Complex Made Simple

Black Friday: Record deals, DDoS, beauty and the bed

A leading direct-to-consumer (D2C) e-commerce enabler in the MENA is predicting the region’s biggest online shopping event on record. But along comes a threat that could destroy the beauty of it all

Turnover for online brands during November could be up to 3 times more than over a standard month “It’s not just about big players like Amazon and noon but it’s also an exciting moment for SMEs" King Koil is offering a flat 40% discount on all its products across all stores

Nicolas Bruylants, CVO and co-founder of CNNB Solutions, a leading direct-to-consumer (D2C) e-commerce enabler in the MENA, is predicting the region’s biggest online shopping event on record. CNNB Solutions, which provides innovative end-to-end strategies and services for brands to optimize their e-commerce business, says that brands could see online traffic spike 500% higher than usual during the days of and around Black Friday, or 6 times more people shopping online at any one time.

 Nicolas said, “This year’s figures for online shopping will be a new record for the MENA region. During the seven-day period starting from Thanksgiving Thursday, our predictive data shows that MENA brands should be prepared for their busiest week ever.”

CNNB Solutions also estimates that turnover for online brands during the month of November could be up to 3 times more than over a standard month. However, the business warns that brands must be ready across several areas to ensure they don’t face potential negativity from consumers.

Nicholas continued, “Businesses must have the right marketing, offers, and calendar in place, but this is often all they consider. Brands must ensure they have the right stock level, IT infrastructure, logistics, and customer support in place, optimized for these huge spikes in sales.”

Research by Google shows that product review searches in MENA increase by 45% during the week of Black Friday, while according to a survey by consulting firm Simon-Kucher & Partners awareness of Black Friday is at 100% in the UAE and 98% in Saudi.

CNNB Solutions has D2C e-commerce and e-distribution partnerships with dozens of regional and international brands including household names such as L’Oréal, Lancôme, and Swiss Arabian Perfumes. The business deploys intelligent strategies across MENA countries.

More about D2C e-commerce and how it could help your business can be found here.

Black Friday and SMEs

Ramy Assaf, CEO and co-founder of Zbooni, a leading mobile application for social commerce in UAE, KSA, and Jordan told AMEinfo:

“One of the things that stands out about this year’s Black Friday and festive gifting sales is that people are looking for locally curated products. Of course, the trend for purchasing big-ticket items at discounts, or sweeping marketplaces for mass-produced bargains, exists at scale, but since the pandemic, we have seen an acceleration in customers searching for bespoke and customizable products that are better catered for by local and independent providers.”

He added: “It’s not just about big players like Amazon and noon but it’s also an exciting moment for SMEs who can play a huge part in the biggest shopping season of the year.”

Earlier this year, Zbooni said the UAE gifting market was set to grow to $14 billion by 2023, as many homegrown start-ups are creating products and offering services that tap into this flourishing market.

Dark skies over Black Friday

Threat researchers at NETSCOUT found that cybercriminals are continuing to take advantage of our increased online interactions and transactions by launching 5.4 million Distributed Denial-of-Service (DDoS) attacks from January to June 2021.

The world would be on track to hit close to 11 million DDoS attacks in 2021, a record. Looking specifically at the retail sector for this year’s Black (or White) Friday, NETSCOUT observed over 41,000 DDoS attacks against electronic shopping and mail-order houses in the first half of 2021, putting it in the top five for vertical industry targets.

Hardik Modi, Area Vice President of Engineering, Threat and Mitigation Products at NETSCOUT, said: “We’re seeing an increasing number of retail firms reporting DDoS extortion attacks and any successful attempt can lead to costly downtime and lasting reputational damage.”

Beauty for the least

FACES, a leading beauty retailer in the Middle East owned by Chalhoub Group, celebrates a partnership with Careem, the region’s multi-service platform, to unveil ‘Beauty on Demand’ for this year’s Black Friday.

Beauty enthusiasts around the UAE will find the FACES Shop on the Careem app on Black Friday offering customers the opportunity to purchase beauty boxes with worthwhile savings on the app. 

From November 23rd, customers in specific areas throughout Dubai will be able to purchase a Beauty Box containing 3 beauty products that will be delivered straight to their door within 30 minutes to an address within their choice.

The bundle will include products from brands such as ‘Mont Blanc’, ‘Shiseido’ and ‘Make Up For Ever’ at a huge discount with savings up to 75% from the usual retail price.

Amazon needs recruits

Amazon’s revenues typically spike by 40-60% in the holiday quarter compared to the rest of the year, putting an enormous strain on the company’s logistics backbone. As Statista’s chart illustrates, Amazon hires thousands of seasonal workers every year to help carry the workload across its network of fulfillment/sortation centers and customer service sites.

Image source: Statista.com

Mattresses that take care of the ‘rest’

King Koil, one of the leading mattress brands in the region, will be taking part in Dubai’s 3 Day Super Sale taking place from Thursday, November 25th to Saturday, November 27th.

King Koil is offering a flat 40% discount on all its products across all stores. King Koil has also recently tied up with loyalty program cards Faza, Esad (Dubai police), Abshar, and Waffer. Holders of these cards will also benefit from an additional 5% discount across all stores in the UAE during the Super Sale event.

The discount applies to all King Koil’s products including mattresses, beds, headboards, side tables & sleep accessories such as pillows, duvets, bed linen, and more.