With the arrival of Black Friday, one of the biggest dates on the retail calendar, private label brands adopt various innovative marketing strategies to stand out amidst the avalanche of promotions. For the date of 2024, theYool, known for its sustainable and minimalist sneakers, for example, relies on aligned operations to maximize impact, a combination of personalized discounts and an integrated influencer marketing campaign.
Planning already begins six months in advance, says CEO Eduardo Abichequer. "The focus is not only on discounts but also on the shopping experience," he/she/they states. The executive believes that good preparation is essential to make the customer experience smooth and enjoyable. Stock organization, a customer service team aligned and oriented for various situations, as well as an organized logistics process, are essential parts to ensure that the operation is prepared to handle the growing demand of major dates, such as Black Friday.
Furthermore, this organization is significant in demonstrating the brand's values to clients. In the case of the sustainable sneaker startup, it will be "a whole month of comfort and peace. No rush, no chaos," says Eduardo, in line with the lifestyle that Yuool promotes: a life of quality, balance, and free from the noise of intense consumption and breathless moments that such dates can generate.
“Yuool offers a whole month of promotions with the same comfort that its products provide. Unlike the traditional Black Friday, full of rush and chaos, Yuool presents a calmer and more organized November. The campaign offers discounts throughout the month, allowing consumers to plan their purchases with peace of mind,” says the executive.
All of this, aligned with integrated marketing strategies, strengthens brand awareness, creating an engaging purchase journey from start to finish. Inclusive, Black Friday is a unique opportunity to test new approaches. "Using infoproduct strategies in retail, for example, allows us to create a continuous value cycle for the customer. Additionally, with the right discounts, we can offer consumers the benefits and sustainability of our products, fostering a deeper relationship and expanding the brand's reach," he emphasizes.
Regarding strategies to maximize the reach of campaigns, a good idea is to activate a network of influencers responsible for promoting the concept of double discount. With this, the brand is able to attract different consumer profiles, connecting with new audiences through trusted and relevant voices. Furthermore, controlled launch strategies via WhatsApp add an element of exclusivity, allowing the most engaged customers to access promotions before the general public.
These combined actions allow the brand not only to participate in Black Friday but also to use the date as a springboard to solidify its identity. "These are integrated strategies that reflect how a private label prepares not only to participate in Black Friday but also to strengthen the company's overall concept and values," concludes Eduardo.
