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A couple of weeks on from Black Friday in the UK and what have we learned?
Well, as predicted in The Drum recently, the omnichannel experience is now more important than ever. Creating a seamless customer experience all year round is more important than discounts on a single day. However, Black Friday was still extremely popular so what happened this year?
First, it became clear that the online discounts are becoming more popular than those discounts available in-store. I was watching the TV news and thankfully didn’t see the traditional scenes of people fighting over TV sets, which fits with retailers saying this year that the in-store rush has eased. Conversely online shopping was up 36% with £1.1bn spent by online bargain hunters.
Contrast this with the midnight store openings. At Boots on Oxford Street only journalists were present. Other stores opening early at five or six in the morning found very few customers prepared to brave the cold weather conditions. Analysts also indicated that the recent terror attacks in Paris could have affected the desire for shoppers to line up in the streets all night, but I think the real reason for this change is just that shoppers have moved online.
15 major retail websites crashed on Friday. Big names such as Argos, Tesco, and John Lewis all suffered website issues demonstrating that even with all the planning and expectation, the sheer amount of customers all trying to shop online at the same time on the same day can create a nightmare for the IT team managing these ecommerce platforms.
Retail analyst Richard Hyman has suggested that about a quarter of UK retailers ignored Black Friday altogether. He said that next year there may be an adjustment in how stores adjust their opening hours and staffing levels, based on the trend for more shoppers to just engage online.
The real question for many retailers will be whether Black Friday is worth the effort and discounting. Asda was
the most public refusal this year, although other major brands such as Next and Jigsaw also ignored it. These retailers have all suggested that they would prefer to spread discounts over the entire holiday shopping season rather than focusing on a single day
The jury is still out. Black Friday 2015 was an enormous success for online retailers this year, but the message is far more mixed from the High Street. I’m sure it will be taking place again in 2016, but it will be interesting to see how those retailers with both an in-store and online offer manage to promote the event.
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