I’m way less stressed over Apple launch than I am Black Friday. Apple launch has been mainly digital for years, the people that used to camp outside of stores are also smart enough to preorder online now. We aren’t extending hours, which is the smartest thing we’ve done in years. Apple launch used to be the smoothest day of the year, the way it was prepared for and triaged. If we actually utilize all the policies/tools, and managers properly triage the door, it could be just as smooth.
BUT WHY ARE WE EXTENDING BLACK FRIDAY HOURS?! Heck, why are we even open? Black Friday is the last thing America needs right now. Walmart’s closing for thanksgiving, Home Depot cancelled Black Friday all together, offering deals all month instead. No one needs to encourage mass amounts of shoppers in one place at one time right now. It’s socially irresponsible.
Make Black Friday digital only, save the overtime and holiday worked pay by keeping store employees at home Friday. Curbside pickup, appointment, and digital only all weekend through cyber Monday.
I mentioned Black Friday to a woman the other day and her eyes got all wide and confused, like she forgot all about Black Friday and didn’t want anything to do with it once she thought about it. I think that’s a lot of people’s reactions to Black Friday shopping this year. The CDC even lists “Going shopping in crowded stores just before, on, or after Thanksgiving” as a high risk holiday activity, and suggests a low risk activity such as “shopping online rather than in person on the day after thanksgiving or the next Monday” instead.
https://www.cdc.gov/coronavirus/2019-ncov/daily-life-coping/holidays.html
Now, should you decide to be socially responsible, you need to move NOW. Reps should be talking about it to people in store, sending my links, and making sure anyone that wants to take advantage of specials knows how to do so. Emails can be sent out informing customers of our policies that weekend, with instructional video and step by step instructions on how to place an online order. Can also send a link to set up an appointment in a store so a rep can show you should you need further instruction, then that rep can send their mylink to get credit. Would also be helpful to send them some more info on tech coach for setup and link to appointments for that as well.
Not only is it the socially responsible thing to do, but it’s a great test run for your new model and may actually expedite your customers comfort with digital if handled properly.
I’m definitely posting my way out of a job long term, but I believe in progress and this is how it should be handled if we want to attain the overall goals of increasing digital, less overhead in brick and mortar, maintaining customer experience, being socially responsible, and giving good employee experience.
While we’re at it, the stores need to be closed by 7, but that’s a rant for another day.