IRX 2020

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Black Friday: preparing for peak sales success


Even though black Friday is a day for discounts, it's no longer just about price. 

Less than half of the UK’s respondents (45%) cited discounts as the feature they desire most during the Black Friday online sales. Similar results are reflected in other regions – Belgium rakes in the lowest figures with just 37% of consumers concerned about product price.

Driving this surprising response is growing widespread scepticism from consumers – all of the studied regions found that more consumers believe the sales to be false. The UK sees the highest number of sceptics, with almost two thirds (65%) distrustful of sales.

As a result, over a quarter (27%) of UK consumers would prefer other incentives such as unique products, loyalty and referral bonuses, extended returns or free next-day shipping. In Spain, a huge 49% of consumers prefer other incentives to discounts – and up to 46% in Belgium.

With a clear desire for value adds, merchants should not focus entirely on offering big price cuts. Discounts might get consumers through the (digital) door, but incentives make sure they’re coming back when merchants aren’t heavily marking down their products.

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Content Hours

2020 speakers



  • There are so many innovative companies, so much variation, great content and the speakers are talking about relevant business problems.
    Stuart Eames, Retail Innovation Lead
    Waitrose & Partners
  • The most exciting thing I’ve seen at IRX this year are the new products, new plugins and tools that are now becoming available that perhaps we’d never considered before.
    Agata Styczen, Senior Online Merchandising Manager
    O2 (Telefónica UK)
  • It’s interesting to know what’s happening in the industry… There’s a friendly atmosphere, a number of keynote speakers, a number of theatres so a lot of opportunities to engage and talk to people.
    Munish Khurmi IT Delivery Manager
  • You can talk to different retailers, visitors and you can share knowledge with them. It’s worth coming to IRX.
    Muhammed Aslam, Finance Manager
    Kiddies Kingdom
  • It’s really important to be here to really understand what’s going to be our next challenge.
    Carlos Larraz, Co-Founder & CEO


Location & opening times

Hall 2
The NEC Birmingham

Wednesday 2 September 2020 | 09:30 - 17:00
Thursday 3 September 2020 | 09:30 - 16:00


Clarion LogoIRX is organised by Internet Retailing Events, registered in England and Wales, Company Number 07081797, VAT No. GB 843845601 

Registered Office: Bedford House, 69-79 Fulham High Street, London, SW6 3JW, United Kingdom

Internet Retailing Events are a subsidiary of Clarion Events Limited.