Black Friday: how to adapt and create the best deals

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We are approaching the end of the year and it is time to prepare your store for one of the most important events for commerce during this period: Black Friday Brazil.

This promotional date is a novelty that we imported from the United States and that in just a few years has become the second most important date in Brazilian retail after Christmas.

And, for this year, store owners' expectations are even higher. FecomercioSP predicts an increase of up to 3% in retail sales in November compared to the same period last year.

Despite the growth of e-commerce in the face of the COVID-19 pandemic, Google's Black Friday Season report confirms that, on this date, people are still motivated to shop in physical stores.

In some sectors, such as clothing, there is a great need to see and choose products in person.

So, reserve your best offers and discounts for this season and don't fall behind when it comes to preparing your store.

To help you, I wrote this article, where I will explain how physical stores can act to sell more on Black Friday.

Black Friday in physical stores: is it worth participating?
The first advantage of participating in Black Friday is the opportunity to increase sales volume and attract customers to the store.

In many cases, remembering the history of American retailers, this can literally be the chance to get out of the red and balance the business's cash flow.

The date also allows for promotions to clear out stock and make room for new collections that will be sold at Christmas.

By renewing your merchandise, you have the chance to rethink your sales planning and adapt your store's product mix to consumer preferences.

Another advantage of joining Black Friday is its potential to capture new customers .

Through an offer advertised on this date, many consumers may contact your store for the first time.

This is the ideal opportunity to build customer loyalty and maintain a relationship over the coming months.

If you make the sale on credit, it becomes even easier to create this bond .

After all, the customer will return to the store every month to pay the installment plan and it is up to you to win them over with good products, excellent service and easy payment terms.

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Prepare your store for Black Friday
For your store to sell more on Black Friday, planning must be the watchword.

Know very well what you are selling, how much you are selling it for and how much you can offer as a discount.

Then, prepare your team, your physical space and your marketing actions to attract as many customers as possible.

Here are some practical tips to help you prepare for Black Friday:

Plan your inventory
Contact suppliers and talk to them to negotiate better prices for this date.

Also try to get new and different products that have the potential to attract customers but do not directly compete with the items that are already part of the store's mix.

Calculate discounts carefully
Offering discounts is important. After all, that's what attracts consumers to Black Friday.

But be careful not to “get too excited” about promotions!

You need to measure costs, check your stock in advance, plan your management well, calculate your margins and avoid making the mistake of granting discounts that will compromise your cash flow.

Be honest in your offers
When we talk about promotions, it is important to always be transparent and honest with the consumer.

Many people have already been deceived on Black Friday facebook database and, unfortunately, the date has become synonymous with false offers for some consumers who have even nicknamed the date “Black Fraud”.

If at first glance it may seem advantageous to increase the price on the eve of the promotion and then announce a false discount, think twice.

The consumer will not forgive your store when they discover they have been deceived!

Ensure a safer customer experience
The pandemic has changed consumer perception. This year, queues and crowds will not be as popular as in previous years.

Therefore, retail experts highlight the importance of designing the physical experience in stores as carefully as possible.

According to the Google report, 55% of Brazilians interviewed want contactless shopping.

So, some good practices should be adopted, such as:

Increase security in the store;
Rethink the experience to make purchasing faster and with less contact;
Organize the flow to avoid crowds.
Have prepared salespeople
Another fundamental aspect is service.

This Black Friday, the sales team needs to be prepared to stimulate sales, maintain quality service and ensure safety and practicality in processes.

Therefore, make sure that everyone is prepared to comply with safety measures, has a good knowledge of the products for sale and can explain how discounts and the store's credit policy work.

They should be instructed to offer additional items so that the customer takes something beyond the item on offer.

Have reliable logistics
You should also prepare your structure, space and inventory for higher than usual demand. In many cases, the level of preparation should be similar to that of Christmas.

If you have an e-commerce business, it is important to know that the expectation is for a major boost in sales through digital channels.

For this reason, it is necessary to have the appropriate structure to provide good service , receive orders, as well as reliable logistics for delivering products.

Share the promotions
There’s no point in having the best Black Friday deals and the best credit terms if no one finds out about it.

Try to promote your offers more intensely on social media.

Another great idea is to create a special page on your website just with Black Friday offers, anticipating the date and asking for the consumer's email address to send exclusive offers.

Something similar to this website , created by the footwear chain Studio Z.