Black Friday, one of the biggest retail dates globally, has become a solid opportunity in Brazil to increase sales and engage customers. However, success during the event doesn’t happen by chance. This is what Lucien Newton, a franchise specialist and vice president of Consulting at 300 High-Impact Ecosystem, says. For him, networks that want to make the most of this opportunity need strategic preparation and careful planning. ‘The participation of franchise networks in Black Friday campaigns is vital to take advantage of the peak sales this date brings. In addition to increasing sales volume in a short period, it’s an opportunity for franchises to strengthen brand recognition, attract new customers, and retain existing ones,’ he comments.
The specialist mentions that the first step for a successful Black Friday is to start preparing well in advance, and this involves not only setting sales goals but also a strategy. Stock planning should be based on previous sales data, demand projections, and market trends. ‘Franchises need to ensure effective communication between the franchisor and franchisee to align expectations and ensure that promotional products are available in sufficient quantities. Early negotiations with suppliers are crucial to ensure efficient and agile restocking. Additionally, maintaining strategic stocks for high-demand products and having a well-structured logistics system are essential measures to avoid product shortages, ensuring customer satisfaction,’ he explains.
The professional listed three precautions that franchises need to take to maintain brand consistency and avoid conflicts among franchisees during the promotional period. They are:
Uniformity – It is crucial that franchises maintain similarity in promotions, prices, and visual communication. The franchisor must provide clear guidelines on the discounts that will be offered, the products on promotion, and how these campaigns will be promoted. This prevents individually franchised to make adjustments that may cause distortions in the brand or generate conflicts with other franchisees.
Communication – Keeping it effectively and standardized among franchisees is essential to ensure brand cohesion and avoid frictions that may harm internal relationships and the franchise image.
Training – Franchises should implement specific training before Black Friday, preparing franchisees and employees to deal with increased customer traffic and high-demand situations. These trainings may include pressure sales simulations, customer service techniques for busy periods, as well as guidance on how to manage inventory and quickly solve logistic problems. “It is also important that employees are ready to maintain the quality of service, even in stressful situations, ensuring that consumers have a satisfactory experience, regardless of the sales volume”, he comments.
Black Friday offers a great opportunity for retailers to increase their sales, but it also brings challenges. “The combination of real discounts, seamless shopping experience, and efficient after-sales service can turn the campaign into a platform for sustainable growth. With a customer-centric approach and a solid plan, retailers can not only maximize sales during the event, but also build lasting relationships with their consumers, ensuring continuous gains throughout the year,” she concludes.
