5min read

A unified experience with Epoq joining AB Tasty website

We are once again thrilled to share that as a continued part of our strategy to optimize how you access AB Tasty’s platform of experimentation and personalization solutions, Epoq by AB Tasty is being streamlined to join the AB Tasty brand and website.

AB Tasty’s acquisition of Epoq in October 2022 realized a shared vision of empowering digital teams to deliver relevant and engaging shopping experiences along the consumer journey and brought search and product recommendations to our best-in-class experience optimization platform. 

Placing Epoq within the AB Tasty brand represents an exciting next step for AB Tasty as we consolidate all our solutions under one place and one name. 

The AB Tasty and Epoq websites are now one. All resources and landing pages previously hosted on Epoq’s website ( can be found in one location on the AB Tasty website (

If you have questions about what this means for you, you’ve come to the right place. Below we will dig into what is changing, helpful links and resources and some general FAQs.

As always, our team of AB Tasty magic makers are available to answer any additional questions that might pop up along the way. If you have any more questions after reading this, don’t hesitate to send us an email at and we will update this page as needed.

How are AB Tasty and Epoq related?

AB Tasty acquired AI-powered personalization provider Epoq, ushering in a new era of experience optimization. Through recommendations and intelligent search the acquisition expands AB Tasty’s best-in-class offering to provide relevant and engaging customer experiences. Simplifying access for digital teams (from marketing to product to technology) by providing a single platform that delivers a 360-degree view to further optimize the digital customer experience.

What do you mean when you say merge? Will the Epoq website be gone for good?

By merging we mean all content around our leading Experience Optimization Platform will be available on one website. The Epoq website will no longer be available but all the search and recommendation content you have come to love will not disappear and will continue to be available on the AB Tasty website. New articles and insights to help you build your 1-1 personalization strategies will continue to be added. 

Why are we merging the Epoq and AB Tasty websites?

The website merge is aimed to make it easier for everyone to access all the information around AB Tasty’s EOP solutions in one place, including content around the products, technology and impact.  Grouping together the combined knowledge of Epoq and AB Tasty’s experts in one resource hub, giving marketing and product teams best practices and insights into experimentation and personalization strategy.

What will happen to all the resources (blog posts, guides, e-books, etc.) on

Epoq’s resources section will be moved to the AB Tasty website. All the Epoq content will be redirected to help customers find the content quickly and easily. 

How can I log into Epoq? And where can I access the documentation?

You can log into the Epoq Control Desk, the new AB Tasty Search & Recommendation Workspace, through a link on the AB Tasty website in the upper right corner. The documentation can be accessed through the menu of the workspace called “Developer Documentation” where you will be forwarded to our knowledge base.

Will there be any changes to the products or services offered?

The products and services offered will not be changed themselves. The joint product range will become a unique platform for optimizing the digital customer experience, offering our clients even more opportunities to differentiate and stand out in the market.

How will the merger affect customers who are new to Epoq? Where can I sign up for a demo for AB Tasty’s intelligent site search and recommendation solution?

If you’re new and you’d like to try out AB Tasty Search or Recommendations, click the banner below or click the “Get a demo” button on the top right-hand corner of the page to explore how AI-powered 1:1 personalization can help you deliver memorable digital experiences.

Have any additional questions about Epoq and AB Tasty? Send us an email at to let us know and stay tuned for more exciting updates and information still to come!

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7min read

3 Alternatives to Black Friday Promotions [+ Ethical Examples]

Black Friday – the time for sales and doorbusters and discounts – but what about the companies that are choosing not to participate this year? Rather than letting your site stay stagnant, you can still use this time to capitalize on the holiday traffic by testing new ideas for your site and gaining customer feedback in real-time.

There are many reasons why a company might opt to sit out of Black Friday sales. We’ve determined that most alternative Black Friday messaging falls into one of three major themes. These themes are:

  1. Fair Friday/Do Good Friday: Brands take the time during the busy shopping season to instead promote donations or partner charities to help drive awareness of issues while building brand trust and developing corporate social responsibility.
  2. Anti-Black Friday: Some brands choose to take not participating in Black Friday a step further by sharing messaging that challenges hyperconsumerism, promotes ethical consumption, or encourages a boycott of Black Friday. This might also take the form of a brand shutting down their e-commerce sales over the weekend in protest.
  3. Normal Friday: Certain brands, including many luxury retailers, have not historically offered sales and discounts during Black Friday. In lieu of promoting active sales, these brands might instead drive traffic to new collections and releases for the season. This can also be an extension of Black Friday protests by choosing to conduct business as usual over the fanfare of the shopping season. 


