Black Friday offers will not be luring a majority of customers to the UK’s high streets this year, with new research showing most will stay at home.

Contact centre and CX tech specialist Genesys has released a study on the annual sales event, which shows that 74 percent of consumers polled say they will not venture to brick and mortar stores for Black Friday events.

Over half (53 percent) of those asked said they never attend Black Friday events, while 30 percent said they were put off by crowds. Twenty-one percent said they used to attend, but have since stopped.

Over a quarter of respondents (27 percent) said online shopping was an easier option. However, where this is seen as more convenient, 85 percent of UK consumers base their purchasing decisions on how well a retailer deals with customer service issues.

The second biggest influence on spending decision for 43 percent of consumers is value for money.

Mark Armstrong, Vice President for UK and Ireland at Genesys, said: “During this heightened shopping season, consumers not only look for the best possible deals, but increasingly base their purchasing decisions on how well businesses respond to issues, such as making returns and requesting technical support. Therefore, it is important that regardless of the sales channel, whether in-store or online, brands provide positive experiences and have the means to effectively communicate with customers to solve queries or complaints.”

 

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