Asda has said customer “shopping fatigue” has prompted a decision to opt out of shopping phenomenon Black Friday this month.
The supermarket retailer, who introduced Black Friday to the UK market in 2013, has decided that this year it will deliver deals throughout the festive season in a £26 million investment. According to Asda, customer feedback has shown that this year, consumers would “prefer deals on value-for-money, high quality products” spread across longer period.
Andy Clarke, Asda president and CEO, said: “The decision to step away from Black Friday is not about the event itself. Over the last two years we’ve developed an organised, well-executed plan, but this year customers have told us loud and clear that they don’t want to be held hostage to a day or two of sales”.
Mike Danby, CEO of Advanced Supply Chain, said:
“Black Friday 2014 pushed big brand retailers’ logistics operations to the brink, and indeed some really did buckle under the pressure. It’s a bold move to step back from one of the biggest shopping days of the year, and Asda seems to believe it’s truly what its customers want, but logistical pressures will have also been considered within that decision. If there is any failure in a supply chain around Black Friday, the potential impact on customer experience is considerable.”
He added: “Every retailer will blink as to its own Black Friday plans now Asda has called time out. Huge operational pressures are applied in the days surrounding Black Friday, and logistics professionals at the big brand retailers need to be supremely confident in their arrangements and have meticulously planned for every eventuality.”
From November right up until the New Year, Asda will be introducing offers both online and in store on a range of items. The products include: toys and gifts, Christmas food and drink, and household basics.
Asda have promised “great prices” on gaming consoles, televisions and electric toothbrushes. As well as this there will be deals on skincare, fragrance and gifting with three for £10 offers.
Bryan Roberts, retail insights director at Kantar Retail said:“Asda’s move reflects British shoppers’ desire for simplicity and clarity. Rather than limiting value to a limited period on non-essential items, the retailer’s commitment to everyday low pricing on products that actually matter will be well received by shoppers who increasingly plan ahead for Christmas.”
