Have a customer in the agency of communication that exposed me his doubts on the Black Friday, explained me like this date had turned into a headache for his/her brand.

The Black Friday is an opportunity to make Christmas shopping with discount for a lot of consumers, and a habit mattered of the American market that has not stopped to grow in the last years, being already splits of the Christmas sales in a lot of cases.

The customer who runs a selective Beauty brand, with an extensive catalogue of products and with a good volume of sales, mostly made in the channel Off and with an increasing channel of On-line sales. All they delivered in different moments of the year, with an important beak in the period of the navidades, that can represent the success or the failure of the exercise. His brand explained to me, t has never wanted to position itself in the world of offers, discounts and promotions. Since they recessed the prestige and the exclusivity of this.

This if in the last exercises his sales in November, period prenavideño and especially in the period of the Black Friday have not left to fall, until the point that November was turning into a stray month, being this something that now the mark no longer could allow. Arrived to this point the customer does me an open question.

Should I join Black Friday and get sales or continue standing against, even if it does not sell?

This carried us to review negative points associated to the Black Friday, to speak on the already known like #blackfraude in which they inflate the prices, for afterwards present them with big discounts. Or on the worst service or quality that present in occasions with these offers. At the same time that identified the positive points, like the important opportunity of sales thanks to the big mobilisation of consumers, being a stupendous moment to do that the marks penetrate new targets, social sectors or zones, for example.

Then if it decided that if to the Black Friday, How did it? How it explained this to the faithful consumers of the brand? And it would be a good "new" political?

To the cape of some days the steps that take the company no only solved his dilemma but they brought him success, created a new way to do that it was very notable in the growth of the company. You want to know that it decided our customer, know that we recommend him and which was the final solution?

Very easy, the proposal was to expose the dilemma to his customers and that went they, those that proposed the strategy to be followed. This exercise of learning and of focus customer in the taking of decisions, went a dynamic that the company generalise and that generate an engagement tremendous between his more faithful buyers. Which felt in the focus of the politics of the company, valuing very positively these actions, giving them back in shape of commitment and fidelity.

And as I suppose you ask you if at the end there were discounts, will say you that yes, yes that they had, but that did not make in the strict context of the Black Friday, but a near but own date of the brand that the customers created, baptised and did his, of his clan, shooting the sales and with a happy clientele that values the efforts of his favourite company.

By his part the company no only had a valuable learning and solve his dilemma, besides finish saving this November and many others that came afterwards ;)