Black Friday: the 5 best retailers for online shopping

The top five fashion retail brands that customers say offer the best online shopping experience

Zlata Rodionova
Wednesday 18 November 2015 17:26 GMT
Shopping online
Shopping online (Getty)

Online fashion retailers will have to step up their game ahead of Black Friday.

More and more shoppers are giving up on their favourite brands ahead of the festive season blaming retailers for not being able to successfully target offers to their needs, according to a new study.

More than 50 per cent of online shoppers are being shown suggestions for items to buy online that are not relevant to them while nearly 70 per cent of fashion shoppers have experienced online adverts for fashion products that they would never buy according to research by Aimia, a data-driven marketing and analytics company

Seven out of ten Britons surveyed said they would go as far as to close down accounts and unsubscribe from companies on social channels if brands can’t spot what they are looking for.

This leaves a huge window opportunity for attentive online retailers to snap up revenue expected to eclipse last year’s record Black Friday, which made stores a total of £810 million in the UK.

“Fashion retailers that successfully tailor customer experiences according to preferences are likely to reap the rewards of increased sales over the short term,” said Susan Rose Managing Director, Fashion Consultancy Team at Aimia.

According to Ms Rose, a strong partnership now could be the basis for better sales once the festive period is over as long as retailers can meet customers’ high expectations.

“This festive season, customer expectations are high. They expect retailers to know their preferences, and they want to be able to find what they are looking for at the click of a button,” Ms Rose added.

Some retailers have turned their back on Black Friday either cancelling or reducing their participation on the day, which is good news for those that plan to participate.

The top five fashion retail brands that customers say offer the best online shopping experience are:

1. Next (19%)

2. M&S (15%)

 (Getty Images)

3. Amazon (11%)


4. Debenhams (11%)

Debenhams shares fell as the company said gross margins would likely be at the lower end of forecasts (Getty)

5. ASOS (10%)


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