Originally published four years ago, this article remains as relevant today as ever. The retail landscape has evolved, but the core challenge—adapting to constant change—persists. With Black Friday around the corner and rapid shifts in technology, customer demands, and business operations, the concept of the Agile Retailer is more critical than ever. This updated version integrates new insights and emphasizes actionable strategies for today’s retailers.

Retail seasons run parallel to the rhythms of our lives: summer vacation, back-to-school, holidays, and birthdays. Black Friday, in particular, serves as a focal point—a high-stakes moment that often dictates the year’s overall success. But the nature of retail is shifting, and with it, the demands on how retailers engage customers and employees.

Agility is the key to thriving in this volatile environment. As I recently discussed in The Retail Survival Playbook: Agility and Tech-Driven Resilience Are Non-Negotiable, today’s retailers must embrace agility in every aspect of their operations—whether in adapting to customer needs or managing a workforce that craves flexibility and support. Black Friday serves as a critical litmus test for how well retailers have embraced agility. The question is, are you prepared?

Retail’s New Reality: Agility is Everything

Over the past decade, we’ve witnessed seismic shifts in consumer behavior, largely driven by technological advances and heightened expectations. In today’s landscape, the agile retailer is the one who thrives. Whether it’s creating seamless omnichannel experiences or addressing sudden disruptions in the supply chain, retailers must be nimble enough to pivot quickly and effectively.

Consider Black Friday: once a chaotic in-store event, it’s now a hybrid of online, in-store, and even curbside experiences. Retailers who can pivot to meet customer needs, leverage technology, and maintain operational flexibility will come out on top.

Becoming an Agile Retailer

Agility in retail requires a balance of long-term vision and short-term flexibility. Here are key actions that retailers can take to thrive in today’s constantly changing environment:

1. Organize Around the Customer Experience & Embrace Personalization. Use the data you’ve been collecting from loyalty programs and customer interactions to create tailored experiences. Whether your customers are engaging with you online, in-store, or through curbside pickup, the experience should be consistent and personalized. Today’s consumers expect more than convenience—they want brands to understand them on a personal level. Data-driven personalization will keep your brand relevant in the face of evolving customer expectations, particularly during peak shopping seasons like Black Friday.
2. Ensure a Consistent Omnichannel Experience. As retail becomes more digitally focused, consistency across channels is paramount. For example, a customer’s experience should be seamless whether they’re shopping online, picking up an order in-store, or using a third-party delivery service. Ensuring a smooth, consistent brand experience is critical to building customer loyalty. As you approach Black Friday, consider how your omnichannel strategy supports your overall brand and customer satisfaction.
3. Leverage Technology for Flexibility and Innovation. Technology enables retailers to respond to market changes in real time. Whether it’s through AI-powered supply chain management or real-time customer data analytics, digital tools are key to maintaining agility. Implementing cloud-based systems and AI-driven insights allows you to optimize everything from inventory management to customer engagement. The retailers who thrive this Black Friday will be those who have invested in these technologies.
4. Adapting to New Business Operations and Employee Needs. Agility isn’t just about customer-facing strategies—it’s also about empowering your workforce. Retail employees today want better wages, more flexibility, and a healthier work environment. Retailers need to embrace these needs by implementing programs that offer flexible work hours, career development opportunities, and enhanced wages. Modern technologies can help support these shifts by streamlining scheduling, communication, and training. Meeting these demands not only improves employee satisfaction but also enhances the overall customer experience.

The North Star: Agility as a Guiding Principle

As the retail landscape continues to shift, agility must become your North Star. This guiding principle ensures that every decision—from supply chain adjustments to employee engagement initiatives—remains centered on delivering value to both your customers and your business. For example, consider how you can use Black Friday as a testing ground for new strategies. By focusing on one or two key priorities—whether that’s streamlining omnichannel experiences or personalizing offers—you can evaluate what works, make adjustments, and scale successful strategies moving forward.

Embracing Agility: Start Small, Think Big

Agility is not about overhauling your entire operation overnight. Instead, start with incremental changes that align with your larger vision. Identify a key priority—such as enhancing your omnichannel experience or introducing new employee engagement programs—and focus on delivering value in that area. Then, review your performance after Black Friday and use those insights to drive future improvements.

Final Thought: It’s Time to Act

The retail industry is constantly evolving, and the most successful retailers are those who remain agile. Whether it’s preparing for Black Friday, adjusting to workforce demands, or embracing new technologies, agility is the key to long-term success. The journey to becoming an Agile Retailer takes time, but the rewards are well worth the effort.  

At EVOA Digital and CPG Cloud Partners, we’re committed to helping retailers navigate this journey. Let’s work together to ensure your brand thrives—today, on Black Friday, and well into the future.

This article was originally published in late 2020, with Chris as the lead author. It has been updated to reflect current trends, and while the views and concepts remain entirely his, external writing support was used to refine and expand upon the original content.