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Why Kohl's Won Black Friday 2018

Posted by Myron on Nov 26, 2018 11:48:04 AM

In BFCM

More customers took their shopping online at the beginning of the holiday season this year. Here are some record statistics reported by Adobe Analytics:

  • Online sales Black Friday jumped 23.6 percent from a year ago, according to a new report from Adobe Analytics.
  • The Friday after Thanksgiving this year was also the first day in history to see more than $2 billion in sales stemming from smartphones.
  • Cyber Monday sales online are expected to set a new record of $7.8 billion, up nearly 18 percent from last year.

It’s no surprise that online sales have continue to grow year-over-year during the holiday season. Let’s look at one of the big winners this year and review some of the tactics they used to capitalize on one of the country’s biggest shopping weeks.

Kohl’s

60 Instant Pots sold per minute on Thanksgiving. That’s what Kohl’s CEO Michelle Gass reported to CNBC following their record day of online sales on Thanksgiving.

So, what was the leading driver for this record day? Purchases on mobile devices. With a reported 80% of their online traffic coming from mobile devices, Kohl’s recognized the importance of a mobile-friendly, optimized website and were able to capitalize on the opportunity by offering their Black Friday deals on Thanksgiving morning.

The “Kohl’s Cash” reward program also aided in generating sales for the retail company. Before the holiday season began, customers enrolled in their loyalty program received additional rewards on top of the already existing program, including $15 in Kohl’s Cash for every $50 spent on eligible purchases. As you can see in the tweet below, the result was big savings and happy customers.

Screen Shot 2018-11-26 at 11.14.34 AM

Takeaways

E-commerce continues to move towards mobile devices. Take time to invest in optimizing your website for mobile devices and creating a frictionless shopping experience for customers. Taylor Schreiner, director of Adobe Digital Insights, told CNBC that smartphone sales were up 10 percent on Black Friday this year compared to last.

Reward programs are still the best way to build loyalty among customers. As you see in the Kohl’s example, reward programs will bring repeat customers, increase average order volumes, and turn fans into brand ambassadors. With BFCM weekend winding down and Christmas around the corner, find a rewards program that works for your business and capitalize on it this holiday season.

Check out our other BFCM articles here.