Consumers are becoming more wary of Black Friday shopping in which crazed customers scramble for a handful of low-priced “doorbusters”, according to to a new survey.
And according to a new survey, many shoppers are warning retailers that they better have their act together this year … or else!
Doorbusters Still Important, But …
While more than half of consumers participating in this year’s annual JDA Consumer Survey said doorbuster deals are a major factor in determining where they will shop on Black Friday and Cyber Monday — the day after Thanksgiving and the following Monday, respectively — a growing number of shoppers are showing an unwillingness to put up with the shenanigans that have plagued previous holiday shopping seasons.
Based on interviews with more than 1,000 US shoppers, the survey — which was conducted by the JDA Software Group — found that an increasing number of consumers are looking toward the Internet as a way to escape the mayhem of Black Friday and Cyber Monday.
Last year, many shoppers responded by simply staying home. This year, in an effort to regain the momentum that Black Friday brings to the holiday shopping season, some companies such as Wal-Mart have responded by offering their doorbuster deals online as well as in stores.
No Room for Online Error
Shoppers also said they won’t have a lot of patience for online retailers who mess up their order or experience delivery delays. More than half of all consumers interviewed said they won’t give these businesses a second chance.
And about 33% said they prioritized convenience when placing an online order. Retailers who can’t meet their expectations can expect to be left behind, according to Wayne Usie, JDA’s senior VP for retail.
“The biggest challenge for retailers today is finding the balance between keeping customers content while maintaining profitability to meet their needs in an increasingly omni-channel world,” Usie said in a news release announcing the survey results. “It’s no longer sustainable for businesses to sacrifice profit margins in an effort to deliver customer satisfaction and meet demands. Instead, businesses need to take on a more holistic view of their logistics and fulfillment strategy to make better-informed decisions that will not only provide a consistent omni-channel experience to customers but more importantly, turn a profit.”
Consumers Have Long Memories
Most customers who have had a problem with an online company in the past will be unwilling to do business with them in the future. Late delivery is the most common complaint, with 45% of respondents saying they have experienced it within the past 12 months.
Of these, nearly half (48%) said they would be unlikely to shop with that online retailer, especially during the busiest periods such as Black Friday and Cyber Monday. So companies that dropped the ball last year may not even be in the ballgame this holiday season, according to the survey.
In-Store Pickup Rising in Popularity
One solution many consumers have flocked to is purchasing their products online then arranging to pick them up at a nearby store location.
But this option is not without its problems, according to the survey. About 40% of respondents said they experienced employee-related issues when they used this service, mostly store employees being unable to find their order efficiently or their orders being lost in the system.
But the problems don’t end when consumers get their products. The survey found that 62% of online shoppers were frustrated that they had to pay return postage and packaging for products they needed to return.
And more than 50% said that they consider easy returns “very important” when making online purchases while only 10% said it didn’t affect their decision.