Three Ways Retailers Can Increase Safety and Sales on Black Friday
Even with a slight decline this past year, Thanksgiving weekend has upheld its reputation as the most popular shopping weekend of the year. Last year, over 130 million people shopped or planned to shop over the holiday weekend, according to the National Retail Federation. More specifically, a whopping 80 million of those shoppers participated in Black Friday shopping.
The unofficial holiday holds significant benefits for both shoppers and retailers alike. Shoppers have the opportunity to purchase their “must have” items of the season at severely discounted rates, early in the season, while retailers, who have become accustomed to online shoppers, are confronted with a sudden influx of foot traffic at their brick-and-mortar locations.
But, similar to any major event, an influx of sudden foot traffic has the potential to create chaos.
From arguments, to brawls, to stampedes, it is no secret that Black Friday draws in wild and unruly crowds. Over the past few years, there have been almost a hundred injuries and sadly even a few deaths resulting from Black Friday shopping. While it’s important to maintain proper safety standards throughout the year, retailers must pay special attention on this particular weekend.
To help increase safety while also maximizing revenue opportunities and ensuring a good shopping in-store experience, retailers should adhere to a few simple guidelines:
Last Minute Reminders
Unlike random acts of chaos, retailers have the unique ability to plan for this high volume holiday. Take advantage of the next weeks to review and organize everything down to the last detail. From scheduling staff, to mapping out the store layout, to creating a Black Friday specific safety protocol, no detail should be left untouched.
Make sure to highlight the important points throughout the store. Where will the exits and entrances be? Where will your security be positioned? Where will the proper barriers be located? Is there clear signage throughout the store?
Cover every aspect of the customer journey — from the entrance to the checkout. If everything is prepared and organized in advance, there will be fewer opportunities for surprises.
Be Prepared for Crowd Control
OSHA offers suggestions and guidelines for retailers to be mindful of during the holiday season. According to those guidelines, the most crucial preparations retailers should make are having in place adequate security and sufficient crowd control measures.
The National Retail Federation suggests “creating barricaded lines with adequate numbers of breaks and turns at regular intervals.” In order to do this, retailers need to be prepared with the correct equipment. For example, portable posts with retractable belts will create an organized barrier and will give retailers and staff the flexibility to adjust the layout as needed throughout the day.
Have an Organized Traffic Flow
Due to the excitement of shopping, many Black Friday customers may forget common shopping etiquette. To combat this and keep customers safe, create an organized traffic flow throughout the store. Take advantage of this opportunity. The NRF suggests placing specific “hot” items in key spots throughout the store to manage congestion. Organize your queue and make use of every square inch of your retail space. For example, try placing sale items strategically near the checkout line to help keep the line moving and keep customers engaged.
When it comes time to checking out, consider single line queuing. This can effectively help manage your customer wait time. Single line call forward queuing systems are proven to move lines faster and your customers will know they are in a fair “first come, first served” situation, and their wait times will be reduced, regardless of the holiday crowds.
By following these simple guidelines, retailers have the ability to create a positive customer experience this holiday season. And although the holidays are still a few months away, it’s never too early to start preparing when it comes to customer safety. It could make the difference between a successful and prosperous start to the holiday shopping season and a dangerous situation accompanied by unwanted Black Friday news headlines.
David Cohen is head of business development for Tensator Group.