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28 Sep 2015

Staff key to a successful peak period

With last year’s Black Friday generating a 10 per cent increase in footfall compared to previous years, research from Gekko highlights the need to recruit and train in-store brand ambassadors to maximise in-store opportunities for the 2015 peak festive period.

A staggering 50 per cent of shoppers said that there is often not enough staff on the shop floor to help them when making a purchase decision. There is also concern over the manner of in-store staff, with over half (52%) of shoppers complaining that they are too pushy about making a sale.

Despite the growth of online sales, nearly three quarters (74.2%) of shoppers benefit from the touch, feel and physical comparison of products when making purchase decisions. A quarter (26.35%) of shoppers buy in-store when they are purchasing items they need to think about and choose carefully and over half (56.8%) head in-store for advice when making a considered purchase.

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