grow, Some merchants’ Black Friday online sales increased by 22% over last year.

Cyber ​​Monday has grown…

Cyber ​​Monday stems from the trend of employees returning to the office after the Thanksgiving holiday and shopping online at a faster Internet speed than the home network. Now, with the ubiquity of the Internet and millions of people still working from home, “Cyber ​​Monday” has evolved into “Cyber ​​Week” and is quickly becoming a longer online November. This year, due to expected inventory shortages, people have been worried about missing discounted products, which has prompted consumers to start holiday shopping earlier than usual.Saw it in october Online sales increased by 10.2% November followed closely with an increase of 9%. There is no access control transaction and limited supply of supporting prices, Average price is 11% higher Than 2020.

Although customers expect faster…

The pandemic has changed the way shoppers buy and receive merchandise. IHL 2021 Order Management Market Research Report A 4.5-fold acceleration is proposed in the timetable for the deployment of new customer journeys: purchase online in-store pickup (BOPIS), same-day delivery, and curbside pickup. These are now widespread and permanently adopted retail fixtures. IDC report 58.9% of consumers said that if BOPIS is not provided, they might choose another retailer. Merchants quickly unify their online storefronts with physical stores, and they can now provide customers with more detailed information about product availability, location, and shipping costs.The company is developing innovative models to reach customers, such as fulfillment from a well-stocked store as a small distribution center, or cooperating with their partners for out-of-stock direct sales, as we saw earlier this year The Very Group cooperates with Adidas and Rebook Used for D2C distribution.

And retailers to provide innovative ideas

Wal-Mart has been an early adopter of the new digital plan and tested 15 online shopping events this year, including the first live-shopping event held in partnership with Twitter during Network Week.this “Sunday Internet Discount” The event attracted shoppers, and the celebrity musician Jason Derulo served as the host.

Twitter is new to e-commerce and is currently testing various initiatives in the market. Forecasts for the future of integrated shopping see the growth of mobile, virtual assistant and live shopping channels. Affected by inventory restrictions and concerns that loyal customers will not be able to buy sneakers, Nike creates new hype By limiting their very popular Air Force 1 sneakers to two online orders per person, it will light up social media for avid sneaker lovers.

During Cyber ​​Week 2021, although some companies require corporate employees Volunteer on shift At retail locations, many companies have cleverly solved the problem of staff shortages, thereby increasing sales and optimizing orders directly to the store to alleviate the pressure on the warehouse with insufficient staff.

How businesses prepare for 2022:

Smart, transparent and flexible It is the cornerstone of the future retail industry.

  1. Reshaping supply chain management — Build smart workflows, improve company agility, and integrate smart order scheduling to build a modern supply chain.
  2. Notify customers -Embrace information transparency. Customers expect and want to know as much as possible about product locations, cost comparisons, expected delivery dates, and accurate available inventory.
  3. Flexible order operation — Use adaptable and scalable technologies to connect, automate, and optimize the order, commitment, and inventory visibility process to maximize omni-channel customer engagement and responsiveness to market changes.

This year is full of challenges, but we have seen the overall positive results of Cyber ​​Week, longer shopping time and enhanced shopping activities. Our technology supports unified commerce, where integrated online and in-store experiences provide a seamless customer journey. Is it time to synthesize Black Friday in physical stores into Cyber ​​Monday for online shopping?Maybe this is the arrival of black November Jerry Shelton’s prediction of international humanitarian law — Or dominated by e-commerce, Network November. Maybe now is the time to consider a new holiday shopping tradition.

Learn more about changing consumer behavior and the next step in retail Visit IBM on NRF It will be held in New York City from January 16, 2022. I wish you a happy shopping and a happy holiday!

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