Black Friday: 70% of retail marketers are concerned about technical issues

Someone using a smartphone next to a Black Friday sale poster.
Black Friday: 70% of retail marketers are concerned about technical issues
Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

As many as 70% of retail marketers are worried that their technology will hinder their success this sales season, despite the majority of them having invested in better digital shopping solutions following Covid-19.

This is according to the latest findings from digital experience analytics company, Contentsquare. The company’s latest Sale Season Report surveyed 300 retail marketers across the UK, US and France about their plans, concerns and the lasting impact of the upcoming sales season. The research discovered that over a third (36%) of respondents are highly concerned that they won’t be able to track issues on their website or apps in real-time.

In addition to this, 34% are worried that their website or app will crash at some point during sale season, which could severely damage conversion rates.

Niki Hall, CMO at Contentsquare, said: “Unfortunately, there are several different issues that can potentially crop up during sales season when you least expect it.

 “Issues like website outages or site crashes due to poor performance, or a broken page link or out-of-stock product can all severely damage conversion rates during the busiest time of the year. But this doesn’t mean retailers can’t have a successful sales season. Having the right tools in place ahead of time can help marketers to stop worrying about technical issues and focus on the areas that matter.

“Whether it’s using digital experience analytics to identify the technical root causes of friction points in the customer experience or AI to gain valuable real-time insights into website issues, having the right tools in place can ensure that any site issues can be identified and fixed in good time. Not only will this reduce team stress but can also stop shoppers from getting frustrated and looking elsewhere.”

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