Consumers score big during Cyber Week as retailers pivot big

Like the Ghost of Christmas Past, doorbusters on Black Friday became the story of yesteryear.  And, while the holiday shopping season is shaping up like no other, the clear winner of Cyber Week was the consumer.

Consumers significantly increased holiday shopping online, but often picked up their orders in-store or at the curb – never having to forgo a Cyber Week deal. They influenced a major shift in buying behavior – avoiding busy department stores and respecting social distancing guidelines by using contactless services like curbside pickup and lockers.

At the beginning of the year, many retailers saw the urgency caused by the pandemic and rapidly accelerated their digital transformation roadmap to accommodate growth and unpredictability in online sales. They shifted to cloud and enhanced their digital experience, sometimes transitioning stores to online fulfillment centers in only a few months.

Changes in buyer behavior continue to provide a preview of what the store of the future might look like – perhaps an online fulfillment center that accepts walk-in traffic. And for some retailers, the physical store could become the e-commerce powerhouse by offering same-day delivery, improved customer satisfaction and the potential for exponential growth. The ability for retailers to have a platform that can quickly pivot to handle volume is essential.