Online retailers faced a dramatic increase in web traffic this weekend, as UK consumers flocked online to participate in Black Friday and Cyber Monday, traditionally the first shopping weekend after December payday.
IMRG predicted that the weekend was set to be a record breaker with an anticipated £1.2 billion spend, culminating in Cyber Monday yesterday. Mobile shoppers were behind much of this spend with smartphones and tablets set to account for over half of all traffic to retail websites.
Tina Spooner, chief information officer at IMRG stated that the US phenomenon of Black Friday is now firmly embedded in the UK retail calendar. “While the first two weeks of December are traditionally the peak festive trading weeks for the online retail industry, Black Friday now marks the start of the online shopping season.”
According to social analytics firm Meltwater, four of the five brands generating the most buzz online in the US over the weekend were electrical companies, Samsung, Sony, Apple and Panasonic, but fashion brand Michael Kors came out on top.
Meanwhile, in the UK Amazon was storming ahead with a 32 per cent share of ‘brand buzz’, followed by Asda with 23 per cent and Tesco at 14 per cent.
Despite the mania that the weekend brought, customer service and experience is still a major influence on consumer shopping decisions. According to Youstice’s survey of online shoppers across Europe, 90 per cent said good customer service was vital when making a decision to purchase while 63 per cent have been persuaded to make a purchase purely on positive customer feedback.
numero have taken a look at some of the highlights from over the manic weekend, to see which brands still managed to provide great customer service and come out on top.