Customer Experience 2021 Banner

Black Friday 2020 was impacted by the second lockdown in England, leading to a huge surge in online ordering right across November.

Now, as the pandemic restrictions appear to be nearing an end, the peak trading period is coming into focus once again. At this two-day virtual event, we’ll consider plans for Black Friday and peak, looking at insight around launch dates, discounting patterns, the types of campaigns retailers run and our expectations for peak trading in 2021.

Register for IMRG Virtual Data Summit 2021 >

 

Agenda

09:30 - 09:40: What were the sales patterns from Black Friday 2020? - Matthew Walsh, Director of Data and Retail, IMRG


Which categories recorded the strongest demand, and how was the sales growth distributed across the various types of retailer?




09:40 - 10:05: Session TBC


10:05 - 10:25: Panel: Insight to inform your Black Friday campaigns


  • How did retailers build successful campaigns in 2020?
  • Which elements stood out best?
  • How should they approach their 2021 campaigns?

10:25 - 10:35: Session TBC

10:35 - 10:45: Learnings from Black Friday 2020 – information and countdown clocks - Andy Mulcahy, Strategy and Insight Director, IMRG


What impact did the various types of messaging on retail sites have on conversion and spend, and to what extent does using urgency messaging (such as countdown clocks) boost it?




10:45 - 10:55: Session TBC

10:55 - 11:05: Learnings from Black Friday 2020 – environmental messaging - Andy Mulcahy, Strategy and Insight Director, IMRG


For the past two years IMRG have tracked the number of retailers using environmental / sustainability messaging (such as ‘Green Friday) for their campaigns. How have the number of participating retailers grown, and does it have any impact on sales growth?




11:05 - 11:15: Session TBC


11:15 - 11:30: Retail Keynote - Victoria James, Senior Online Trading Manager, Boux Avenue




11:30 - 11:40: Insight from Capgemini




11:40 - 12:00: Panel: Achieving operational efficiency during peak trading - Callum Campbell, CEO at Linnworks, other panellists TBC.


  • What areas of the site experience should retailers focus on?
  • Are we better equipped to handle peak volumes logistically following the pandemic?
  • What about the post-purchase customer experience?



12:00 - 12:10: How has the share of spend across Black Friday week changed? - Matthew Walsh, Director of Data and Retail, IMRG


Looking at the past few years, how has the share of sales fallen across the weeks of November, and the days of Black Friday week itself? How will that change in 2021?



09:30 - 09:40: Are discount rates getting bigger or smaller? - Andy Mulcahy, Strategy and Insight Director, IMRG


How did the rate of discount offered by retailers change between 2019 and 2020, and how does that vary by type of discount (site-wide, up-to a certain percentage etc)?




09:40 - 10:05: Session TBC


10:05 - 10:25: Panel: How should retailers use their stores during Black Friday?


  • How will the offline and online balance resettle?
  • Should retailers look to drive footfall?
  • Should they primarily use stores for fulfilment purposes instead?

10:25 - 10:35: Session TBC


10:35 - 10:45: When will discounting campaigns launch in 2021? - Matthew Walsh, Director of Data and Retail, IMRG

How has the launch date for retailers’ Black Friday campaigns changed in recent years, how does it compare against standard discounting campaigns in November, and when will they launch this year?



10:45 - 10:55: Session TBC

10:55 - 11:05: Expectations for Black Friday 2021 pt1 - Matthew Walsh, Director of Data and Retail, IMRG

In this session we will analyse how online demand has been impacted by the continued loosening of COVID restrictions, and look ahead to how the overall market may perform during peak this year.



11:05 - 11:30: Session TBC

11:30 - 11:50: Panel: Techniques for customer acquisition and retention

  • What approaches should retailers take to acquire new customers?
  • How should they approach different customer segments?
  • How can retailers retain customers acquired during Black Friday?

11:50 - 12:00: Session TBC

12:00 - 12:10:  Expectations for Black Friday 2021 pt2 - Matthew Walsh, Director of Data and Retail, IMRG


In this session we will analyse how online demand has been impacted by the continued loosening of COVID restrictions, and look ahead to how various product categories may perform during peak this year.



Keynote Speakers

  • Victoria James

    Victoria James

    Senior Online Trading Manager | Boux Avenue

Key Takeaways:

Lightbulb
 

Implement proven ideas from leading retailers and enhance your

eCommerce strategy, as we approach the busiest period of the year.

 

 

Empower your team to improve every aspect of your peak period campaign, 

through access to exclusive data from last year and insight into this year.

 

Data Summit

 

Discover where you should focus your efforts and how you should hone

your expertise, to ensure you implement winning strategies that ensure success.

 

 

 

Headline Sponsors:
  • Epsilon
  • Avalara

Register Below

Event Date 15th Sep 2021 to 16th Sep 2021
Event Time 09:30 - 12:30 daily
Location Online

Headline Sponsor

Headline Sponsor