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Monday, December 01, 2008

Now that we have data available from Black Friday, we can have fun looking at the information.

For instance, a comScore press release titled "Black Friday Sees $534 Million in E-Commerce Spending, Up 1 Percent Versus Year Ago" gave us a lot of insight to how people shop online the day after Thanksgiving.

The article states the following:

"The early morning rush online – between the hours of 4:00-8:00 AM – accounted for just 11 percent of the day’s total online retail sales, while the period after 8:00 AM saw 84 percent of online sales take place. The 12:00- 4:00 PM segment represented the highest share of Black Friday online sales (24 percent), with the hour of 12:00-1:00 PM being the heaviest individual hour of spending with 8 percent of sales."

Why is this information important? You need to know when your customers are shopping on your website so that you can provide better customer service.

Yahoo Web Analytics provides this information for Yahoo Stores on a consistent basis and let me share with you why it is so important.

Let's say you answer your phones from 8:00 am to 5:00 pm. That is great!

Now you look at your Yahoo Web Analytics and you see that a majority of your customers are shopping from 5:00 - 7:00 PM. You also notice that between the hours of 7:00 am to 9:00 am you get barely any traffic.

What can you do with this information?

You have a couple of choices.

You can still decide to come in at 8:00 so that you can have an hour each day to catch up on emails while the phones are slow.

And/Or

Start at 9:00 am or 10:00 am so that you can stay an extra hour or two for your busiest time of the day.

Either way, you need to be there when your customers are. We often forget this fact when we own online stores.

Let's take this theory and make you into a customer. You are off of work and heading to Wal-Mart. Everyone else is off of work and heading there too to pick up last minute things.

However, Wal-Mart doesn't pay attention to when they have the most customers and they send people home at 5:00 every day. Now you have to stand in line longer to check out. You cannot find anyone to help you when you need it.

What would you do?

Shop somewhere else.

What will your customers do if they can't check out or need help and nobody is there?

Shop somewhere else.


by: Shawna Seigel



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