If you are considering an alternative Black Friday campaign this year, it is crucial to provide your visitors with clear communication about your campaign just like any other brand would do for their own sales and promotions. 

Experimenting with easy-to-understand messaging, banners spread throughout the customer journey, and pop-ins reminding visitors of your initiative can help reduce confusion and provide a consistent experience for your customers. 

Below, we have collected real-world examples of alternative Black Friday campaigns from AB Tasty clients and other brands who wanted to make the most out of the holiday traffic and gather important customer insights without compromising on their brand values.

Fair Friday / Do Good Friday Campaigns


In addition to their Black Friday offers, the team at L’Occitane ran a “Give Back Friday” campaign in support of The Fred Hollows Foundation, a nonprofit organization focused on treating and preventing blindness and other vision problems. During the promotion period, $1 from every hand cream sold would be donated to the foundation.

Working within AB Tasty’s experimentation and personalization platform, custom code was created to support the campaign. The L’Occitane home page featured a large hero image along with a block of copy explaining the details of the promotion for customers. 

Transparency in both the foundation that would receive the funds and for how the funds would be used to benefit others helped boost engagement and buy-in.

B&B Hotels

The team at B&B Hotels: Spain & Portugal set up a campaign on Black Friday called “Green Friday” where 5% of bookings made on that day would go to support the reconstruction of La Palma Island after intense fires. 

They considered their users’ paths throughout the website when setting up their campaign. Clear messaging about the initiative was shared on the landing page and a reminder was displayed again at the booking stage to help push conversions. To reduce cart abandonment, an exit pop-in encouraged visitors to complete their booking before leaving the page.


Nature & Découvertes

As a part of their annual Fair Friday initiative, retailer Nature & Découvertes swapped out their standard hero image for one that highlighted their 2021 campaign for rewilding endangered habitats. 

Throughout the last week of November, Nature & Découvertes encouraged both online and in-person customers to donate to the initiative by rounding up their purchase amounts to the next dollar. The brand then matched the total amount of donations.

Beyond the hero image swap on their homepage, Nature & Découvertes also drove traffic to a landing page explaining the initiative in greater detail. This helped customers have confidence that the initiative was genuine and offered the brand an opportunity to be transparent about the impact donations would have on wildlife and conservation efforts.

Anti-Black Friday Campaigns

REI Co-op

Outdoor recreation retailer REI Co-op’s #OptOutside initiative is a great example of brands taking a stance against Black Friday that also aligns with their brand values. 

Instead of promoting a special sale or discount on Black Friday, REI Co-op chose to close their operations for their online store and drive visitors to learn more about the REI Cooperative Action Fund which works to make the outdoors more accessible for all communities. 

With operations paused for the day, REI Co-op made sure to communicate clearly that no orders would ship out on that day by displaying a banner at the top of their pages. The simple banner helped reduce confusion for visitors and helped build positive attention for the brand by educating visitors about the #OptOutside mission.


Normal Friday Campaigns


BackMarket, the renewed devices retailer, does not offer additional sales or discounts on their products. In order to still capture attention from Black Friday visitors, they created a campaign dubbed “Any Old Friday”. 

Taking inspiration from Black Friday doorbuster commercials, their landing page showed a new carousel image with copy that read “For an unlimited time only!”. 

This cheeky take on the usual sales quips was a great opportunity for BackMarket to have a fun and engaging holiday season campaign without the need for offering discounts or sales. 



Whether your brand wants to support an important cause or give visitors a break from Black Friday promotions, take advantage of increased traffic and drive engagement during the holiday shopping season with these creative alternatives to Black Friday.

On the fence about your Black Friday strategy? Get inspired by our e-book “How to Win Big During the E-Commerce Holiday Season”, featuring 30 experimentation and personalization ideas for Black Friday from AB Tasty clients around the world.