Socially Devoted Black Friday: How Did Retailers and E-Tailers Answer Demand?

We look into how companies in both Retail and E-Commerce brands in the U.S are handling the demand in the build-up towards Black Friday.

Socially Devoted Black Friday: How Did Retailers and E-Tailers Answer Demand?

Black Friday. The two words inspire zeal (or fear ) in the hearts of many brands and consumers. But for brands, it also conjures the thought of huge profits. Since 2003, Black Friday holds the distinction as the most lucrative day for the retail industry by far, and one of the most successful for E-Commerce brands as well.

Yet, before customers even rush the stores, there is a rush of customers on the web, with desires and demands for products. And with so much demand comes a lot of questions. “How much can I buy this for?” “What are your hours?” “Do you still have this in stock?”

It’s a true test of how Socially Devoted a brand is if they can stay on top of the questions they receive as Black Friday approached this year. That’s why we took a look into how companies in both Retail and E-Commerce brands in the U.S are handling the demand in the build-up towards the big day.

If we look at the stats for the month, retail brands are both fielding and responding to the majority of questions on Facebook. E-Commerce brands, on average, are dealing with less questions, and are also sporting worse response rates. Even though E-Commerce brands thrive on the web, it seems that they are still leaving much to be desired for how they handle online customers with online questions.

Yet when we look deeper into how the response rates developed throughout the month, a slightly different picture emerges. While Retail brands maintained a decent QRR throughout the month (though dropping slightly around Black Friday, as more questions came in), E-Commerce brands began answering more and more questions throughout the month, climbing from a 25% response rate at the start of the month, on average, to a peak of a 57% average towards the end of the month. That is a huge (32%) gain! The data appears to show that for E-Commerce brands, as demand kicks up for Black Friday, they are making sure to have dedicated customer service reps ready on their Facebook pages to answer the growing tide of questions.

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However, in general, and especially on Black Friday, you should also have a social media team ready to field questions and posts on your social media pages. As the holiday brings in a surge of demand, you need to have a team on hand to handle the storm. Quick responses are vital during November, as customers interested in your brand this month are more likely to make a purchase than at other times, meaning there is a pretty clear ROI between a good customer service experience on online (or offline) and a future transaction.

Finally, let’s take a look at the Socially Devoted heroes of Black Friday among Retail and E-Commerce brands. Give a hand to these brands, which handled the tide of questions with ease:

Social Media Analyst

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